Its Labor Day Weekend and a good time to recognize a brand that understands the people who do physical and manual labor every day. Carhartt makes apparel designed to be worn by farmers and outdoor workers. Carhartt is a brand with a rich heritage that has evolved to remain relevant today.
Carhartt was founded in 1889 in Detroit, Michigan by Hamilton Carhartt. Carhartt originally made clothing for railroad workers. They initially focused on railroad workers need for durable and long-lasting work overalls. Carhartt’s goal was to set a standard of excellence in “workwear” product design to which all others would aspire. The first products manufactured by Carhartt were overalls in duck and denim fabrics. A variety of features such as premium fabrics, rugged construction, comfortable fit and details like triple-stitched main seams, generous work-functional pockets, heavy-duty zippers, contributed to the quality of Carhartt products. Carhartt’s approach to business is best summed up in the following quote
“I believe that when a man wears an article that I manufacture, his self-respect is increased because he knows that it is made by an honest manufacturer, who is honest with his employees”.
Today, Carhartt “workwear” is commonly found on construction sites and anywhere outdoor work is being done. Their mission is to provide best in class apparel for the active worker. Carhartt has long been recognized for its durable and high quality products. Carhartt makes products for both men and women. All products in its core workwear line are made in the United States. Carhartt is one of the most recognizable and trusted brand in the “Workwear” clothing market. The brand has also been successful developing products for fashion forward consumers. These consumers have adopted Carhartt because of its authenticity and functionality.
Carhartt has been successful because it understands the needs and pride of the American worker. They understand that these consumer’s want products in their life that says they are proud to be an American worker. Workers view Carhartt as an authentic brand. Carhartt realizes that workers and their employees are what drives the brand. Workers are encouraged to go online and share stories about the most extreme, rugged conditions they have faced on work sites.
The brand has done an excellent job engaging their core target as well as younger people through social media. Carhartt has over 2.4 million fans on Facebook. Carhartt continues to expand its fashion product line under the Series 1889 label.
Carhartt is a great example of a 124 year old brand that has stayed relevant. The challenge in the future will be remaining true to its core target audience while staying current to attract a more fashion forward consumer.
Have you worn Carhartt workwear?