Founded in 1889 by Hamilton Carhartt, the brand has always produced resistant and long-lasting clothing. The Carhartt Company began its business by crafting work uniforms for American workers and soldiers, only emerging in the 1980s as a casual and lifestyle clothing brand. In 1994 the Work in Progress (WIP) brand was founded and the popularity of Carhartt became international. In these years Carhartt WIP inevitably joins with the American hip-hop scene and the best known rappers becomes its testimonials. The brand is now aimed at new generations while preserving its authenticity and its increasingly popular workwear style.