Carhartt: How much do you actually know?
By Josh Skabelund
Carhartt.
Let’s be honest, Carhartt is a brand you might not have heard of before the last couple of years. So, what is it? Carhartt is a workwear brand that was created for and is sustained by hardworking people. Those that deal with the harsh conditions of being outside in the blistering cold, or the individuals that use it as protective anti-inflammatory clothing for welding, were often the only wearers of Carhartt. This clothing brand’s rapid popularization in recent years may be due to its highly coveted classic Carhartt beanie (which retails for just under twenty dollars, but is more often than not sold out of its twenty plus different colors). So, why haven’t people heard of a brand that has been around since 1889? It may be impossible to pinpoint a singular reason, but let’s explore some hypotheses.
The re-popularization of the Carhartt beanie was due to (what I would label) “skate” culture. This “skate” style was compounded by the larger conglomerate of pop culture. Through this, we have seen the comeback, or re-popularization, of the beanie style. The Carhartt beanie itself has been around for years, but just recently Carhartt has shown market penetration as they have re-marketed their beanies for the youth. Changing their audience has created brand awareness for a new generation of consumers, while also capitalizing with advertisement on everyone’s forehead.
Let’s not get too hung up on beanies though– that’s not all Carhartt has to offer, nor is it all that has been booming in the world. Carhartt overalls, work coats, pocket tees, double knee pants and many other classic styles have been coming into the spotlight. Professional athletes and celebrities alike can be seen wearing the above items. Like their beanies, Carhartt clothing comes in various colors that allow you to mix and match. Their colors are often earth toned such as tans, browns and greens (which is also in style at the moment).
So, what’s my personal opinion on why Carhartt has made such a jump in recent years? The general popularization of thrifting.
During the pandemic, many individuals found themselves looking for ways to save while spending money. Thrifting culture has boomed and, because Carhartt is a brand that’s been producing quality for over a 100 years, an opportunity has been created to find both vintage and modern Carhartt on nearly any thrift excursion (if you can get to them before the next thrifter).
Personally, I give the Carhartt “trend” a B. I love Carhartt and have about five pairs of Carhartt pants in my closet. The only reason I give this trend a “B” is because of the personal dislike for the Carhartt beanie. I don’t find the beanie unique, and I don’t see the longevity of the item due to the idea that it will be out of mainstream style in the next couple of years.
As far as pricing goes, Carhartt is given three dollar signs ( or $$$). Carhartt is receiving a midrange grade based on the fact that you can thrift a Carhartt jacket for $3-$10. However, if you don’t want to spend the time and energy to hunt one down, you can pay $80+ for a new one.
In the end, Carhartt will be around for the foreseeable future as a brand based on quality for blue collar workers. However, it’s lasting presence in popular culture is yet to be seen.
