Carhart is known for its canvas work gear, a look AdWeek associates with people who “create things with their hands instead of an app”. Craftsmen, blue-collar workers, skaters and hipsters have been wearing it since the 1890s, roughly in that order. Most recently, it’s become uniform of the lumber sexual, a rare breed of metrosexual with an aptitude for putting up shelves. Thanks to the triple-stitched seams and heavy-duty fabric, it’s quite possible some of them have been wearing the very same jacket.
But this is how Carhart operates. Part of its shtick is its ability to jump between demographics. In a winning marketing move in the late 1980s, hip-hop label Tommy Boy Records handed out promotional jackets to key industry players. The Weathered Duck Detroit went on to appear in the video for House of Pain’s Jump Around while, according to the New York Times, the jacket became a favourite of crack dealers who wore it because “they needed to keep warm and they needed to carry a lot of stuff”. This may explain its subsequent streetwear explosion, and why, alongside Stussy and Bape, it’s still huge in Japan. Back in the US, Carhart sponsors blue collar events, is a vocal supporter of trade unions, yet still works with fashion’s elite – last year saw collaborations with Adam Kimmel and APC.
“this jacket will never really went out of fashion.”
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