Carhartt NYC Flatiron

At the corner of Broadway and 22nd Street in the Flatiron District of New York City, Carhartt’s undeniable iconic yellow logomark on storefront cements Carhartt’s establishment in the community. As you step inside, an overwhelming sense of city pride builds as you glance at the black/white NYC buildings’ mural that celebrates the local community this store serves.
In keeping with Carhartt’s heritage of workwear, the overall feel of the space has a rugged quality to it. Elements of construction such as plywood and steel are fused into the design to bring a familiar and casual environment that speaks to the life settings in which the Carhartt products are used. The iconic Carhartt yellow is used on the interior to accentuate the windows as well as serve as product displays creating a bold merchandising statement.
The pant wall is uniquely designed with a rugged steel look to visually embrace the high-rise/industrial scene of the city while serving as backdrop to its most iconic product category. The legendary scripted Carhartt logo casting a neon glow serves as a beacon bringing a heritage touch to this category. A digital touchpoint built-in within the wall display engages customers and inform them on product features and selections.
Giving shape to the central checkout area is the use of utilitarian materials and a suspended gallery that celebrates the brand with its sculptural quality.
The shoe zone, designed to serve both as product display and shoe stockroom, helps associates serve customers quickly without the need to go back of house for product. Its design showcases a heavy black mesh structure that adds to the industrial feel of the space. A digital component on this structure helps highlight the latest shoe performance technology while bringing focus to this growing category.
A handcrafted wooden inlay sculpture (“Long Day, 2025”) was commissioned for this store to celebrate Carhartt x ’47 collaboration. Designed to hang on a column as if it was a real life-size hoodie/cap hung after a long day at work, it connects deeply with customers as a visual element while reflecting a nostalgic moment in time.