When Carhartt began, 38% of the workforce was devoted to farming and 31% worked in mining, manufacturing, and construction. Today, the average worker spends 43.6% of the workday sitting. After making workwear for a century, the company burst into the streetwear fashion mainstream in the ‘80s and ‘90s, with clothes eventually being spotted on Drake, Rihanna and even former President Obama. Despite this popularity, Carhartt never really swayed from its core strategy.

WSJ explains how Carhartt stays true to its identity while growing its business despite work changing across the country.

0:00 Carhartt’s popularity
0:34 Carhartt’s foundations
1:40 Focus on workwear
4:45 Carhartt’s pivot

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