Carhartt: The story of the iconic workwear brand

Founded in 1855 in Detroit, the Carhartt Company has modest origins but a strong ambition: to create robust and durable workwear for American workers. Its founder, Hamilton Carhartt, was a young entrepreneur full of daring and innovation.

The origins of Carhartt (1855 - 1894)

A native of Sainte-Marie in the state of Maine, Hamilton Carhartt grew up in a modest family. From an early age, he was confronted with the challenges of manual workers, particularly in the emerging automobile industry. It was this experience that pushed him to launch his own clothing business in 1889. His goal? Offer quality clothing, resistant to harsh working conditions.

From the first years, Carhartt specialized in the production of overalls and jackets intended for workers in factories and construction sites. Its major innovation? The use of cotton "duck" canvas, a very resistant fabric which has become the brand's trademark. Workers quickly appreciate the strength and comfort offered by these clothes designed for them.

Success was achieved and Carhartt was able to quickly expand its production to other categories, such as coats, shirts and pants. In just a few years, the small family business has become a major player in the workwear market in the United States.

With its modest but ambitious beginnings, Carhartt laid the foundations of what would become a true workwear empire, spanning the decades to establish itself as an essential reference.

Expansion and recognition (1910 - 1941)

After a promising start in the late 19th century, the Carhartt Company entered a new era of expansion in the first decades of the 20th century. The brand is gradually diversifying its production of Carhartt workwear, while consolidating its presence on the American market.

In the 1910s, Carhartt opened new spinning mills and factories across the United States, particularly in industrial areas like Detroit. This strategy allows it to increase its production capacity and get closer to its main customers: workers in the automobile, construction and manufacturing industries. The company is also starting to export its products, particularly to Canada and Europe.

During both World Wars, Carhartt played an essential role in providing robust and functional uniforms to the armed forces. Its overalls, jackets and coats became essential for equipping soldiers on the battlefields. This collaboration with the American government ensures the brand national recognition and international influence.

Beyond this direct impact, the two world conflicts also allowed Carhartt to develop economically. Despite the difficulties, the company experienced significant growth thanks to military orders and increased demand for work clothing from war factories. This momentum favors the opening of new production units and the affirmation of Carhartt as a major player in workwear.

Thus, in the first half of the 20th century, Carhartt succeeded in establishing itself as an essential brand, both nationally and internationally. Its expertise in robust work clothing and its commitment to war efforts allow it to sustainably consolidate its position in the market.

The workwear icon (1923 - 1989)

After having firmly established its presence in the American workwear market, the Carhartt Company continued its development and asserted its status as a workwear icon in the second half of the 20th century.

In 1923, the brand launched one of its most emblematic products: the “CO1 Chore Coat”. This work jacket in robust cotton canvas quickly becomes essential for workers, farmers and artisans across the United States. Thanks to its durability and timeless style, the CO1 Chore Coat has established itself as a classic in the workwear wardrobe.

Over the decades, Carhartt has regularly enriched its range of flagship products, developing trousers, overalls and shirts that are just as durable and functional. Each new creation is a great success among manual workers, consolidating the reputation of the brand.

The emergence of Carhartt Work In Progress (1994 - 1999)

In 1994, the Carhartt brand underwent another significant evolution with the creation of Carhartt Work In Progress (WIP) by Edwin Faeh. This European version of the workwear label aims to adapt the brand's classics to a younger and urban audience, while preserving the authentic spirit of Carhartt.

Based in Amsterdam, Carhartt WIP opened its first flagship store in London in 1997, marking its entry into the European market. The new direction driven by Edwin Faeh also translates into a strong cultural commitment, with the launch of skate and BMX teams sponsored by the brand. This strategy allows Carhartt WIP to establish itself as a reference in streetwear culture, while promoting the industrial heritage of the parent company.

The emergence of Carhartt WIP in the 90s is a testament to the brand's ability to reinvent itself, while remaining true to its workwear roots. This successful repositioning allows it to conquer new consumers, while consolidating its historic presence among manual workers.

A new era of collaborations and creativity (2000 - 2019)

After the rise of Carhartt WIP in the 1990s, the brand entered a new phase of development in the early 2000s, characterized by numerous collaborations with artists, designers and other prestigious brands. These partnerships allow Carhartt WIP to position itself as a reference in streetwear culture, while constantly enriching its product offering.

Among the most notable collaborations, we can cite those with brands like Nike, Converse and Supreme. These associations give rise to capsule collections which are very successful with consumers. Carhartt WIP is also diversifying its range, notably by launching a line dedicated to women and by developing artistic projects such as Rugged magazine, which celebrates underground creativity.

This new era of creativity and openness to culture allows Carhartt WIP to assert itself as an essential brand, both anchored in its workwear heritage and resolutely focused on innovation and artistic expression. Prestigious collaborations and original initiatives thus reinforce the legitimacy of the brand among an ever-widening audience.

Innovation and sustainability in recent collections (2020 - 2023)

Over the past few years, Carhartt WIP has continued its evolution with a focus on innovation and sustainability in its collections. The brand is committed to a more eco-responsible approach, by introducing new materials that are recycled or come from more sustainable sources, while maintaining the quality and functionality for which it is renowned.

Among recent collaborations, we can cite the partnership with the Japanese streetwear brand Nanamica, which gave birth to a clothing line combining the workwear expertise of Carhartt with the minimalist spirit of the Asian label. The brand also continued its openness to culture by partnering with artists and creators, such as the Carhartt jacket customization project with illustrator Rendah. These initiatives allow Carhartt WIP to stay at the forefront of trends while preserving its strong identity.

Beyond these collaborations, Carhartt WIP is also establishing itself as a player committed to the ecological transition. The introduction of recycled materials, such as organic cotton or recycled polyester, in many collections demonstrates the brand's desire to reduce its environmental footprint. This approach, combined with the international expansion of the brand, reinforces Carhartt WIP in its role as an essential reference in modern and sustainable workwear.

Carhartt's legacy in workwear and contemporary culture

Over its 160 years of existence, the Carhartt brand has stood the test of time and established itself as a key player in the workwear sector. From its modest beginnings in Detroit to its international reach, the family business has been able to adapt to market developments while remaining faithful to its values ??of quality, sustainability and respect for workers.

Today, Carhartt's heritage is manifested both in its benchmark status in the workwear world, but also in its growing influence on urban fashion and contemporary culture. Whether through its collaborations with renowned designers or its commitment to eco-responsible initiatives, the brand proves its ability to reinvent itself without denying its workwear identity. This unique alchemy between tradition and modernity gives Carhartt an aura of authenticity and timelessness, which allows it to shine well beyond its original universe.

As the world of work continues to evolve, there is no doubt that Carhartt will seize the opportunities available to it to continue its development and its anchoring in the spirit of the times. With its century-old heritage and its status as a workwear icon, the brand seems equipped to meet the challenges of the future and remain an essential reference for future generations.