Carhartt Work In Progress (WIP) has officially opened its first Canadian store at 49 Ossington Avenue in Toronto. The opening marks a significant milestone for the brand. The 2,000-square-foot store blends Carhartt’s heritage of durability with the contemporary aesthetic of its WIP line, offering Torontonians a curated collection of apparel and accessories.
A Legacy of Quality and Durability
Carhartt, founded in 1889 by Hamilton Carhartt in Detroit, Michigan, began as a workwear brand designed to meet the needs of American labourers. With just two sewing machines and five workers, the company focused on creating durable overalls for railroad workers, earning a reputation for “Honest value for an honest dollar.” Over the decades, Carhartt expanded its offerings to include jackets, coats, overalls, shirts, and jeans, all designed for hard-working individuals.
In 1994, Carhartt WIP was introduced as a refined offshoot of the brand, catering to urban audiences by combining Carhartt’s hallmark durability with contemporary streetwear designs. This evolution has allowed Carhartt to remain relevant in an ever-changing fashion landscape, balancing its blue-collar roots with modern, style-conscious sensibilities. Carhartt WIP’s parent company, Work in Progress Textilhandels GmbH, is based in Basel, Switzerland.
Carhartt WIP has cemented its status in the global fashion world through high-profile collaborations. Partnerships with A.P.C., Converse, Junya Watanabe, Nike, and Fragment Design have elevated the brand’s visibility, introducing its rugged aesthetic to new audiences. These collaborations have resulted in limited-edition collections that marry utility and design, enhancing Carhartt WIP’s appeal to both long-time fans and newcomers.
The Toronto Store: Blending Heritage with Modernity
Located on Toronto’s trendy Ossington Avenue, the new store represents Carhartt WIP’s third standalone location in North America, following stores in New York City and Los Angeles. The 2,000-square-foot space captures the brand’s industrial heritage while embracing a sleek, modern retail experience.
The store features a curated selection of Carhartt WIP’s latest collections, including jackets, t-shirts, pants, and accessories, designed to cater to Toronto’s diverse and fashion-forward community.
The CBRE Urban Retail Team facilitated the lease agreement for the space, with Teddy Taggart and Arlin Markowitz representing Carhartt in the deal with the support of the Team. Their expertise in Toronto’s retail market helped secure the Ossington location, which has become a destination for eclectic boutiques and cultural experiences.
A Growing Retail Hub: Ossington Avenue’s Appeal
Carhartt WIP’s arrival on Ossington Avenue further solidifies the street as a prime destination for unique shopping experiences. The area, nestled between Queen Street West and Dundas Street West, has recently seen an influx of new fashion retailers.
In December 2024, Toronto-based Uncle Studios opened its first physical location at 46 Ossington Avenue, pairing clothing retail with a coffee shop in a hybrid concept. Also in December at 104 Ossington Avenue, Province of Canada launched its second Toronto store, offering locally manufactured apparel and home goods that prioritize sustainable design.
Ossington Avenue is home to a unique range of retailers, including some well-known names such as Mejuri, Tiger of Sweden, Edwin Jeans, Duer, Reigning Champ, Tilley Endurables, and others. The street is also home to popular coffee shops, restaurants and bars.
Future Canadian Expansion: What’s Next for Carhartt WIP?
Currently, it is unclear if Carhartt WIP plans to open additional stores in Canada. While the Toronto store is a milestone for the brand, there has been no official announcement regarding further expansion.
If Vancouver were to be a potential site for a second Canadian store, West 4th Avenue in Kitsilano would be a strong contender. The area’s mix of premium retailers and a demographic similar to Ossington Avenue’s makes it an appealing location for the brand.
Not a complaint, just an observation: Ossington seems to be the new Queen West, with stores like Carhartt WIP choosing it for their Toronto debut.