ANTR CHNC TRANSFORMS CARHARTT JACKETS INTO LUXURY BAGS

## The Workwear Revolution ANTR CHNC launched in 2023 with a radical proposition: transforming discarded Carhartt jackets into luxury handbags. The Milan-based brand sources vintage workwear from construction sites, farms, and estate sales across Italy. Founder Antonio Chianciulli spent five years perfecting the conversion process before launching commercially. Each Carhartt jacket yields approximately three to four bags, depending on condition and size. The brand targets garments with at least 10 years of wear, believing patina tells better stories than pristine materials. Chianciulli previously worked at Bottega Veneta for seven years before establishing his independent atelier. ## Artisan Craftsmanship Meets Sustainability Every ANTR CHNC bag requires 15 to 20 hours of handcrafting in the brand's Via Brera workshop. Master craftsmen Pietro Rossi and Maria Santangelo lead the production team of eight artisans. The process begins with careful deconstruction, preserving original stitching patterns and hardware details. Carhartt's signature duck canvas receives treatment with natural oils before leather accent application. Prices range from €800 for small pouches to €2,400 for large tote styles. The brand produces approximately 200 pieces monthly, with waiting lists extending six months for popular designs. ## Challenging Luxury Conventions ANTR CHNC bags sell through select boutiques in Milan, Paris, and New York since September 2024. Dover Street Market became the first major retailer, followed by Ssense and MatchesFashion. The brand's Instagram account @antr.chnc gained 45,000 followers within 18 months without paid advertising. Celebrity endorsements from Bella Hadid and A$AP Rocky boosted visibility among fashion insiders. Vintage Carhartt jackets now command higher resale prices due to ANTR CHNC demand. Grailed reports 40% price increases for well-worn pieces since 2024. ## The Heritage Factor ANTR CHNC prioritizes garments with documented histories over anonymous thrift finds. The brand collaborates with families selling inherited workwear, often including provenance certificates. One notable commission transformed a 1980s Carhartt jacket worn by Detroit auto worker Thomas Mueller into a briefcase for his grandson. The piece sold for €3,200 at a private auction. Chianciulli estimates 60% of customers provide personal garments for conversion rather than purchasing from brand inventory. Custom commissions require 8 to 12 weeks completion time. ## Market Impact and Future Plans The sustainable luxury market reached €15 billion globally in 2025, with upcycled fashion representing fastest growth at 25% annually. ANTR CHNC targets €5 million revenue by 2027. Competitors including Re/Done denim and Ganni's rental program validate the upcycling trend among luxury consumers. However, ANTR CHNC remains the only brand specifically targeting Carhartt workwear. Expansion plans include a Los Angeles workshop opening in late 2026, targeting West Coast customers and vintage denim integration. The brand also explores partnerships with Carhartt for official collaboration discussions.