How Carhartt Helped Build a Cult Following Around Workwear | WSJ The Economics Of
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- Опубликовано: 7 июл 2024
- When Carhartt began, 38% of the workforce was devoted to farming and 31% worked in mining, manufacturing, and construction. Today, the average worker spends 43.6% of the workday sitting. After making workwear for a century, the company burst into the streetwear fashion mainstream in the ‘80s and ‘90s, with clothes eventually being spotted on Drake, Rihanna and even former President Obama. Despite this popularity, Carhartt never really swayed from its core strategy.
WSJ explains how Carhartt stays true to its identity while growing its business despite work changing across the country.
0:00 Carhartt’s popularity
0:34 Carhartt’s foundations
1:40 Focus on workwear
4:45 Carhartt’s pivot
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#Carhartt #Fashion #WSJ
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two things love about this brand, quality and simplicity almost a low profile in 90% of products love that
Quality is trash compared to 15 years ago
@@druid5561 Yet it still manages to be a better value than most outerwear brands out there. This ain't bad for a brand you can find at your local Meijer.
@@druid5561 more like 5-6 years ago
In high school in the 90s everyone was wearing Dickies so I chose Carhartt. I still have my beanie from back then and it looks like its basically brand new. I wish I could still fit my other Carhartt items.
Started off with buying a beanie for the winter and was instantly impressed with the fit and quality. Started to buy more pieces and I love the fit. In like Carhartt has a very generous sizing, nice and roomy and comfortable. Quality is excellent and very durable. Have over 30 pieces of Carhartt apparel now and have never looked back. The WIP brand is a slightly more fitted line but has the same quality. If ever you are in NYC make sure you visit Big Dave’s store on 19th street. He has a massive selection of Carhartt items.
Its just the quality. My Carhartt shirts and pants have never been sliced open by steel plate at work like every other brand. When I see something made by Carhartt, I know it's sturdy and worth the money.
The words cult and religion are synonymous.
I call Shillbot
I love Carhartt ❤ such a good quality make in USA 🇺🇸 love
My dad was an Ironworker out of NYC/NJ back in the 60’s-90’s. Carhart was just all his work clothes. Mostly worn in the winter. My brothers & wouldn’t touch the stuff.
My issue with Carhartt products nowadays is the sizing inconsistency on their products. That is very inconvenient when shopping online.
Levi’s, Caterpillar, JCB, Dickies, Ox, Barbour, Helly Hansen, Stan Ray, Wrangler …. all started off as work wear or as manufacturers of heavy goods and all have a great line up of clothing that can be worn everyday whilst being seen as fashionable. Carhartt (USA) definitely keeps true but I’m not so sure about Carharrt WIP (European licensed brand). Even military lines such as Alpha and Schott have a fantastic line up of clothing. Genuinely fascinated how different folks, youth movements and cultures adopt brands as part of a larger and broader fashion movement. That said, I hope these brands can keep making good quality clothing that can be bought at a reasonable and affordable price.
i ran into a kid on my bicycle and was pushed against a concrete wall for about 4 meters (13 ft.). My carhartt jacket was a little dusty, but cleaned up like new. the build quality, design and feel is just so good.
so the carhartt was ok, but how was little timmy
Quality clothing definitely 💯
Majority of the folks wearing Carhartt wants to show that they have the "roughwork image" but never done any real labor intensive work a day in their life.
Ironically if you are a manual labourer you can’t afford Carhartt WIP. Funny old world.
You’re not wrong but I think it goes deeper than just wanting a roughwork image. It’s part of the millennial’s endless search for authenticity in a post-material urban and digital world. We are desperate to attach ourselves to something tangible when most of us (certainly the fashion conscious ones) have been taken form our authentic birthplaces and community and chucked into an anonymous meaningless confused urban jungle. Wearing Carhartt in the city is a way of saying “… I’m not like this.” and a way of groping for authenticity when our work, media and culture are all digital and therefore ephemeral and transient.
It also links to the liberal (to use the american sense) fetishisation of the working class despite, as you point out, never having done a day’s real work in our lives.
Same reason we like craft beer, sourdough bread, hiking, lower league sport, challenging cuts of meat, brownstone buildings etc. etc.
To me this alienation explains a lot about millennial/Gen Z culture.
Never done any construction work but I work in a grocery store lifting heavy boxes all day and squatting down and I always wear Carhartt pants cause they’re really comfortable and tough. I like their pants and jackets for camping/outdoors too especially for cold weather.
You are over thinking it its not that deep and Im a blue collar plumber . The young ones today just wear it for fashion and last long from what I see.
Nah I just like the fit and the logo
I just like the quality, durabilty and the amount of pockets included with the jackets. Also they look good when they get worn in. It's not that deep man, it's just good clothes
I love the product. That said, I wish that the Flagship store floor staff would engage with visiting customers in a more helpful manner. I couldn't get the sales staff's attention for my pilgrimage visit this past winter. I am still a great fan of the brand, but I was disappointed with my brand at source experience .
All my dad wears is carhart t shirts 😂
They have a good thing going, problem is their stuff is hard to find considering it is up to the retailer on what they decide to offer. For that reason I buy more from Duluth, I can actually go to their store and try stuff on then buy. I am not much for online shopping, I have to try on the clothes and feel the fit & quality. Respect to carhart but I buy Duluth.
What is the secret to their durability? What do they do to their material?
It wasn’t about branding, it was about quality; as a worker, it was warm and didn’t wear out.
No work 💯
Great product, depop
People in the Pacific Northwest never wore this brand. I've been thrifting almost 30 years, not until the internet/recently/Goodwill Bins resellers did it show up. The beanie is just some acrylic garbage, no better than any other hat/beanie, just a stitched on logo. I've had a few I got for free (found on a bridge, found a couple at my old job). If you want something better/nicer/warmer, buy a wool beanie.
Something you've probably overlooked is Carhartt is fairly easy to maintain: throw it in a washing machine and go. The beanies are meh, but the jackets and overalls are something else entirely.
I have two Carhartt Jackets, the first one the Zipper broke. Apparently, Carhartt has a Repair system in place where they will repair your product for free - if it's Defective, and for the life of the Product (i belive)
Its the badass workers who have integrity that is sexy and people just want to have good public perception.
Its like Be North Face and or Columbia in 🇰🇷 (s. korea) . Very desirable fashon and brand.
Jacob Gallagher looks like Pete Davidson.
Good quality but the prices be crazy sometimes! 😁
The words cult and religion are synonymous.
@@dianahill5116 sorry? I don't get exactly what you saying l?
@@JoaquimMonteiroMartins farmer + old people prefer that brand as a cult
I mean Quality cannot have a Shein price.
@@fron645 indeed
I love carhartt
The Homeless Like Them Too
Warm, Sturdy And Long-Lasting
how? giving wsj money to work on this advertisement
Shhh, it's a secret 💯It's "journalism", not advertisement, LOL. Not 👍
This was remarkably uninformative. How they took a potentially interesting and useful topic ("how to achieve brand loyalty and sell more product!") and killed it of all useful ideas escapes me. Despite comparing two successful companies each of which in different ways attained brand loyalty and market share there's basically nothing useful beyond "oh, one allowed product variation for style and marketed beyond its base while the other didn't and didn't." Ok, that took: 3 seconds. You had 6 minutes. :/
"or might be wearing Carhartt as they trade crypto on the daily"
lol So cringe
I love dickies pants and carhartt outer wear. Best of both worlds.
I’ve been thrift store shopping and in streetwear culture since the late 80s early 90s and I’m not sure if anything the company did actually lead to this other than making great products
They had a Work In Progress line just for fashion: the stuff isn't as durable as their workwear, it's more expensive, and the logos are bigger. I prefer their workwear.
LOL Dickies is more well know. Drake also wore Northface does that make it fashion. How does Obama make it street wear? Dickies and Carhartt are a 90s look and sorry to break it to but we wore Dickies in the 90s in the streets. Based on your logic New Balance is hotness LOL what a joke.
Go to your local high school and you'll see how populair its become
The words cult and religion are synonymous.
Obama works construction, LOL.
@@houseplant1016 Teenagers know nothing. If they did, they would buy stuff they could wear for 100 years.
Carhartt like Budweiser has alienated a good portion of its customer base.
Brainwashed by a logo.
@@503punxoioioi9 Why alienate your major core of consumers?
Stolen valor tbh
Kanye west
Sup dagws
Sup
I need to fast from RUclips.
Cosplaying the working class. Those of us who actually know what we’re doing have moved on.
No mention of Shotgun Frankenstein?
Not going to trust people knowing about stuff unless they have gray hair. Duck canvas is also ugly. One day it'll be out of fashion. Good! Then it'll be back. Bad!
Duck canvas was never made to be fashionable, it was made to be durable.
Doing construction, I owned several Carhatt pants and jackets. However I always removed the logo. I prefer not to be a walking advertisement board.
The words cult and religion are synonymous.
Yeah true it is kinda like a walking advertisement but the Carhartt logo is one of my favorite logos ever and it has barely changed for the company’s entire existence. Not too flamboyant or flashy but still looks good.
I don't know who you are and didn't buy anything because of you wearing logo 💯 So don't remove, I don't care. I don't buy Carharrt 💯
How much did Carharrt pay for this advertising? Who is the lamo fashion connoisseur/know-it-all @ 2:02? Ugh.
The words cult and religion are synonymous.
MADE IN CHINA. BRAND.
They fired their own workers for NOT taking the jab!
Don't buy this brand anymore. Dont last long. Seems they are made for fashion not real work
It was fashionable before it went pop culture. It's only a matter of time before it goes woke and makes unisex clothing.
You must live in a small world. Maybe visit a city sometime and open your mind. Who cares who wears what. All people exist, despite what politicians and media say. You can be whatever you want and that is fine. Don't be close-minded.
Stop buying carhartt if you havent touched a tool on a job site a day in your life, prices have gone up and work clothes out of stock because you want to look cool. News flash you don’t look cool now go get me the wire stretcher and 8/16 wrench
Working men hate Carhartt since they went full woke on the stab mandates. Destroyed their brand.
Woke female CMO is the reason .
Carhartt went woke and is no longer the staple of the blue collar
Carhartt.europe has the street wear