The moment has arrived. After weeks of preparation, selection, and negotiation with our partners, the first drop of our new autumn-winter collections is officially available at Ultimate StreetStore in Digne-les-Bains and on our website. Carhartt WIP, The North Face, Vans, Obey, and Faguo — five brands that define contemporary streetwear, and which we are proud to offer you now.
Carhartt WIP: From workwear to streetwear essential
If you had to choose just one brand that perfectly symbolizes the intersection of work culture and urban culture, it would be Carhartt WIP. Born in 1994 from Carhartt's workwear heritage (founded in 1889 in Michigan), Carhartt Work In Progress is the European answer to the skate and hip-hop community's desire for Carhartt pieces with cuts adapted to urban fashion.
The autumn-winter collection we selected for this first drop covers the essentials of the range: the always iconic Watch jacket with its multiple pockets and reinforced seams, heavy cotton hoodies that last for years, t-shirts with subtle graphics, and wool beanies that complete the look. Pieces designed to last, made with materials that age well.
The North Face: Outdoor becomes urban
Founded in 1966 in San Francisco, The North Face built its reputation on high-altitude expeditions and the planet's most extreme environments. Mountaineers, polar explorers, and trekkers worldwide trust the brand for very specific technical reasons: high-performance materials, thoughtful constructions, and proven durability.
In the 1990s and 2000s, an astonishing cultural phenomenon occurred: The North Face Nuptse jacket and other iconic models from the brand were adopted by hip-hop and streetwear communities in New York and London. Technical quality was coupled with strong cultural value, creating a brand that works just as well on snowy slopes as it does on city streets.
Our TNF selection for this drop includes lightweight down jackets for autumn, mid-season jackets, and technical hoodies — pieces that fully embrace this dual outdoor-urban identity.
Vans: A Californian institution that doesn't need to reinvent itself
There are brands that constantly seek to reinvent themselves to remain relevant. Vans is not one of them. Since 1966, the Anaheim brand has done exactly the same thing: authentic, functional, and stylish skate shoes. And it still works just as well, because authenticity never goes out of style.
For this drop, we are notably including the Knu Skool model, the most talked-about silhouette of the season: a reinterpretation of the Old Skool with amplified proportions, a more imposing sole, and a chunky look that perfectly responds to current trends. Vans textiles also reinforce the selection — t-shirts, hoodies, and pants that extend the skate universe into everyday wardrobes.
Obey: Street art as clothing
Obey is a unique brand in the streetwear landscape. Founded by Shepard Fairey — the artist behind Obama's "HOPE" poster and the Obey Giant project that plastered walls around the world — the brand was born in 2001 from a simple desire: to make street art accessible to all in the form of clothing.
Wearing Obey means wearing a piece of street art history. The brand's graphics are directly inspired by Fairey's artistic work: détourned propaganda, counter-culture icons, political messages slipped into designs that seem innocuous at first glance. A brand that has something to say, and says it with style.
Faguo: Responsible fashion has its identity
Faguo is proof that eco-responsible fashion doesn't need to sacrifice style. Founded in 2009 by two Arts et Métiers students who had planted a tree for every pair of shoes sold since 2001, the Parisian brand built its identity on a strong commitment: sustainable fashion, responsible materials, transparent production.
What is remarkable about Faguo is that its ethical commitment does not come at the expense of aesthetics. Quite the opposite: Faguo shoes have their own distinctive, minimalist, and elegant style, suitable for both casual outfits and more elaborate looks.
The drop philosophy at Ultimate StreetStore
At Ultimate, a drop is not a commercial operation; it's an edition. We don't want to fill shelves with everything available. We carefully select pieces that make sense — that represent the best of each brand, that match our customers and our vision of streetwear.
This first drop of the season is the perfect illustration. Five brands, each with its own history and values, complementing each other to offer a coherent and qualitative selection.
What you can still expect
This first drop is just the beginning. Other brands are currently being delivered and will be integrated into our shelves in the coming weeks. To be the first to know about new arrivals, follow Ultimate StreetStore on our social networks and keep an eye on our website.
And if you are in Digne-les-Bains, come into the store — seeing and touching the pieces in person is always the best way to make the right choices.