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

The brand targets its blue-collar audience

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in