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Att glida runt i Carhartt WIP : en undersökning i hur Carhartt WIP bidrar till identitetsskapande i subkulturen skate

Rapic, Andrea LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
The brand Carhartt WIP has been working with establishing their brand image through social media that includes several collections with famous skate companies and posts including famous skaters from their team. Their clothing consisting of big silhouettes and good quality has been valued by the skate - community. Therefore this essay studies how Carhartt WIP is contributing to identity and what boys aged 16 - 25 think about the brand. The methodological approach includes a quantitative method consisting of a survey with 13 participants. Terms such as personal style, confidence, belonging, fashion ideal and anti - fashion are discussed in a thematic analysis that consist of 4 themes. The themes are analyzed through the theoretical framework... (More)
The brand Carhartt WIP has been working with establishing their brand image through social media that includes several collections with famous skate companies and posts including famous skaters from their team. Their clothing consisting of big silhouettes and good quality has been valued by the skate - community. Therefore this essay studies how Carhartt WIP is contributing to identity and what boys aged 16 - 25 think about the brand. The methodological approach includes a quantitative method consisting of a survey with 13 participants. Terms such as personal style, confidence, belonging, fashion ideal and anti - fashion are discussed in a thematic analysis that consist of 4 themes. The themes are analyzed through the theoretical framework included by theories presenting brand and their significance, fashion codes as well as anti - fashion and subcultures. The answers from the survey represent positive opinions and thoughts about the brand as well as beliefs based on non-interested participants regarding the brand. As a conclusion, Carhartt WIP can demonstrate a brand that contributes to the construction of identity for boys living in Lund and Malmö. The brand as a current trend and also an ideal according to the participants can be factors that contribute to belonging, confidence but also personal style in the subculture skate. (Less)
Please use this url to cite or link to this publication:
author
Rapic, Andrea LU
supervisor
organization
alternative title
To glide around in Carhartt WIP : a study in how Carhartt WIP contributes to identity creation in the subculture skate
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
keywords
Identity, subculture, skate, personal style, belonging, fashion ideal, confidence, anti-fashion
language
Swedish
id
9212585
date added to LUP
2026-01-29 12:54:18
date last changed
2026-01-29 12:54:18
@misc{9212585,
  abstract     = {{The brand Carhartt WIP has been working with establishing their brand image through social media that includes several collections with famous skate companies and posts including famous skaters from their team. Their clothing consisting of big silhouettes and good quality has been valued by the skate - community. Therefore this essay studies how Carhartt WIP is contributing to identity and what boys aged 16 - 25 think about the brand. The methodological approach includes a quantitative method consisting of a survey with 13 participants. Terms such as personal style, confidence, belonging, fashion ideal and anti - fashion are discussed in a thematic analysis that consist of 4 themes. The themes are analyzed through the theoretical framework included by theories presenting brand and their significance, fashion codes as well as anti - fashion and subcultures. The answers from the survey represent positive opinions and thoughts about the brand as well as beliefs based on non-interested participants regarding the brand. As a conclusion, Carhartt WIP can demonstrate a brand that contributes to the construction of identity for boys living in Lund and Malmö. The brand as a current trend and also an ideal according to the participants can be factors that contribute to belonging, confidence but also personal style in the subculture skate.}},
  author       = {{Rapic, Andrea}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att glida runt i Carhartt WIP : en undersökning i hur Carhartt WIP bidrar till identitetsskapande i subkulturen skate}},
  year         = {{2024}},
}