Carhartt: steady as she goes on the dual brand tightrope.
1889: Birth of a Legend
It seems that Carhartt is everywhere these days; one of the rare brands that has stayed vibrant across over two centuries! How has Carhartt achieved this and where did it all begin?? Let us rewind the clock to Detroit, 1889. Around this time, ready-made clothes were becoming a “thing”, thanks to the invention of the sewing machine in 1850’s. Hamilton Carhartt was chatting with a railroad engineer when he was inspired to set up his clothing business with a simple mission: to craft durable clothing that could stand up to the rough-and-tumble lives of railroad workers. “Honest value for an honest dollar” was their slogan as they got to work with two sewing machines and five employees.
Workmen need quick access to their tools and Carhartt pants were the Swiss Army knife of work wear, and soon, every carpenter, farmer, and grease monkey from coast to coast was strutting around in them. It is hard to imagine that back then, most homes did not have a washing machine so clothing for workers had to survive days of grime and dirt. Likewise, Detroit experiences cold winters with lots of snowfall so Carhartt focused on enhancing its clothing with weather protection with foam lining and quilt lining.
1940s: Wartime Warriors
World War II rolled around, and while Uncle Sam was drafting men, Carhartt was busy drafting pants that could withstand the chaos of war. The company shifted gears, producing uniforms for soldiers, sailors, and aviators. Those same rugged principles carried over into their work pants – they had to be bombproof, bulletproof, and built to last longer than a rationed cup of coffee. Moreover, guess what? They delivered.
The 1980s: The Work wear Revolution
Fast forward to the ‘80s, and Carhartt work pants were no longer just for the blue-collar crowd. Young people in Detroit and The Bronx first kicked off the trend for the hard-wearing overalls and jackets. The famous yellow “C” logo soon spread to the west Coast in the 90’s, spearheaded by artists like Dr Dre and Eminem, Kanye West and others drove the “C” flag into the 2000’s.
The Legacy Lives On
In the early 1990’s, Carhartt decided to build on the demand for its clothing from the streetwear community. Enter Carhartt WIP, the line that took everything tough and rugged about Carhartt and gave it a fresh, streetwise spin. They took the classic work wear vibe and blended it with urban culture, making it just as likely to be seen on the catwalks of Paris as on the streets of Brooklyn. With slimmer cuts, bold colours, Carhartt WIP became the go-to for trendsetters who wanted to nod to the brand's roots while carving out a style all their own. Whether you’re a skater, an artist, or just someone who appreciates the finer things in life, Carhartt WIP is where work wear meets streetwear with a swagger all of its own.
Staying balanced on the dual brand tightrope
It is a tricky balancing act to have your brand simultaneously appeal to both the streetwear die-hards and the blue-collar traditionalists. To date, Carhartt is succeeding, tailoring it’s WIP clothing with a slimmer cut, more colours, giving the streetwear aficionados what they want but staying true its principles of durable, quality products. As of right now, all is well in the land of Carhartt - a tale woven from the threads of American grit and determination. Here’s hoping it can stay on this tightrope as it expands the business.
