Detroit’s Chevrolet and Dearborn’s Carhartt today announced a strategic partnership where Carhartt will become the official workwear of Chevy Trucks and the vehicle maker will be the official partner of the apparel retailer.
“When you look at both of our brands and our customers, there’s a natural connection between Chevrolet and Carhartt,” says Hugh Milne, marketing manager for Chevrolet Truck. “Both have more than 100 years of history rooted in Detroit. And today, both brands have built a reputation for delivering quality, durable products.”
Carhartt was founded in 1889 when its founder, Hamilton Carhartt, recognized the need for stronger, durable garments for railroad engineers. Under the motto, “Honest value for an honest dollar,” the Carhartt bib overall was created and rapidly evolved into the standard for quality workwear.
Chevy Truck recently celebrated its centennial, delivering the first trucks to customers in 1918. Chevrolet has built more than 85 million trucks globally in the 100 years since.
“Teaming up with Chevy Trucks was a natural fit for us at Carhartt, as it aligned two Detroit-based iconic brands serving hardworking men and women throughout the nation,” says Janet Ries, vice president of marketing at Carhartt. “Our mission is to develop rugged gear to serve and protect hardworking people; it’s built to be dependable and built to last – just like Chevy Trucks.”
Connecting these two iconic Detroit brands provides ample opportunities for organic placements and integrations in the coming year. For example, the staff of the Chevy Truck Tour will begin wearing Carhartt apparel this summer. The Chevy Truck tour will visit more than 50 events this year, showcasing its new products to more than 3 million guests across the country.