Carhartt Launches "Everyday Icon" Campaign

Consumers are the co-authors of the campaign that features real tradespeople and craftspeople who use Carhartt gear to create lasting accomplishments

Sep 14, 2011, 11:43 ET from Carhartt

DEARBORN, Mich., Sept. 14, 2011 /PRNewswire/ -- America runs on the sweat and skill of our nation's tradespeople and craftspeople.  This fall, Carhartt is calling on these everyday men and women as part of its new "Everyday Icon" campaign.  Instead of using celebrity talent and models, Carhartt is using Everyday Icons to tell their story and, as a natural evolution, tell the Carhartt story.


Carhartt searched from coast-to-coast for people who wear their story; those who depend on Carhartt gear to get the job done.  The campaign begins with 11 Everyday Icons that will be featured throughout the campaign.  And what makes these people an "icon" is that they are all real tradespeople and craftspeople who have used Carhartt throughout the years to create lasting accomplishments.  From organic farming to handmade pottery, and blown glass to fresh new hoppy brews, our icons span the United States and run a diverse gamut from skilled tradespeople to true artisans.  Despite their diverse occupations, one tool they all have in common that is required to get the job done is Carhartt.

"For more than 120 years, Carhartt has produced some of the most rugged and durable work wear on the planet. Each person that comes into contact with the brand has a remarkable story to tell, and we want to highlight those stories and make the everyday tradespeople and craftspeople the hero," said Tony Ambroza, Carhartt's Vice President of Marketing.  "Carhartt's Everyday Icon campaign is a salute to this country's hard working men and women by giving them a voice and making them the co-author of our brand's living legacy."

The 11 Carhartt Everyday Icons include:

  • Pattie McGovern, Landscape Designer – Grand Rapids, Mich.
  • Taylor Nahrgang, Horse Trainer – Bozeman, Mont.
  • Christa Assad, Artist – Berkley, Calif.
  • David Retsky, Organic Farmer – Berkley, Calif.
  • Rodney Williams, Electrical Contractor – Detroit
  • Theresa Heredia, Winemaker – Napa, Calif.
  • John Haggerty, Brewer – Holland, Mich.
  • Peter Lee, Contractor/Builder – Big Sky, Mont.
  • Andy Madvin, Glassblower – Detroit
  • Rob Madvin, Glassblower – Detroit
  • Stephanie Quayle, Musician/Rancher – Bozeman, Mont.

Carhartt will release the stories of two new Everyday Icons per week starting today, September 14 through Friday, October 14. Consumers and fans can go to Carhartt's Facebook page to check out the campaign at:

Beginning mid-October, Americans everywhere can go to Carhartt's Facebook page,, to submit stories and photos of co-workers, friends or family members who they believe are also worthy of recognition as part of Carhartt's "Everyday Icon" campaign on Carhartt's Facebook page. Each week, an "Everyday Icon" will be selected from fan submissions for weekly prizes such as Carhartt gear and an opportunity to see GRAMMY® Award-winning Zac Brown Band in concert. More details to follow early October.

About Carhartt, Inc
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 3,600 employees worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt. For more information, visit

SOURCE Carhartt