To embolden Carhartt WIP's regional presence in Egypt, Flender Group partnered with Amulet Skate shop during Cairo's 'History of Skateboarding' audiovisual exhibition to create an exclusive popup.
The activation marked the first time Carhartt WIP was officially available in Egypt. The exhibition itself was also a first of its kind in Egypt, narrating decades of skating heritage in a country that has often seemed hostile to the sport.
We plan to use this project as a launching pad to continue developing Carhartt WIP's presence in North Africa. By documenting key figures of involvement, community touch-points, and merging Carhartt WIP's philosophy with local cultures, we continuing to expand the brand’s footprint across emerging markets.
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