Last weekend, Carhartt WIP released new campaign images for its Fall/Winter 2023 Preview and sharp-eyed fans quickly spotted the use of an unlikely motif throughout this pre-collection: the Carhartt heart logo.

No, this isn’t a Carhartt WIP x HUMAN MADE collab; in fact, Carhartt’s “Car in Heart” logo is one of the heritage brand’s earliest logos, dating all the way back to the 1900s. While this heart logo hasn’t made an appearance in recent times, its cultural influence can be seen on contemporary labels such as the aforementioned HUMAN MADE, which has a focus on American workwear and its logo in a similar red heart shape.

In Carhartt WIP’s Fall/Winter 2023 Preview collection, you will find a modernized version of the heart logo with “Carhartt WIP” in a white bubble font inside, featured alongside familiar styles like chambray shirts, overalls featuring hickory stripes, t-shirts and denim jeans. There’s also a heart rug and a silver pendant for ardent fans and collectors.

The full Carhartt WIP Fall/Winter 2023 Preview is available online and in stores now.

In other streetwear-related news, thisisneverthat has teamed up with OOFOS for a collaborative clog.