Carhartt's New Ad Chronicles the 127-Year Evolution of the Working Man

The brand targets its blue-collar audience

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Over the past few years, Carhartt, the workwear brand typically associated with heavy duty construction work and rugged outdoor pursuits, found itself being adopted by urban hipsters, as the so-called "maker movement" made its thick leather boots and heavily-lined jackets popular with city-dwelling millennials looking for style inspiration. The brand thus introduced a fashion-focused line called Work in Progress and opened a store in New York's SoHo in 2011.

Carhartt's latest ad, though, is a salute to the blue-collar working men who popularized the brand in the first place: truckers, lumberjacks, rodeo cowboys and hunters.

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WORK SMARTER - LEARN, GROW AND BE INSPIRED.

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