A Brief History of the Carhartt Brand: "Fair Value for a Fair Dollar"
The term "Americana" conjures up images of quintessential American products. A pair of rugged blue jeans, a durable jacket, durable bib work trousers and timeless flannels. These are the threads that have been weaving the rich tapestry of American style for generations. However, the question remains: which brands really championed this image? Many would say Ralph Lauren because he created an idyllic image of American style, but only a select group embody the tenacity and resilience that is the foundation of the American spirit. Among them is the family-owned and operated workwear titan, Carhartt.
Carhartt: The fabric of American boldness and resilience
Hamilton Carhartt founded the eponymous brand in 1889 in the heart of Michigan. Starting with humble beginnings with five employees and a few sewing machines, Carhartt set out to create workwear that would withstand the effects of an era dominated by heavy industry, coal and steel. Although the initial challenges were trying, Carhartt took a shrewd approach: listening to the needs of railroad workers to create the iconic bib work pants . This piece was not only functional, but also durable - a testament to Carhartt's commitment to its working class roots. Thus, the slogan "Fair value for a fair dollar" was born, which embodies Carhartt's fundamental code of ethics and guides the future direction of the brand.
Carhartt: Growth and development
The turn of the 20th century brought exponential growth. By 1910, Carhartt's empire included factories in the South, manufacturing facilities across the country, and offices in New York and Paris. Despite the unsuccessful journey into the automotive industry, Carhartt managed to continue operating. During World War I, the brand contracted to supply the US military, which turned out to be less profitable than expected. The bright side of this era was the introduction of the timeless work jacket in 1923, which remains virtually unchanged today.
Carhartt: The son takes over the brand
Like any American company, Carhartt weathered the storm of the Great Depression. The factory doors closed, and by the 1930s only three American factories remained. In 1937, founder Hamilton Carhartt died. His son Wylie continued his father's legacy with the "Back to the Land" program, reviving the brand and positioning it as the choice for farm, ranch and forest workers. This revival led to new plants in Kentucky and Tennessee, four of which are still in operation today.
Carhartt: The workers' brand
In the decades that followed, Carhartt established itself as an advocate for workers' rights and a trusted workwear brand. Under Robert Valado's leadership, Carhartt grew exponentially in the 1970s, thanks in part to high-profile projects like the Trans-Alaska Pipeline. The brand maintained its commitment to American workers and maintained as much domestic production as possible, even as global trends began to shift production overseas.
Carhartt: Today and in the future
Interestingly, the influence of the Carhartt brand has extended beyond the field of workwear. In the 1980s and 1990s, it became a symbol of rebellion and resilience. From punks to skaters, many have found solace in Carhartt's rugged, affordable and comfortable clothing, proving that you don't have to be a railroad worker to appreciate the brand. This development underscores the versatility of the Carhartt brand and its continued connection to the spirit of America - a testament to its dogged determination, resilience and enduring appeal.
Are you interested in what the Carhartt collection looks like today? See it in Pharsol Protect .
