How Carhartt Became A Streetwear Brand

How did this famed workwear brand go from producing strictly high-quality durable pieces to selling Carhartt branded Bluetooth speakers, coffee pots, margarita glasses, and more???

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Script: Caroline Eaton Pickard
Editor: Reid Valaitis
Project Manager: Lurana McClure Rodríguez
Host: Levi Hildebrand

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[sresner]

Just so everyone knows, Carhartt WIP is essentially a completely separate company. They’re based out of Europe, and the Carhartt name is licensed. Carhartt has little to no input/control when it comes to the WIP label.

[shmser]

Here in the Midwest people wear carhartt for everything and my own carhartt clothes have great quality. Long lasting tough fabric is still their selling point. I didn’t even know they had an additional “fashion line” until I watched this video lol

[RaabStephan]

Growing up in Europe in the skate scene, Carhartt and Dickies were both major players.
Only later in life, when I moved to the States I found out they weren't just skate brands.

[jamescampbell]

I have a bunch of Carhartt clothing and I love it. for 16years I worked outdoors on a daily basis and it always held up the best and kept me warm. I'd say they sold out if they stopped making clothing for their primary demographic, they they haven't. they just expanded their catalog to include more fashion and urban focused or hiking items, but if you're a blue collar worker who still needs overalls and a Detroit style work coat, Carhartt is still making some of the best in the business.

[cailwi]

I love my Carhartt stuff for three reasons. Quality, quality, ....and oddly the weird colors that they have, that make them unique, lol. But in the end, quality fabrics are what sells the brand, and I hope they don't ever change that.
Know nothing about their WIP brand, and quite frankly, don't care. I actually like that Carhartt does not let themselves be pigeon-holed into these different classes of buyers, like the rest of the industry. We all are people. They go against the mold and it is working for them, and for us, the consumer. And for the planet overall.

[melindam]

I work outdoors year round and have Carhartt pants, jackets and boots. They make fantastic sturdy things. LOVE them.

[DustyTheDog]

My grandpa wears Carhartt because he likes how it feels and it works for what he wants it to do. Where I grew up in Indiana, it's more for its purpose, than its fashion. He was a farmer for a long while, then dug wells for 15-ish years. Lots of time outside in the elements. He had a coat my whole childhood and into my adulthood, might even still have it, but replaced it a few years back when we got him a new one for Christmas.

[hoagietime]

I'm a carpenter so I wear a lot of Carhartt by default. I appreciate that over the past few years they are making more clothes that actually fit, that's probably a result of the street wear stuff. All of their clothes used to make me feel like a kid wearing my dad's giant pants. I wish they did more stuff sustainably I've looked at other options but I can't imagine abusing $ Patagonia $ pants like I do Carhartts or dickies

[abbiefish]

That's so wild; I never knew they had a fashion line, either until now. Growing up in Alaska, especially a fishing town, Carhartt has always been the first choice regarding work wear. Although in recent years, I have noticed them come out with brighter clothes that people are naturally drawn to wear as fashion rather than as work wear. I recently bought an up-cycled Carhartt hoodie from an artist online that recycles old Carhartt to make new articles of clothing with what she can salvage. It is definitely more for streetwear than working in, but I love how unique it is compared to anything else I could get from Carhartt. Also, we have a contest/fashion show for Carhartt, but that only occurs in some communities of Alaska.

[JMJR]

My dad has been a self employed mechanic for the last 30+ years and he always had a Carhartt bomber jacket…three of them actually. His newest one was his “formal” jacket that he’d wear when he took my mom and all us kids out to Swiss Chalet for dinner. The lightly used one would be worn for outdoor chores around the house. Finally the ragged and ripped one would be worn for laying in the snow to cut leaf spring shackles off a rusted out shit box using an oxy-acetylene torch. Growing up, a Carhartt jacket wasn’t something you bought yourself on a whim, it had to be earned. Anyone I saw wearing one automatically earned my respect, because I knew they had a dirty, tiring job in the trades.

[Djaj]

I got some Carhartt pants at a per pound thrift store that were covered in mud. All the mud came out and now they are some of my favorite pants. They look great and they are durable af

[ethandreesman]

I'm a Montana native and a Carhartt lover for the simple fact there workwear is well made and cheap. For the homeless or down on there luck middle class people who work outside in the freezing winter conditions Carhartt is cherished up here in the Rockies and to hear a city slicker who's never had to depend on his work wear it erks me that they crap on this awesome brand. They care about the hardworking people and they have my support . Volunteering at the homeless shelter in Kalispell Montana people buy and donate brand new Carhartt winter bibs, jackets, coats and everything in between. And when I see people who need them receive a Carhartt I see there faces light up and smile because they know they've received something truly special that keeps them warm and protects them it makes you feel passionate about that Carhartt brand.

[commonaffection]

I like how in the comments section I can see they are two demographics. Streetwear enthusiasts and workwear folks. Never thought both of them would meet in the comments section and have a somewhat civil discussion.

[cyler]

Carhart is a brand near and dear to my heart but I do think that they have gone more than just a little off the tracks with all of the randomly branded products ☹️ I hope we get better

[JonKratz]

I've never been so fast to click a channel's videos when they go live. But y'all are something truly special 🥰

thank you for the work y'all put into this, I'ma have to check out the second channel you two do!

[emville]

i literally found a carhartt hoodie at goodwill for super cheap and it is honestly THE best hoodie i've ever owned 🙌

[MrShellyj]

As a Midwest guy (Minnesota to be exact) EVERYONE wears Carhartt. I'm currently wear a Carhartt T-shirt as I type this. The quality of the clothing is great and everything I own from them has lasted me years.

[hillbillyhitchhiker]

My family owns and runs a ranch and Carhartt is my go too especially when winter comes it’s durable warm and it feels good, I didn’t even know they had a fashion line but where we live it’s still a extremely well made and durable brand that hasn’t let me down yet in the toughest of conditions.

[charliebrown]

I decorate apparel(screen print, embroidery, dtf) & carhartt is a popular choice for small businesses for the reasons you listed. It’s frustrating though because the blanks have been sold out for months, saving this to help explain to clients.

[judelarkin]

Almost the exact same video could be made for Timberland. The connection those brands have to street fashion is a little more interesting than this video let’s on. Street level drug dealers tended to be working class people that have also worked in warehouses and construction. Drug dealing involves hanging out on the street in the elements and it doesn’t hurt to look like a normal person on their way to or from work. Why not wear the clothes from that construction job you got laid off from last month. Then the rappers wanted to dress like the drug dealers for the gangster street cred. Then the middle class white teenagers that make up the actual majority of rap consumers want to look like the rappers. And that’s how you get consumerism disguise as antiestablishment. Get your $75 Che Guevara shirt here. (I know $75 Che Guevara shirts aren’t really a thing anymore but you know there is still an equivalent. I’m just too out of touch to know what it is.)

Also, as someone that has worn Carhartt in a heavy industrial environment going back 20 years I give them a meh 20 years ago and a resounding meh now.