Carhartt has grown in popularity in the last year. 

Carhartt has grown in popularity in the last year. While many clothing brands have suffered during the pandemic, Carhartt got a boost in 2020. Their online business never slowed down, and reportedly  picked up following the first round of stimulus checks. According to the company, they were “well-positioned to weather the retail downturn” since much of their core customers were blue-collar workers like electricians and linemen who usually wear their garb. However, another factor that helped their boost in business was their “growing cultural clout” among young shoppers. Celebrities like Rihanna and Kanye West have donned the brand in recent years creating more “brand awareness,” and the hashtag #Carhartt generates 1.7 million results on Instagram with posts full of young men and women “in urban settings wearing faded Carhartt Detroit jackets with Jordan sneakers and considered-looking jeans.” (WSJ)