It is a safe
bet that many of the closets in the small farming town I grew up in had
something with the Carhartt label sewn onto it.
Carhartt, typically known as the Cadillac of work wear has been a staple
on jobsites and farms for years…so seeing the brand shouldn’t strike me as
odd. But it does.
Now I live
in a metropolitan area where the majority of people go to work in offices
rather than fields. Yet I see the brand
everywhere. On college kids, on preppy
looking guys in smart glasses carrying briefcases, and on hipsters…groups people
who I’d assume have never set foot on a job site judging from the relative
cleanliness of their coats and clothes.
Hats off to
Carhartt and their agency—reinventing the brand and moving it into the
mainstream is no easy task. As long as
they remember who, and what, made them the industry leader. If they continue to produce a quality product
(remember when a main skate-shoe brand tried to move into mainstream, forgot
about the skater kids who made the brand profitable, started making cheaper
shoes for the masses that were not a quality and functional skating shoe…resulting
in near bankruptcy) I see this as a win.
Kudos.
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