How A $16 Hat Made Carhartt A Billion-Dollar Brand

How A $16 Hat Made Carhartt A Billion-Dollar Brand

Carhartt has been the unofficial uniform of America’s blue-collar workforce since 1889. The Detroit brand cut its teeth outfitting railroad workers with bib overalls before expanding its offerings for laborers from farmers to carpenters and construction workers. Once the hip-hop community adopted the workwear style, Carhartt became a pop culture icon.

Today, it’s almost impossible to walk around any major city from New York to Los Angles, from Tokyo to London, without seeing Carhartt jackets, Carhartt beanies, and Carhartt pants. The beanie is actually called the Carhartt watch cap and it’s by far its most popular product with Carhartt selling about 4 million of them a year. A wide range of celebrities from Jamie Foxx and Kanye West o Rihanna, Bella Hadid and Drake all wear Carhartt gear.

The company says it has never sought out that kind of attention. In fact, fast fashion and the fleeting exposure that comes with it are anathema to its mantra: outworking the mall since 1889.

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How A $16 Hat Made Carhartt A Billion-Dollar Brand

50 Comments

  1. Is2fiftyslow Fsport on December 27, 2021 at 3:34 pm

    As of late I’ve been getting into some Carharrt gear and I love it, the fit the raw and rugged look especially with pair of timberland construction boots, smh



  2. ffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffff on December 27, 2021 at 3:35 pm

    These titles are disgusting. What made Carhartt a billion dollar bran was making great clothes for 100 years, not some beanie that came out 20 years ago.



  3. ThinkingBud on December 27, 2021 at 3:36 pm

    I’m a lifelong Montana resident. I’ve always owned carhartt gear for the cold, also for hunting, fishing, etc. I love it and it’s kinda sad that some people think of it only as an urban, rugged style piece



  4. Bart Cornelius on December 27, 2021 at 3:37 pm

    Don’t give thugs too much credit. Blue collar workers are your base.



  5. Diesel Duane on December 27, 2021 at 3:37 pm

    And that’s the problem with carhartt all the celebrities started wearing it and now it’s unaffordable for the people it was created for hip hop has no business wearing carhartt it used to be for the working man



  6. lead slinger44 on December 27, 2021 at 3:38 pm

    I will tell anyone that listens that Carhartt makes the best beanie



  7. Blaise Dahl on December 27, 2021 at 3:40 pm

    Shoutout to Michigan.



  8. EightSixTrey on December 27, 2021 at 3:41 pm

    They are a top quality brand mainly because of it’s durability and just it’s overalls quality. And that’s the great thing about products made in the Americas, usually when it’s made in the USA and Mexico like these products. Worth every dollar and I’ll gladly pay too dollar for Carhartt



  9. Toby M on December 27, 2021 at 3:42 pm

    They already moved most of their production out of the USA…another "profit before ethics and social responsibility" company.



  10. Respect The Face on December 27, 2021 at 3:45 pm

    Great now I feel guilty about my jacket 😂



  11. James Jones on December 27, 2021 at 3:45 pm

    Carhartt ought to make a bed comforter set.



  12. Fabian Metzger on December 27, 2021 at 3:50 pm

    So just to clear things up here: Carhartt was a huge international streetwear brand BEFORE the beanies started selling extremely well after 2010. Also Carharrt US is not comparable to Carhartt EU and therefore rest of the world. Its a fashion in the whole world and has only sticked to its workwear roots in the united states.
    Worked for the company for 4 years and still rockin it everyday.



  13. Toby M on December 27, 2021 at 3:51 pm

    I think it really took off after Marvel’s "Luke Cage" who had it on in every episode. Then Hip Hop picked it up…Then it exploded with Chis Hemsworth in Avengers End Game. I just hope they don’t "dumb down" the quality to sell the brand in outlet malls across America…Like so many other brands have done (TH, RL…etc.)



  14. Steel Here on December 27, 2021 at 3:55 pm

    The woman in the thumbnail looks great in that hat. I would hang out with her. I sure would.



  15. Luke Triton on December 27, 2021 at 3:56 pm

    i have a beanie and it’s so warm tbh



  16. Louisga brillahp on December 27, 2021 at 3:56 pm

    The stupid sink aditionally curl because propane bodily search midst a magnificent accordion. redundant, nebulous manager



  17. Tom bryan on December 27, 2021 at 3:57 pm

    Buttery smooth hands and wearing workwear, what tools. Phony comes to mind



  18. John Smith on December 27, 2021 at 3:57 pm

    I never fancied Carhartt but once I wore a bib that let me warm, I was sold.



  19. Luis Mendoza on December 27, 2021 at 3:58 pm

    I love Carhartt because it lasts forever!! But I disagree with the attempt at making it cool and it makes me nauseous that rappers wear it, those clothes are made for blue collar, hard working individuals lake me who work construction or something….. NOT rappers!!! Wtf??



  20. DerHalbeEuro on December 27, 2021 at 3:59 pm

    This brand is sadly so overpriced here in Germany.



  21. itsglo on December 27, 2021 at 4:00 pm

    for me it’s the logo



  22. SouthShoreKingPinDashe1 SouthShoreKP on December 27, 2021 at 4:02 pm

    The lush authorisation compatibly claim because draw relatively film afore a fancy margin. stupid, moldy jeep



  23. Shanta Narain on December 27, 2021 at 4:03 pm

    Love my carhartt !!!



  24. Taylor Watson on December 27, 2021 at 4:05 pm

    My grandfather wore nothing but Carhartt when he mined coal for a living and came home and worked on his farm.



  25. Mr. Word on December 27, 2021 at 4:05 pm

    "carharrt fan" wtf is that lmao



  26. johnatan perez on December 27, 2021 at 4:07 pm

    All the working class people are pressed because now everyone wears carharrt?😂



  27. SusuOreo on December 27, 2021 at 4:07 pm

    This is about quality



  28. Viman82 on December 27, 2021 at 4:08 pm

    Come-on I purchased this hat and it is made in china .



  29. Fredy Rodriguez on December 27, 2021 at 4:08 pm

    Everyone wants to wear Carhartt but don’t wanna do Carhartt things



  30. Google EdwardBernays on December 27, 2021 at 4:09 pm

    It’s not fashion. The worth. Less. Generation that is setting trends co-opted it. Ur magazine outta touch tho, so u get a pass.



  31. Rod Knock Racing Co on December 27, 2021 at 4:10 pm

    I work on a cargo ship and all you see is carhartt shirts, hats, gloves, bibs, jackets, boots, etc. the fashion people are making it hard to get for the people that use it for work



  32. Seán Fitzgerald on December 27, 2021 at 4:12 pm

    I wear it because I actually need it. Unlike a lot of the people who are just jumping on a trend



  33. Bono Bo on December 27, 2021 at 4:13 pm

    Greatest brand ever made ngl



  34. Supreme Court on December 27, 2021 at 4:13 pm

    I just like the shape and the quality of this brand



  35. Dus Bus on December 27, 2021 at 4:15 pm

    I think I own every color of the pocket tee. Pretty much only tee shirts I wear.



  36. dashwig on December 27, 2021 at 4:17 pm

    So, check your drug dealers style, cause it might be the next trend to come.
    I like Carhartt & WIP, but seeing that generic hat everywhere just sucks.



  37. Daniel Tamayo on December 27, 2021 at 4:18 pm

    Too bad carhart is no longer a USA made icon . Round house is my new company I buy from .



  38. A P290 on December 27, 2021 at 4:19 pm

    If ur not blue collar please stay away from carhartt it’s meant for the working man/woman not for gangsters and hipsters



  39. Dale olson on December 27, 2021 at 4:22 pm

    How they junked their products and name ,by having their garbage made in China. Total crap👎👎👎👎👎👎💩



  40. Pain Exotic on December 27, 2021 at 4:22 pm

    People are saying this is for the "working class" yet Ive never seen anyone wear it but white ppl lol. Im black and come from a working class family. Literally only see white ppl wearing this hat.



  41. Clorox 2 on December 27, 2021 at 4:25 pm

    I still have the carhartt beanie my dad bough when I was born



  42. IronLionZion429 on December 27, 2021 at 4:25 pm

    I grew up in the country and have worn carhartt for years because it’s warm, waterproof, affordable, and lasts a long time. So I’ll be steering clear of WIP.



  43. Honourable giovanni on December 27, 2021 at 4:26 pm

    I love their hats. It’s really cool and looks perfectly fine on me.. and the quality is unmatched



  44. C on December 27, 2021 at 4:26 pm

    Comfortable, durable clothing is the type of fashion I like.



  45. Chris Giuliano on December 27, 2021 at 4:27 pm

    Good for the brand doing well in sales but from what I’ve seen it’s not just the hats that are popular the hoodies are too and I can’t find them anywhere a lot are sold out online due to this fashion statement now 🤦🏼‍♂️. They wanna wear Carhartt but they don’t wanna do Carhartt related work lol!



  46. Google EdwardBernays on December 27, 2021 at 4:27 pm

    The generation. That turned carhartt into a fashion is the most t,R. ash , useless . You have successfully taken the cool outta everything and turned it do-she!! Congrats Id – 33- its!!!
    I can’t even wear my shhhh… anymore because of u empty-
    Brains. Your the reason it’s made in oversea factories now!!! Go hypebeast in burning building!!



  47. ftpposse on December 27, 2021 at 4:28 pm

    Honestly I was die hard carhartt fan. I started wearing wearing it as a work gear. And I was super excited when you saw my favorite artists start wearing the brand. I own a pocket tee from 92 that still holds up. I purchased 4 pocket tee in the last couple of months and the pockets are coming apart? Im not even using them for work, just fashion and they are falling apart!?! Im disappointed on so many levels.



  48. ittss_ _ivaaan on December 27, 2021 at 4:28 pm

    Didn’t even know about carhartt til 2020 🤣



  49. Soren Kopp on December 27, 2021 at 4:30 pm

    I’m sad that this is the case, I love working in it on my ranch, but people use it as fashion,



  50. Vi Mos. on December 27, 2021 at 4:32 pm

    6:40 supreme never collabed with Carhartt smh