Labor Day weekend is almost here. Carhartt, America’s premium workwear brand since 1889, will close all retail stores, the corporate office, and U.S. manufacturing and distribution facilities on Labor Day to honor its employees and pay tribute to the country’s hardest working people.
Tony Ambroza, Chief Brand Officer at Carhartt, said, “We are committed to serving the workforce and being a champion for the skilled worker’s way of life, and with that, we want all laborers to enjoy a hard-earned, restful day off.”
Through the company’s “Carhartt for Workers” (CFW) platform, the company is helping to close the skilled trades gap and advocate for skilled workers. Carhartt is working with its long-time partners for this initiative: SkillsUSA, Team Rubicon and Future Farmers of America.
The company is also celebrating hardworking men and women with its new commercial, “Turning Rookies Into Veterans Since 1889”, directed by Peter Berg. Berg said, “Carhartt is a brand that speaks to me and outfits the people I’m obsessed with. The brand has done a good job of staying true to itself, understanding and respecting the working class. Carhartt’s passion is real, it’s genuine, and it’s not motivated solely by commerce, which makes me a big believer in the brand.”
The new campaign was developed to champion some of the hardest workers, day in and day out – the Rookies. It highlights the trials and tribulations a Rookie goes through on their first day on the job as they work to earn the respect of their peers.
Brian Bennett, Vice President of Brand Creative and Executive Producer at Carhartt, said, “We remind ourselves to never stop thinking like that rookie on his first day on the job. To be hungry and brave in the face of learning a new livelihood. I hope this campaign tells that nervous new kid or the guy one year away from retiring, don’t worry, Carhartt’s always got your back.”
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