American workwear is in vogue right now, with partnerships ranging from Carhartt’s with Sacai and Junya Watanabe to Wrangler and Sandro to Dickies and Willy Chavarria.
Utility details have long been a major reference in menswear, but over the past few seasons, the trend has spread to high-fashion brands, as seen in the chic factory boys in leather aprons at Fendi, the gardener at Andersson Bell, and the mechanic-inspired jumpsuits at Valentino and Magliano. All of which are contributing to the ultimate fashion representation of American workwear staples.
However, although workwear may have dominated the European runways, the really authentic companies have benefited the most from the uptick in sales as Gen Z consumers appreciate names with a true legacy in the field.Additionally, the halo effect extends beyond formal business attire. The pandemic-fueled passion in the outdoors hasn’t subsided, and companies like Columbia Sportswear and L.L.Bean that cater to this consumer segment are reaping the rewards.
According to Alex Guerrero, senior vice president and general manager of worldwide product at Carhartt, “I believe consumers have a growing desire for authenticity and appreciation for practical, functional clothing.” “Variability that can be used for both work and play is valued by consumers, and workwear fits the trend toward sustainability and minimalism. Additionally, antique workwear’s nostalgic appeal helps because of its simplicity and durability, which evokes the past and offers a sense of authenticity.
Carhartt began manufacturing overalls for railroad workers because the brand still values its workwear roots.
His authenticity, he claimed, draws to a brand-new generation of users. workers in 1889. We at Carhartt don’t follow fashion trends. We will always prioritize meeting the needs of those who work hard.
The company has observed that vintage and used Carhartt products, along with legacy items like its Active Jacket, Chore Coat, and B01 work pants, have been among the most well-liked during the past five years. Guerrero added, “We’re also noticing an increase in demand through our Reworked resale program, further emphasizing how Carhartt gear can be passed down to folks who can use it well.
Additionally, he continued, womenswear has had “amazing growth,” highlighting how underrepresented women have been in the workplace industry. Additionally, the primary brand’s streetwear-inspired offshoot, Carhartt Work in Progress, with headquarters in Switzerland, has grown a sizable global following.
According to Guerrero, the Carhartt brand’s most “impactful” partnerships have been with Batman and Guinness. Both were based in the ethos of workmanship and industrious people who aren’t afraid to roll up their sleeves, despite being slightly different and distinctive in nature.
Carhartt is not the only company that has transformed from a purely functional brand to a fashion icon. Opening Ceremony, Gucci, and others have teamed up with Dickies, which began creating bib overalls for American workers in 1922.
In just the previous year, Supreme lost to Sydney Sweeney x Ford. Its collaboration with Latino designer Chavarria debuted earlier this month, continuing a partnership that was first established in 2014 when he assisted the company in establishing Construct, a premium label of upgraded working styles.
The chief marketing officer of the Texas-based business, Sarah Crockett, thinks that the secret to Dickies’ success is its ability to stay true to itself even as the fashion pendulum swings and the brand is accepted as more of a lifestyle label. She gave the skating community as an illustration, stating that Dickies has long been the preferred brand due to the items’ dependability, which attracts new and younger customers to the company.
“We’re big believers in partnerships and collaborations,” she remarked. “Dickies is a blank canvas, and we are here for the makers and we benefit by reaching new audiences.” She claimed that Dickies’ most effective partnership to date was with Jameson, the Irish whiskey brand that was offered in 26 nations, and the relationship between Sydney Sweeney and Ford, which was motivated by the actress’ restoration of a 1969 Ford Bronco, brought the most visitors to the Dickies website.
Every cooperation, according to Crockett, “serves a different purpose, but they all play a part in helping us resonate with various customers.”
She claimed that while these partnerships generate publicity, they are separate from the classic workwear lines and typically don’t appeal to the core Dickies customers who purchase the brand for their employment. The “simplicity of the product,” in her opinion, benefits both the conventional collection and the more lifestyle-oriented pieces. Workwear’s fabric and silhouette can be interpreted and dressed in a wide variety of ways. The draw is that flexibility.
Wrangler has collaborated with other companies over the years, including Fender, Mini Rodini, and Gant. Their upcoming autumn collection with Sandro is just one of them. The Westernwear brand’s brand marketing stated that the company seeks out partners who are “authentic to the Western space” as well as those designers and companies who are “starting to trend in pop culture” and have a “similar value system.”
And it’s working. “These collaborations have helped to drive growth in our awareness amongst a younger and more diverse audience, gain new distribution, increase organic and direct search across our owned digital channels, and drive engagement across our social channels,” she said. Since we have a long history with both workwear and utility styles, Wrangler specifically gains from this because it’s an authentic location for the brand.
The shift in consumer attitudes is also beneficial for the outdoor market, and the industry’s top players are reaping the benefits. Since its inception 85 years ago, Columbia Sportswear has concentrated on the outdoor market. It introduced the Landroamer Collection of outerwear, sportswear, and footwear earlier this month in an effort to target the “overlanding community,” a growing subculture of young people who like off-roading and camping. The range does, however, have contemporary aesthetics in addition to all the bells and whistles need to stay warm and comfortable in the wilderness.
Lee Braxton, product line manager for men’s sportswear, said, “We’re always looking for the white space but also what is authentic to the brand.” “We’re concentrating on major trends like vehicle-based adventuring because we saw a market opportunity for those who recently discovered the outdoors and felt revitalized. Additionally, we have permission to operate there because Columbia is a heritage brand. It was a lovely convergence of ideas that the concept for Landroamer was born at the same time as the fashion industry was considering functionality.
Ryan Bucci, senior product line manager for Columbia’s PFG (performance fishing gear) brand of footwear, added: “People have been spending more time outside over the past ten years and the epidemic has increased that trend.
increased it. And that broadened the scope of what you could do outside.
Three types of footwear—a waterproof boot, a Scout book, and a Camper shoe—as well as a quilted shirt jacket, a down parka, and oversize pants—are featured in the Landroamer line.
Whether you’re in the Grand Canyon or the metropolis, these essential, foundational pieces, according to Braxton, convey the outdoors. With this collection, “we tried to keep an eye on the past while remaining consumer focused to make the product more relevant.”
Shoppers looking for genuine outdoor goods often turn to L.L.Bean, which was established 111 years ago in Maine by enthusiastic hunter and angler Leon Leonwood Bean. “In place of our primary focus has been on creating high-quality, long-lasting outdoor products rather than following trends, according to Amanda Hannah, the company’s head of external communications and brand engagement. “Both those who have worn L.L.Bean from childhood and others who are just now learning about the brand still connect with its past. We attribute our consistent dedication to craftsmanship and products that encourage outdoor recreation as the reason for our products’ continued relevance. Our tough Field Coat, Maine Guide Shirt, Chamois Shirt, beloved Boat and Tote, and the boot that started it all — the Maine Hunting Shoe — are some of our most well-known, long-standing products that were intended for practical purposes but have found their way into daily wardrobes.
L.L.Bean has collaborated with a wide range of companies over the years, including Todd Snyder, Nordstrom, Moosejaw, and Scheels, who “help us bring to life the unrivaled beauty of Maine through a variety of products,” according to the spokesperson.
Furthermore, she does not perceive a resolution. “At L.L.Bean, everything is made with durability in mind. While fashions come and go, there’s nothing like a well-made jacket that your grandfather passed down to you or a beautiful pair of boots that can be resoled repeatedly. I believe that consumers want for high-quality, lovingly crafted products with a compelling backstory. That is what L.L.Bean stands for, and in my opinion, it is what will keep our brand relevant for another 111 years.
