The streetwear brand Carhartt WIP has opened a new store in Hamburg, the second in this city and the ninth in Germany.The store is situated in Hamburg’s vibrant Neustadt quarter, home to landmarks like the Saint Michael church and the Laeiszhalle Music Hall, while the building itself has a historical meaning, being the birthplace of Heinrich Hertz, a physicist who discovered the existence of radio waves and after whom the Hertz (Hz) unit of sound frequency is named.
Announcing the store’s inauguration, Carhartt WIP hosted the event “Hamburg House Warming” in August in the location where the store would have opened. It was a celebration of both the building’s history in sound, as well the brand’s own tie to music and radio. The event featured DJ sets from local artists Gome and Nissa, and a live performance from UK rapper Lord Apex, who also appears in Carhartt WIP’s fall/winter 2022 campaign.
It also hosts a semicircular sound system built into the back of the lower floor, occupying over five meters of space, paying homage to the building’s Hertzian heritage. Additionally, two original artworks by London-based artist Lucas Price, who collaborated with the brand on its fall/winter 2021 campaign, will be on permanent display.
Carhartt WIP Store