No matter where I am, I will always see someone wearing a Carhartt clothing item. In the city, in the suburbs, or in rural areas, there will always be someone wearing a Carhartt jacket, beanie, or sweatshirt. It is the brand that crosses multiple demographics because it serves a purpose to each consumer in various ways.
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The Carhartt brand was created in 1889 by Hamilton Carhartt. The company values creating quality products that withstand harsh working conditions. Their original target market was for people who work labor intensive jobs such as construction or agriculture. The mission statement on their website states that their clothes are “created specifically for hardworking people.” The original Carhartt brand does not actively market their clothing towards teenagers, young adults, or fashion lovers, however their brand has made its way into these demographics… So why is that?
Clothing brands like Carhartt, Dickies, and Timberland all fall under the umbrella of utility fashion. Utility fashion first came about in 1942. During World War II, materials used to construct garments were limited. Therefore, designers were presented with the challenge of creating fashionable utility clothing for everyday use. People adored the concept of utility fashion, and it has been a prominent aspect of fashion ever since.
So bringing it back to Carhartt, their brand actually has two websites. Carhartt, which sells workwear, and Carhartt Work in Progress (WIP). Carhartt Work in Progress is an extension of Carhartt that embraces the streetwear element of their brand. The website markets their clothing towards fashion lovers and streetwear enthusiasts alike. They sell button-ups, pants, jackets, vests, and many other Carhartt classics with an innovative twist. Carhartt WIP was established in 1994, which is around when streetwear style began to take off. Streetwear draws inspiration from various areas of fashion including punk, hip-hop, legacy sportswear, and yep, you guessed it, workwear. The Carhartt brand became a notable part of the skate and music scene. Many young celebrities and influencers are showcased on the website sporting the iconic jackets and beanies.
Carhartt established their brand as a valuable asset to street style. Their neutral and timeless color palettes make their clothing easy to layer and style. The brand maintains their company’s reputation of producing quality products with a different target audience in mind. It is one of the few brands that serves purpose in the workforce and in the fashion scene. The brand's fluidity attracts a broad range of consumers, which is why it can be seen nationally used and styled in different ways.
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