• Fri. Feb 7th, 2025

Carhartt to expand women’s clothing line, launches spring collection

Carhartt to expand women’s clothing line, launches spring collection

With the launch of its spring 2024 women’s collection Thursday, Dearborn-based Carhartt Inc. wants to deliver a message to customers: Despite its reputation as a masculine brand, it does, in fact, make clothes for women.

The workwear brand has been selling clothes sized for women for more than a century, starting with women’s coveralls for industry workers in 1917. This new line, though, which includes sweatshirts and T-shirts in TENCEL-branded fibers in both Jersey and French Terry, represents the start of an effort years in the making to offer clothes specifically designed for women.

“I kept hearing that (the customer) didn’t want to … ‘Pink or shrink it,’ ” Susan Hennike, chief brand officer at Carhartt, said in an interview at a launch party for the collection Wednesday at Carhartt’s pop-up store in Midtown Detroit, describing taking a men’s product and shrinking it to fit a woman or simply changing the color to appeal to women. “It doesn’t work.”

Carhartt to expand women’s clothing line, launches spring collection

The motive behind creating the new line was the growing number of women working in the trades, and specifically in construction, where women represent about one in 10 workers in the industry, a share that has been growing since 2016, according to data from the U.S. Bureau of Labor Statistics.

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