Red wing boots logo transparent4/19/2024 ![]() ![]() And authentic brands like Carhartt make little fashion pretense beyond their utility and durability. Instead, some would rather buy an authentic Carhartt piece and naturally age the item by wearing and enjoying it as it gets better with time.Ĭarhartt’s authentic American brand is the antithesis of the many fast fashion brands that can morph from TikTok to turn-off in a nanosecond. To an increasing number of next-gen consumers, the idea of buying uber-expensive fashions that have undergone environmentally harmful “artificial aging” is being rejected. “Buy it once and wear it forever.” Natural Aging That speaks volumes to Gen Y and Gen Z attitudes with sustainability and authenticity in mind. Carhartt is “hard-wearing” and lasts a long time. This gave the vintage brand “street cred” and by 1992, the brand’s new status was on the radar of mainstream media.īut beyond the nostalgia, there are practical reasons why a pre-industrial age brand designed for working men and women has cultivated newfound fans. Carhartt’s hip-hop connection has been traced back to American independent record label Tommy Boy Records when it bought 800 Carhartt jackets, added its logo, and gave the jackets to their acts. The current wave of 90s nostalgia with oversized fit has undoubtedly contributed to the brand\’s popularity. ![]() More recently that same workforce brand has found its way into streetwear, even becoming a pop-culture brand, most likely because it never intended to. The collection is currently available in about 250 Northeast, Midwest, and Pacific Northwest Lowe’s stores, and will expand to include about the same number of stores in Texas, the Southeast, and California by early 2024.įounded in 1889 by Hamilton Carhartt, the 135-year-old company has been known for producing gear designed to “serve and protect” hardworking pros. In early October Lowe’s announced a partnership with Carhartt to feature the iconic brand’s duck jackets and vests, as well as hoodies, T-shirts, workwear pants and caps. Yet ironically, the trends have come to them. Both have remained standards in their industries and neither has bowed to passing fads or fashion trends. Both have endured and prospered by staying true to their founders’ visions and missions.īoth Carhartt and Red Wing Shoe Company share a provenance based on craftsmanship, durability, and utility. These two legacy brands have been in business for a combined 260 years. I’ve recently been reminded of two different century-old brands that have developed significant Gen Y and Gen Z followings without even trying. Instead, some would rather buy an authentic Carhartt piece and naturally age the item by wearing and enjoying it as it gets better with time. He noted that Zoomers “crave authenticity, and they can spot a polished, scripted message from 100 miles away.” ![]() While Arick Wierson emphasized the “authenticity imperative” related to brand positioning and marketing. Jasmine Glasheen states “Gen Z shops with retailers for their value, and shops with brands for their values. Two of my Robin Report colleagues recently highlighted this very point. Plus, they share a mutual distrust of self-aggrandizing brands, unless they meet their own next-gen litmus tests. Yet they influence a staggering $350 billion in annual purchasing. The combined 140 million Gen Y (aka millennial) and Gen Z cohorts are responsible for a combined $165 billion in annual U.S. For many next-gen consumers, the term “trusted brand” seems like an oxymoron. ![]()
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