Carhartt

Rugged clothing company

Carhartt is an American workwear brand known for rugged, durable clothing—especially canvas jackets, overalls, and beanies.

Originally worn by farmers, construction workers, and tradespeople, Carhartt has crossed into streetwear and hip-hop fashion while retaining its blue-collar associations: He threw on his Carhartt and headed to the job site.

apparel

jacket

Sleeved upper-body covering

sweatshirt · beanie · cap · pants · bib · shirt · coat · coveralls · flannel · henley

culture

Detroit

Michigan automotive hub

craftsmanship · legacy · heritage · WIP · streetwear · hip-hop · skate · crossover · iconic · classic

workwear

construction

Process of building something

welding · plumbing · farming · ranching · landscaping · warehouse · trades · hardhat · safety · high-visibility

aesthetic

streetwear

Skate and hip-hop clothing

vintage · utilitarian · minimalist · neutral · brown · tan · black · navy · logo · silhouette

durability

tough

Durable and strong

reinforced · sturdy · long-lasting · reliable · resilient · robust · solid · dependable · quality · strong

outdoors

hunting

Pursuing wild game

  • fishingCatching aquatic creatures
  • campingOutdoor recreational lodging
  • hikingRecreational trail walking

logging · forestry · wilderness · farmwork · cold-weather · all-weather · layering · outerwear · insulation · waterproof

Categories
Opposites
brand positioning/market segment

CarharttGucci

Italian luxury house

Prada · Louis Vuitton · Hermès · Chanel · Balenciaga

aesthetic and design philosophy

Carhartthaute couture

Custom luxury dressmaking

evening wear · cocktail attire · formalwear · silk · cashmere

target demographic/cultural association

Carharttblack-tie

Formal evening dress code

fashion week

Familiarity
Top 500,000
Profile
Mostly American · Concrete · Everyday, not technical · Rated G