Carhartt WIP joins forces with Motown for the 60th anniversary of the American record label

Motown, the record label founded by Berry Gordy Jr. in Detroit, Michigan, that over the years has launched artists with the likes of Diana Ross and Stevie Wonder, is about to celebrate its 60th anniversary. For this reason, it has joined forces with one of the most representative brands of American culture, Carhartt WIP.
It's a thirteen-piece capsule collection that pays homage to the impact and the influence that Motown has had on the US culture and on the history of music.

In 1959, after a relative degree of success writing songs for artists, Mr Gordy founded Motown Records. He swiftly set about establishing global stars at a remarkable rate: Diana Ross and the Supremes, The Four Tops, Stevie Wonder, The Jackson 5, and Marvin Gaye all passed through the hallowed doors of Motown’s humble two-story house-turned-recording studio on West Grand Boulevard. It is not hyperbolic to say that Motown irrevocably changed the face of American music, in such a way that its influence can still be felt today. Indeed, Motown didn’t simply reconfigure what hits of that era sounded like, but it also played an instrumental role in diversifying the airwaves of America’s radio stations.

This exclusive capsule collection riffs on imagery and ephemera found in Motown’s archive and back-catalogue. A sateen bomber and rolled beanie both nod to the cover art and promotional pictures that accompanied Marvin Gaye’s Let’s Get It On, while the Snake Pit Shirt refers to the basement recording studio in the home that would come to be known as Hitsville, USA. A series of graphic t-shirts and hoodies pay tribute to other aspects of Motown’s history, from its multiple sub-labels to the 1970 album A Pocket Full of Miracles, by Smokey Robinson and the Miracles. The collection is rounded off with a co-branded record weight and a “lollipop” style DJ headphone by Japanese manufacturer Phonon.