How Carhartt Found Its Groove With Fixers and Hipsters

Brand's top marketer on going from boots to beer

Tony Ambroza and the Maker Movement arrived at the Dearborn, Mich., offices of Carhartt about the same time four years ago. With stints at Nike and Under Armour under his belt, Ambroza decided to welcome young craftsmakers, artisans and Brooklyn hipsters to the Carhartt brand, known for sturdy canvas work clothes. The svp of marketing–the brand's top marketing post–obviously relates to makers "with blue-collar DNA" who create things with their hands instead of an app.