Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
‘47 BRAND x CARHARTT
COLLABORATION
FW 18
Category: Cross-Brand Collaboration
Headline Impact
This collaboration became one of ’47 Brand’s highest-selling collections, driving record sales upon release and continuing to be re-released across MLB, NFL, and NBA teams due to ongoing demand. Originally launched with the Boston Red Sox and Detroit Tigers, its success quickly proved scalable across leagues and consumer bases.Overview
Briefed by marketing to create a collaboration with Carhartt,I designed a collection that authentically merged Carhartt’s workwear heritage with ’47 Brand’s sports licensing strength. The goal was to build a product line that connected blue-collar authenticity, lifestyle relevance, and sports fandom in a single, versatile story.
Design Process & Strategy
- Consumer Insight: ’47’s strongest response comes from material-driven stories, particularly washed, distressed fabrics on silhouettes like the Clean Up and Franchise.
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Carhartt Material Story: Integrated Carhartt’s duck canvas and heritage colors (brown & navy), and added washed finishes to appeal to core consumers across ages.
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Authenticity in Details: Incorporated brass eyelets inspired by Carhartt’s brass zippers, and applied Carhartt woven labels as collection identifiers.
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Silhouette Mapping:
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Clean Up & Franchise (washed styles): Targeted heritage/older consumer base with a worn-in, authentic Carhartt feel.
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MVP (structured, curved visor, unwashed): Brought in Carhartt’s stiffer, workwear fabric story while appealing to the mainstream cap consumer.
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Captain Flat Brim (structured, unwashed): Extended into lifestyle/youth markets, aligning Carhartt authenticity with streetwear culture.
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Clean Up & Franchise (washed styles): Targeted heritage/older consumer base with a worn-in, authentic Carhartt feel.
Why It Worked
The collaboration succeeded because it was a 360° design solution with cross-market appeal, combining:-
Heritage authenticity (Carhartt materials & details).
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Sports fandom (’47 licensed teams).
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Lifestyle relevance (Streetwear-oriented silhouettes).
This balance allowed the collaboration to resonate across multiple consumer segments, ultimately becoming a continuously re-released, best-selling program for ’47 Brand.