STRATEGIST
America is forgetting who built this country.
Carhartt was built for the backbone of society—blue-collar workers who build, repair, and sustain everything. Yet, in today’s world, their contributions are often overlooked and undervalued.
As Carhartt becomes a fashion icon, it’s a stark reminder of the disconnect. We celebrate style, but forget the strength and resilience of those who truly wear it.
Let’s not lose sight of what matters: the workers who made Carhartt legendary, and the dignity of the labor that keeps our world running.
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Carhartt was founded in 1889 to fill a clear need for durable, high-quality workwear designed specifically to protect and serve hardworking blue-collar workers.
BRAND TRUTH
Carhartt is losing its identity.
Carhartt blew up in streetwear
Celebrities helped transform Carhartt from traditional workwear into a popular fashion staple.
It even became a meme to wear
Which led to a disconnect
People started making memes about it, poking fun at how a tough workwear brand became a fashion favorite.
Blue-collar workers saw the brand abandoning its roots, leaving them questioning if it still cared about the people who built its reputation.
BUT IT'S NOT JUST CARHARTT...
Blue-collar workers are being overlooked everywhere
In a survey found by RDN that asked young adults about what their parents encouraged them to pursue:
vs.
5%
79%
encouraged to attend college
encouraged to pursue trades
Blue-collar work is often unfairly dismissed as unskilled labor, despite requiring technical expertise and problem-solving—a misconception reinforced by the push for college over trade schools
of blue-collar workers feel like society generally looks down on them
62%
Through an interview with my dad, a longtime blue-collar worker, we found that:
In his 20 years at UPS he often felt overlooked and undervalued—apologizing to me growing up for not being a lawyer or doctor, and receiving company awards that felt like empty gestures.
HUMAN TRUTH
Society routinely undervalues the grit and essential contributions of blue-collar workers.
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As America's vital force, blue-collar workers enable our everyday moments.
They're building our infrastructure
They're supporting our community
that we live in, where some of our most precious memories are built.
ensuring that our transportation systems function safely.
They keep our lives moving
by fixing any of our maintenance issues in a timely fashion.
My dad didn’t feel appreciated until after COVID, though his work—delivering essential goods like medicine—kept America moving. The world finally recognized his role,
but we shouldn’t wait for a crisis to value the hard work of blue-collar workers.
STRATEGY
Honor the strength and resilience of blue-collar workers, reminding them and the world that they are the
Bloodline of America
1. Connect with Blue-Collar Workers
We will share stories of blue-collar workers to highlight their vital role in America and strengthen their connection with brands. Through interviews, we’ll express appreciation by offering a jacket and emphasize the importance of their voices.
2. Recognize All Work As Professional
Reinforce and celebrate the contributions of blue-collar workers by highlighting their profiles on LinkedIn, reminding America of the essential role they play in building this country.
3. Support Blue-Collar Education
We will sponsor classes that teach skills for high-demand blue-collar jobs, aiming to shift perceptions among young adults and highlight these roles as viable, long-term career options.
Carhartt Certified Programs
Classes & Certifications
Anyone can sign up and get training for high-demand blue-collar jobs.
Apprenticeship
Encourage young people to view blue-collar professions as a viable path
TEAM
Athena Vu (Strategist) Samyuktha Shankar (Strategist)