The current issue of i-D Magazine includes a nice feature on Carhartt Work In Progress, and the special thing about is the second ever magazine interview with the company’s owner, mister Edwin Faeh.
One honorable circumstance you can learn some great things from.

“In the 1990s, rappers, skaters and rockers were pioneering new ‘utility clothing’. Bringing Carhartt to Europe, I built my company around skateboarding and the independents. We supported niche music like drum ‘n’ bass, showing the heritage of our goods in a contemporary way. I remeber showing these brown duck double knee pants to people in the market. They didn’t get it. They did ‘blue jeans’ and nothing else. They all expected me to fail”
Edwin Faeh, founder of Work In Progress

You can find the magazine now in shops.

Taken from Carhartt WIP