Tuesday, 10 November 2009

Carhartt on the money

When it comes to knowing your customer and catering to them on a higher level than just the clothes, Carhartt is a streetwear brand which hits the creative nail on the head.

Last night I attended one of the free music events put on inside their Covent Garden flagship store. The rails are pushed aside the clothes stacked up and complimentary wine and beer is served to a clued up audience who love their music as much as their fashion.

As I walked up to the store with my fashion savvy pal we could have been forgiven for thinking we were at an exclusive golden ticket event by the brooding queue outside. However at this party everyone was welcome and the only ones turned away were those making the rookie mistake of not getting there on time.

The place was packed and long after the bar had run dry the place was filled to the brim. The pack outside not dwindling, despite capacity being reached, with hopes of soaking up the atmosphere through the glass panes.

The main attraction was 'Souls of Mischief' a hip-hop group made famous in the early nineties and hoping for a resurgence with a new album. The vibe was upbeat, positive and atmospheric.

The brand not only puts on established artists but supports exciting, hardworking up and coming creative talents that mirror the Carhartt brand profile and the customer it represents. Helping it identify with its core demographic and helping keep its ear close to the street, after all, what is a streetwear brand if it doesn't do just that?

Photos by Charlie Whatley www.charlie-whatley.blogspot.com