Chevrolet has entered a strategic partnership with Detroit-based workwear company Carhartt.
The apparel company, which is popular among construction workers, carpenters, mechanics and other laborers and contractors, will now be the “Official Workwear of Chevy Trucks and Chevy Trucks will be the Official Partner of Carhartt,” General Motors said in a prepared statement.
This will result in organic product placements between both companies and other product integrations. For example, all staff on the upcoming Chevy Truck Tour will be “proudly” wearing Carhartt apparel. The tour will visit “more than 50 events this year,” GM says, showcasing Chevy truck products to more than 3 million consumers across the country.
“When you look at both of our brands and our customers, there’s a natural connection between Chevrolet and Carhartt,” Hugh Milne, Chevrolet Truck marketing manager, said of the new partnership. “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 company founder Hamilton Carhartt recognized the need for railroad engineers to have tougher, more durable clothing. Its first product was the Carhartt bib overall, which was an immediate success and helped the company become the new standard for durable workwear. Today Carhartt “remains just as committed to developing the best products and creating authentic partnerships that help consumers on and off the jobsite,” the company says.
“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,” said Carhartt market vice president Janet Ries.
Keep an eye out for related products and other brand integrations from Chevrolet and Carhartt in coming months.