The Evolution of Carhartt: From Workwear to Fashion Icon

Carhartt, known for its iconic logo and memes, has a strong brand presence. The brand is often associated with workwear like chore coats and double knee pants, reflecting a rugged and utilitarian aesthetic.

Founded in 1889 by Hamilton Carhartt, the company initially struggled but found success by listening to feedback from railroad workers. Carhartt's bib overalls made of denim and duck canvas catered to the needs of tough industrial workers during the Second Industrial Revolution.

In 1900, Carhartt offered a range of durable workwear including apron overalls, trousers, jeans, coats, vests, and shirts. The catalog featured options priced from $5.75 to $9.25, with specialized denim for railroad workers.

Carhartt's business expanded to include Canada and the UK, with France to follow soon after World War I broke out. The company offered its facilities to the US government to manufacture military garments during this time.

After surviving the Great Depression, Carhartt began producing its first cold weather apparel. The Sherpa lined ranchwear line and K quilt lining were introduced, with the latter becoming a major hit, especially in coveralls for the trans Alaska pipeline.

In the 1980s, Carhartt began to gain popularity outside of workwear, particularly in Japan where it found a lifestyle market for its rugged apparel. The brand also became popular in the booming hip-hop culture, with influencers like EAS E, Dr. Dre, and the Beastie Boys embracing Carhartt as part of their uniform.

Carhartt became a staple in hip-hop fashion, with its roomy cuts and warm clothing fitting the baggy style popular in the late 80s and 90s. Artists like Tupac, Nas, and Wu-Tang Clan embraced Carhartt, solidifying its place in hip-hop culture alongside workwear.

In 1990, Tommy Boy Records bought 800 Carhartt jackets, embroidered its logo on them, and gave them to taste makers, including House of Pain. The collaboration between Stussy and Carhartt, though unofficial, was a perfect union of streetwear and workwear, two elements deeply intertwined in fashion.

Carhartt's durable and tough garments became popular in skateboarding culture due to their ability to withstand repeated falls and confrontations with pavement. Brands like Supreme also drew inspiration from Carhartt's quality and durability in creating their own garments for skaters.

James Jeia emphasized in 2019 that Carhartt focused on matching the quality of top brands like Polo, NAA carot, and Levis, rather than high-end fashion brands. The brand aimed to produce durable products that could rival the best in the market, ensuring longevity in wear. Carhartt Whip, a subsidiary, targeted youthful subcultures with skateboarding and BMX teams, sponsoring artists like Funk Master Flex, La and then known Alo black, and Danny Brown from Detroit. The brand's credibility was bolstered through collaborations with Bape, APC, Junor Watan, Vamt, Marne, Nike, Jordan Brand, Converse, and more.

Carhartt Whip, established in 1994, initially served as the exclusive distributor of Carhartt in Europe before venturing into producing its designs. The brand differentiated itself by targeting youthful subcultures, launching skateboarding and BMX teams, and heavily engaging with the music scene through artist sponsorships. Carhartt Whip's credibility was further solidified through collaborations with brands like Bape, APC, Junor Watan, Vamt, Marne, Nike, Jordan Brand, Converse, and more, showcasing a remarkable evolution from its inception to becoming a prominent player in the fashion industry.

Carhartt's influence on fashion trends is evident in the shift from rough to soft hands in men's fashion. The brand's durable workwear aesthetic has transcended its original purpose, with criticism of wearing Carhartt without engaging in manual labor being deemed as trivial. Similar to Levi jeans initially made for miners, Carhartt's appeal has expanded beyond its origins, reflecting a broader trend in men's fashion where utilitarian pieces like denim jackets and military-inspired clothing have become staples in civilian wardrobes.

Various pieces of clothing have military origins, such as the cardigan sweater invented by James Thomas Bradnell, the Earl of Cardigan, during the Crimean War in the 1850s. Turtlenecks were first made in the Middle Ages to protect knights' necks, while t-shirts were issued as US Navy undergarments in 1913. Khaki pants and shirts derive from British Army camouflage uniforms in India, and PE coats come from the Dutch Navy.

The Derby shoe is from the Prussian Army, Wellington and chukka boots from the British Army, and fishtail parkas from the US Army. Even the modern suit can be traced back to Napoleon's Army uniforms. Wristwatches, initially worn by women, became popular for men in combat in the late 20th century.

Clothing and style have evolved from their original military purposes, with various subcultures adopting and repurposing military-inspired fashion. The borrowing and remixing of clothing styles across different groups highlight the iterative nature of fashion and the vast ecosystem of influences.

Carhartt, known for its workwear, has seen a resurgence in popularity, particularly in the '90s aesthetic and streetwear culture. Influential figures like Eminem, 50 Cent, Kanye West, and ASAP Rocky have contributed to its popularity, with many celebrities now seen wearing Carhartt jackets.

Eminem's rare Air Jordan 4 collaboration made from black Carhartt canvas in 2015 is highly valuable, with most pairs given to friends and family. Only 10 pairs were sold to the public through an eBay auction, fetching prices ranging from $20,000 to $30,000 on the secondhand market.

Carhartt's reputation for well-made clothing has been established over 100 years of wear testing by heavy laborers. The brand is known for making durable jackets like chore coats with heavy canvas, blanket lining, rivet reinforced pockets, and triple stitched seams. Despite the rugged construction, these jackets are reasonably priced at around $120, making them a popular choice for a wide range of people.

Carhartt's popularity extends from hardworking individuals to cool influencers, including hustlers, rappers, skaters, and actors. The brand's appeal has spread globally from America to Japan and Europe, influencing fashion trends and gaining a following among the coolest individuals. Carhartt's success lies in appealing to diverse audiences without alienating any specific group, making it a brand that resonates with both hay buckers in Iowa and creative directors in Brooklyn.

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