Carhartt WIP
Blending editorial and e-commerce through a mobile app
Services
We partnered with Carhartt WIP to create a new mobile app that brings the brand’s core ideas to life: a state-of-the-art shopping experience, grounded in editorial thinking.
With its no-frills approach to design, trusted quality standards and an acute grasp of cultural movements from skateboarding to music, Carhartt WIP has long been the epitome of modern everyday gear. They also excel in combining storytelling with a razor-sharp focus on functional, wearable, resistant product.
The mobile app is built around this core idea of connecting outstanding editorial content with straightforward wardrobe building. Instead of a conventional homepage, the app highlights one focus story or drop at a time. The app is more media platform than online shop in that sense: a place that fans turn to habitually, and a priceless tool for the brand to further strengthen their ties with their core community.
For the actual shopping experience, the ambition was to make it as simple and neat as possible: with intuitive discovery, efficient search, easy wishlist management, and a frictionless checkout process.
The app also offers exclusive access to special products and collabs, via push notifications and news updates.
The app was conceptualized in collaboration with Carhartt WIP’s executive and brand experience teams. In the process of bringing the app to life, we also took on the product management role, ensuring efficient prioritization and fast delivery. The technical implementation was handled in collaboration with mobile development specialists Prepend.
Unlike most other single brand stores, we also optimized the app for iPad usage, bridging the simplicity of mobile shopping with the generous visuality of tablet experiences.
Another aim of the app is to closely connect the online shopping and retail experience. This is why we prominently feature brand stores around the globe. We even created editorialized detail pages for featured stores to present exclusive content and build their own brand within the Carhartt WIP universe.