hero

Case Studies

CARHARTT

 

About Carhartt

Jackets & coats, overalls, coveralls, shirts, jeans and fire resistant clothing commonly seen on farmers, construction workers and others who need clothing and accessories that can stand up to the rigors of hard work.    

 

Highlights

  • Carhartt and REALTREE work together to adapt REALTREE patterns to Carhartt’s iconic duck fabric.

  • Carhartt’s products in REALTREE camo have seen double-digit growth over the past two years outpacing its standard apparel offerings significantly.

  • With REALTREE’s help, Carhartt will expand its Realtree offerings especially in hunting apparel.

     

Download Full Version

Carhartt, a clothing manufacturer founded in 1889, immediately brings to mind images of rugged, hard-orking men and women in equally rugged and hardworking clothing. The company designs and manufactures overalls, flame-resistant workwear, outerwear, sweatshirts, sportswear, and pants favored by farmers, construction workers and other hard-working individuals.

 

The relationship between REALTREE and Carhartt got its start roughly 10 years ago at the request of one of its outdoor retailers. The retailer was very specific in its request that Carhartt offer REALTREE camo in its signature cotton duck fabric. The two companies met and explored options to use REALTREE patterns on Carhartt’s iconic duck fabric. It has not always been easy to get camo pattern companies to work with Carhartt because of its stringent quality standards for its premium duck fabric. However, REALTREE remained flexible and worked closely with Carhartt to identify facilities in the U.S. that could print its camo patterns on fabric that met Carhartt’s strict quality standards. 

 

"Items offered in REALTREE have seen double-digit growth over the past 2 years.  Carhartt has experienced high growth across the board but the REALTREE products have outpaced its standard products significantly."

— Deb Ferraro, Vice President of Product Design, Carhartt

 

REALTREE camo has been so popular that Carhartt now emphasizes REALTREE, offering 49 styles, some of them specifically for hunting.  Deb Ferraro stated, “Items offered in REALTREE have seen double-digit growth over the past two years.  Carhartt has experienced high growth across the board, but the REALTREE products have outpaced its standard products significantly.”

 

Carhartt considers REALTREE to be a strategic partner. It has allowed Carhartt to grow the product offerings in REALTREE which in turn has resonated well with its consumers. According to Ferraro, “The demand has been there but REALTREE has been flexible and made it easy to grow the business.” In her mind, the real key to the success of the Carhartt and REALTREE partnership is that both companies share the same values and culture. “The culture of REALTREE and Carhartt is definitely aligned,” Ferraro added. “Carhartt values a culture of respect and integrity and having a partner that has those same values is very important.” 

 

“The demand has been there but Realtree has been flexible and made it easy to grow the business”

— Deb Ferraro, Vice President of Product Design, Carhartt

 

Carhartt intends to put additional emphasis on hunting apparel, and REALTREE will be an integral part of this and future product initiatives.

 

View All Case Studies