Established in 1994 by Edwin Faeh, Carhartt Work In Progress (WIP) combines authentic adaptations of the robust American archetypes while engaging with the subcultures that have embraced it. Meanwhile, with a growing network and a strong foundation, Carhartt WIP opened its first store in London in 1997 and began to engage with cultural spheres outside its own industry. This saw the brand launch its own skate team and music departments, while also supporting an array of artists and releasing various publications. Since 2010 Carhartt WIP has worked with a number of like-minded brands, including A.P.C., Converse, Fragment Design, Junya Watanabe Man, Nike and Vetements, as well as collaborating with music icons, such as Fela Kuti, Underground Resistance, and Vestax.

Launched in 2012 by the former Supreme Brand Director Angelo Baque, Awake NY captures the 90s streetwear vibes of New York and its unique melting-pot of people, especially the minorities. Baque's social vision embraces stoned graphics, references to political leaders, such as Martin Luther King, skateboarding and the golden age of hip-hop.