Wylie Welling
Wylie Welling is an American brand in conversation with history, focused on telling second-generation stories through one-of-a-kind pieces. Sourced from authentic, heritage Carhartt workwear, every garment is a testament to the hands that made it and the people who make it their own.
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Created for those who seek to own a piece of history, Wylie Welling speaks to modern wanderers — individuals drawn to stories that endure the test of time. The brand is built on a singular belief: wear is not a flaw, but a signature. Rooted in iconic American workwear foundations, Wylie Welling reinterprets original Carhartt garments. These utilitarian archetypes — known for their durability craftsmanship, and functionality. Rather than replicate or reproduce, Wylie Welling reshapes and reimagines, allowing each piece’s existing history to inform its next chapter.
We worked closely with founder Gretchen Valade to establish a brand system spanning identity, messaging, and digital design. As a fifth-generation member of the Carhartt family and great-great-granddaughter of founder Hamilton Carhartt, Gretchen launched Wylie Welling to evolve her family’s legacy. Our work centered on the key insight that every garment is a collaboration with the past, with the next owner continuing its story. According to a recent feature in WWD, the brand is a "separate business under the Carhartt umbrella" that allows the founder to "further celebrate the beauty of craft, leaning into the history and legacy of each product and design."
Drawing inspiration from the storied history of each piece, we created a brand system that honors both human and artisanal touch. The logo monogram takes inspiration from the notch marks found on sewing patterns, referencing the quiet precision of craft. The wordmark is rounded with slight imperfections to suggest the subtle bleeding of ink, further highlighting authenticity. We applied the monogram with intentional imperfection—often partially obscured by stitches or cropping—to echo the "repaired and imperfect nature of the garments themselves." The color palette draws from the natural fading of denim and worn fabric, reflecting the life and history carried within the collections.
Each piece carries a small signature from the person who repaired it, expressed through loose WW stitching placed beside the original Carhartt tag. Whether it is a rare vintage item from the 1970s or a curated piece of workwear featuring "patching & darning as well as zipper, snap and rivet replacement," as described on the Wylie Welling website, each one is unique and marks a new chapter. The brand system exemplifies the power of honoring the past while embracing a new future, an evolution and continuation of a garment’s story. As Gretchen told WWD, "At the heart of Wylie Welling lies a reverence for the worn, the repaired, and the beautifully imperfect."
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Photo Creative Direction: Kevin Steen
Photographers: Josefina Santos, Peter Larson, Michael Clarke, Daniel Ribar, Chris Daniels, Rathaus Films
Website Development: Lucas Vocos
