Gretchen Valade, great-great-granddaughter of Carhartt founder Hamilton Carhartt, launches new brand Wylie Welling, drawing from a family history that began in 1889 when durable overalls were produced for railroad workers in the Midwest. Valade grew up within the business, starting as an intern at 14 and later returning full-time after working with brands including Li & Fung in Hong Kong. A visit to Detroit shifted her direction and led her to take on a larger role within Carhartt.
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She moved through design and merchandising before focusing on direct-to-consumer strategy and community initiatives. Around eight years ago, she began shaping sustainability efforts, launching Carhartt Reworked, a program that collects, cleans, and repairs worn garments for resale. She also introduced the Carhartt Workshop, where local residents can borrow tools for personal projects. These initiatives set the foundation for her latest venture.
Wylie Welling launches as a separate business under the Carhartt umbrella, focused on restoring and reinterpreting original garments. Valade describes the project as a continuation of her interest in circular systems and long-term use. The brand takes its name from Wylie Welling Carhartt, the founder’s son, reinforcing the idea of second-generation products.
The Spring 2026 debut introduces one-off pieces sourced from vintage Carhartt garments produced between the 1970s and early 2000s. Teams in Los Angeles and Detroit handle the reworking process, transforming each item through repair, adjustment, and customization. The collection leans toward menswear, though Valade approaches the line as unisex.
The launch includes two categories. Well Worn pieces undergo cleaning, mending, and restoration. Archive pieces focus on older garments with greater rarity. Pricing reflects this structure, with Well Worn items ranging from $95 to just under $900, while Archive pieces reach up to nearly $3,500. The initial release includes fewer than ten pieces.
Wylie Welling enters the market through a direct-to-consumer model, supported by digital and outdoor campaigns in cities such as New York and Los Angeles. A physical store will open later this summer in Detroit’s Little Village neighborhood, close to where Wylie Welling Carhartt once lived. The space will include restored garments alongside responsibly made jewelry and accessories.
Valade plans the store as a space for workshops and local engagement, focused on repair, restoration, and upcycling, while connecting with nearby colleges and design schools. Wylie Welling launches on April 7, building on her focus on garments that show wear yet remain functional through repair and reuse.
