Carhartt’s CEO states their primary attention has always been on serving blue-collar workers—yet hipsters still embraced the brand: ‘We’re open to everyone … who values and honors hard work’

Carhartt and Ford: Staying True to Their Roots Amid Changing Trends

While many fashion labels chase the latest influencer-driven fads, Carhartt stands apart by remaining steadfast in its original mission. Even as the brand has gained popularity among urban trendsetters from Brooklyn to Berlin, CEO Linda Hubbard emphasizes that Carhartt’s focus remains firmly on serving workers.

“Our commitment has always been to those on the job site—we don’t try to appeal to everyone,” Hubbard explained in an interview with Fortune, joined by Mary Culler, President of Ford Philanthropy. The two Detroit-based companies have recently formed a multi-year alliance to strengthen what Ford CEO Jim Farley calls “the essential economy.”

Farley estimates that over a million positions in manufacturing, construction, and automotive sectors remain unfilled. “The essential economy is at a turning point,” he told Fortune. “We’re facing stagnant productivity and the outdated notion that a four-year college degree is the only route to success. With 95 million jobs forming the backbone of our nation, it’s time to shift that perspective. Ford and Carhartt are collaborating to invest in workforce development, community support, and the resources needed by those who keep the American Dream alive. We must reinvest in the people whose hands keep our world running.”

Culler acknowledged that change won’t happen overnight, but Ford is committed to breaking down barriers such as the high cost of tools and transportation, which often prevent people from entering skilled trades. “We need to start addressing these challenges head-on,” she said.

Detroit Roots and Shared Values

The partnership between Ford and Carhartt has been effortless, Culler noted, largely because both companies share similar values and are headquartered in Detroit. The collaboration resonates with her personally, especially as her own children navigate a competitive job market after college. She shared, “Whenever my kids return from school, they always want to visit the Carhartt store in Detroit—it’s a must-stop for them.”

Both organizations have a history of working together through local volunteer projects. Culler recalled joining Carhartt employees for a Tool Bank USA initiative, where they built benches for a local park. “I could spot the Carhartt team instantly—they wore the coolest overalls,” she said. “I wanted a pair right away! The Ford volunteers, of course, had their signature blue shirts.”

Culler described the collaboration as a natural fit, observing that Ford trucks and Carhartt gear are a common sight on job sites. Now, the two companies are moving beyond raising awareness to implementing real solutions for the essential workforce.

Hubbard believes that their shared commitment to community and economic opportunity makes the partnership so effective. Whether revitalizing the innovation hub or building park benches, both teams have found immediate synergy in their aligned missions.

Although Carhartt has become a favorite among style-conscious consumers—GQ even noted the brand was “having a moment” in 2023—Hubbard attributes its broad appeal to authenticity and a legacy passed down through generations of working families. As the Detroit Regional Chamber of Commerce reported in 2020, Carhartt has produced over 10 million pieces of workwear in the U.S., making it the nation’s largest workwear manufacturer.

“Everything we create is built for work, and we welcome anyone who wants to honor hard work,” Hubbard said. “If people outside our core audience want to wear Carhartt to celebrate that spirit, we’re happy to have them.”

Hubbard never set out to lead one of America’s coolest brands. Her journey from public accounting to the helm of a 137-year-old Detroit company now places her at the forefront of efforts to help young people pursue skilled trades, with Ford as a key partner. “We’re a workwear brand, and that’s what we’ll always be.”

From Accounting to the Top of Carhartt

Hubbard’s career began in public accounting, far removed from the rugged jackets and hoodies now beloved by both job-site crews and city dwellers. “If you’d told me I’d end up selling T-shirts and hoodies, I wouldn’t have believed it,” she laughed, highlighting the unexpected turns her career has taken. She credits a series of opportunities, rather than a strict plan, for her rise from spreadsheets to CEO of a legendary workwear brand.

“One thing about public accounting,” she said, gesturing to her teal Carhartt jacket, “is you can’t dress like this.”

Culler agreed, noting that whenever she sees Hubbard in Detroit, she’s always sporting a stylish Carhartt jacket. “I wear her brand all the time—it’s just so cool.”

Hubbard, modest about the compliment, explained that her decades of accounting experience have been invaluable in her leadership role. She joined Carhartt as CFO in 2002 after two decades as an audit partner at Plante Moran, served on the board of the Federal Reserve Bank of Chicago, and spent ten years each as Carhartt’s CFO and then president and COO before becoming CEO in 2024.

“Our focus has always been on the worker, and I think that staying true to our roots is what draws people to Carhartt,” she said.

Her unconventional path shapes the advice she gives to young people. Asked if she had mapped out her career, she replied, “Absolutely not.” She encourages job seekers to remain open to new possibilities and to pay attention to the opportunities that arise. “Keep an open mind and listen to what’s out there.”

Through their partnership, Ford and Carhartt are now providing more resources to help young people start their careers.

Empowering the Next Generation of Skilled Workers

For teens uncertain about college or students facing mounting debt, Hubbard and Culler stress the importance of both inspiration and practical support. Hubbard directs young people to Carhartt’s “Join the Trades” portal, developed with the National Center for Construction Education and Research, which helps users match their interests to trades, find training, and discover current job openings. Ford, meanwhile, partners with organizations like TechForce Foundation to offer scholarships, support services, and essentials such as tools and transportation—costs that often prevent students from completing technical programs.

Both leaders highlight that skilled trades often pay 25% to 50% above the median wage and can lead to management or executive roles. At Farley’s Ford Pro Accelerate conference, Hubbard met manufacturing leaders who began their careers as electricians before moving into the C-suite.

“I spoke with people who started in the trades, then later pursued business degrees to run their own companies,” Culler shared. “It’s inspiring to see how their careers have evolved over time.”

Hubbard smiled when told about a New York connection to Carhartt: the editor’s father’s favorite store, Dave’s in lower Manhattan. Like Carhartt, Dave’s has developed a cult following, even collaborating with the Highsnobiety magazine in 2023. “I know Dave’s,” Hubbard said. “I visited recently—they’re wonderful customers. The name is a bit misleading, as it’s now run by Bob and Adam, but it was founded by Dave. It’s a true Carhartt and New York experience.”

This article was originally published on Fortune.com