Gretchen Wallandhis great-granddaughter Carhartt founder Hamilton Carhartlaunches new brand Wally Wellingdrawing on a family history that began in 1889 when durable overalls were made for railroad workers in the Midwest. Valade grew up in the business, starting as an intern at 14 and later returning full-time after working with brands such as Li & Fung in Hong Kong. A visit to Detroit changed her direction and led her to take on a bigger role at Carhartt.
She moved into design and merchandising before focusing on direct-to-consumer strategy and community initiatives. About eight years ago, it began shaping sustainability efforts by launching Carhartt reinventeda program that collects, cleans and repairs worn clothing for resale. He also introduced it Carhartt Workshopwhere locals can borrow tools for personal projects. These initiatives laid the foundation for her latest venture.
Wylie Welling begins as a separate business under the Carhartt umbrella, focused on restoring and reinterpreting authentic clothing. Valade describes the project as a continuation of her interest in circular systems and long-term use. The brand is named after Wylie Welling Carharttson of the founder, reinforcing the concept of second-generation products.
The Spring 2026 debut features unique pieces derived from vintage Carhartt clothing 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 towards menswear, although Valade approaches the line as unisex.
The launch includes two categories. Well-worn pieces undergo cleaning, repair and restoration. Archive pieces focus on older garments of greater rarity. Pricing reflects this structure, with well-worn items ranging from $95 to just under $900, while Archive pieces reach nearly $3,500. The initial release contains less than ten tracks.
Wylie Welling is entering 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, near where Wylie Welling Carhartt once lived. The space will feature reclaimed clothing along with responsible jewelry and accessories.
Valade designs the store as a space for workshops and local engagement, focusing on repair, restoration and recycling, while connecting with nearby colleges and design schools. Wylie Welling launches on April 7, building on its focus on clothing that shows wear and tear but remains functional through repair and reuse.
