![]() ![]() She said that while these collaborations create buzz, they are distinct from the traditional workwear collections and don’t generally cross over to the core customer who buys Dickies for their jobs. ![]() “Each collaboration serves a different purpose,” Crockett said, “but they all play a role in helping us resonate with different customers.” The Jameson collaboration was the most popular partnership for Dickies. Its collaboration with Latino designer Chavarria launched earlier this month, a revival of a relationship that started in 2014 when he helped the company launch Construct, a premium label of elevated workwear looks. Dickies, which got its start making bib overalls for American workers in 1922, has also broken out, teaming with everyone from Opening Ceremony, Gucci, and Supreme to Sydney Sweeney x Ford in the past year alone. “While slightly different and unique in nature, both were rooted in the spirit of craftsmanship and hardworking people who aren’t afraid to roll up their sleeves.”Ĭarhartt is not alone in its extension from pure workwear brand to fashion darling. And its Carhartt Work in Progress, a streetwear inspired offshoot of the core brand that is headquartered in Switzerland, has developed a large following worldwide.įor the Carhartt brand, its most “impactful” collaborations have been with Guinness and Batman, Guerrero said. In addition, womenswear has experienced “amazing growth,” he added, demonstrating how underserved women have been in the workwear field. ![]() “We’re also seeing an uptick in demand through our Reworked resale program, further underscoring how Carhartt gear can be passed down to people who can put it to good use,” Guerrero said.Ī look from Sacai x Carhartt Work in Progress. Over the past five years, the company has seen heritage products such as its Active Jacket, Chore Coat and B01 work pants as among the most popular, along with vintage and secondhand Carhartt products. Our focus will always be to solve the needs of hardworking people.” Also, the nostalgic appeal of vintage workwear contributes, offering a sense of authenticity and connection to the past through simplicity and durability.”īecause Carhartt still embraces its workwear roots - the company started making overalls for railroad workers in 1889 - its authenticity appeals to a whole new generation of users, he said. “People are valuing versatility that can serve them for work and play, and workwear aligns with the trend toward minimalism and sustainability. “I think consumers have a growing desire for authenticity and appreciation for practical, functional clothing,” said Alex Guerrero, senior vice president and general manager of global product at Carhartt. The pandemic-fueled interest in the outdoors hasn’t waned and brands that target this area of the market, such as Columbia Sportswear and L.L.Bean, are benefiting. The halo effect also reaches beyond strict workwear. Willy Chavarria and Dickies Have a New Workwear Collaboration ![]()
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