Carhartt has outfitted generations of farmers and trade professionals in its work clothing. Now hipsters and maker entrepreneurs are retooling their wardrobes with its canvas.
Excerpt:
"Tony Ambroza and the Maker Movement arrived at the Dearborn, Mich., offices of Carhartt about the same time four years ago. With stints at Nike and Under Armour under his belt, Ambroza decided to welcome young craftsmakers, artisans and Brooklyn hipsters to the Carhartt brand, known for sturdy canvas work clothes. The svp of marketing--the brand's top marketing post--obviously relates to makers "with blue-collar DNA" who create things with their hands instead of an app.
With Carhartt being a Detroit-area institution, you're getting a ground-level view of the changes in Motor City. Any surprises?
Detroit has become a magnet for the creative class from the millennial generation. I'm most amazed at the powerful sense of community among these young entrepreneurs and craftsmakers. They don't keep their work secret; they always seem to be on the lookout for how they can help each other."
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