Can traditional workwear brands appeal to everyone without alienating the people who made them? via inputmag
For both Phil and Mona, workwear pieces serve as a daily uniform, not a fashion statement. “I don’t go out to dinner in my Carhartt pants,” said Mr. Courtman, “but I guess [other] people do.” The trend is “funny” to the couple, they say, but it’s easy to see the appeal of workwear: “When we wear [workwear], we feel good in it — you have the whole outfit,” explained Ms. Courtman, describing the put-together look of her canvas pants and boots.
With practicality in mind, the Courtmans shop for their workwear at outlets, only buying from official Carhartt stores for pieces they wouldn’t wear on the job. “Our workwear gets really damaged,” said Ms. Courtman. It wouldn’t make sense to spend hundreds on work clothes if they had to be replaced every six months, which is about how long their pieces last, she said. “We’re the [real] work in progress,” added Mr. Courtman.
It’s true — consumers are paying hundreds, or even thousands, to get the same look as the Courtmans. Over the past few years, distressed styles have skyrocketed in demand, glamourizing ripped apparel and . The worn look gives off an “effortless” vibe, ironically contrasting its high-end pricing. It really gives new meaning to “filthy rich.”Workwear silhouettes are meant for function over fashion, Theresa Massony, senior style editor of. While she first noticed utility-focused pieces in the ‘90s, she said the past five years have seen the workwear trend grow in popularity: “Hipsters in metropolitan areas love brands like Dickies, Carhartt, and even Wranglers and Dockers,” Massony explained.
“Fashion typically reflects current events,” Massony said. As the pandemic pushes consumers towards functionality — and perhaps dystopian design — utility-esque uniforms have become trendier. “[Workwear] is a little unassuming,” said Massony. “It allows people to dress androgynously — button-up shirts and Dickies pants aren’t inherently gendered.”
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