Carhartt and Chevy enter strategic partnership

By

Gabriella Lacombe

Published
Jul 10, 2019

Workwear brand Carhartt and Chevrolet have announced a strategic partnership, with Carhartt becoming the official workwear of Chevy Trucks and Chevy Trucks becoming the official partner of Carhartt. 

"When you look at both of our brands and our customers, there's a natural connection between Chevrolet and Carhartt," said Hugh Milne, Chevrolet Truck marketing manager. "Both have more than 100 years of history rooted in Detroit. And today, both brands have built a reputation for delivering quality, durable products."

In a press statement, the two companies said that the partnership will provide multiple opportunities for organic placements and integrations in the coming year.

This summer, the staff of the Chevy Truck Tour will begin wearing Carhartt apparel. The tour will visit more than 50 events this year, showcasing its new products to more than three million guests across the country.

"Teaming up with Chevy Trucks was a natural fit for us at Carhartt, as it aligned two Detroit-based iconic brands serving hardworking men and women throughout the nation," said Janet Ries, vice president of marketing at Carhartt. 

The partnership follows Carhartt’s collaborations with Mr Porter and a collaboration celebrating Nigerian musician Fela Kuti earlier this year.