Repurposing a Brand

“For 120 years, Carhartt has manufactured premium workwear known for exceptional durability, comfort, quality of construction, and fit that you can feel in the fabrics and see in the performance.” (Carhartt website). In America, Carhartt is known for for providing hard working clothes for hard working people such as farmers, ranchers and outdoor enthusiasts. Now, in Europe, the Carhartt brand has repurposed itself and is not only about workwear.

Carhartt Streetwear has really taken off and given the brand a new edge to adapt to the European market. Since 1994 Carhartt has been distributed in Europe through Work in Progress and Carhatt has grown to one of the leading brands within the European Streetwear scene. Today, in Europe, “Carhartt is known for a supreme collection and its dedicated support of upcoming artists, musicians, skateboarders and BMX riders.” However, the European Carhartt has stuck to it core global idea of “innovative design and exceptional standards of quality, durability and comfort”…just with a slight twist.