Carhartt, the US-based workwear brand has released its spring 2024 women’s collection. Sweatshirts and T-shirts with TENCEL-branded fibres in both French Terry and Jersey are part of this new collection.
“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 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.”
The increased proportion of women employed in trades, particularly in construction, where they make up roughly 10 per cent of the workforce, served as the impetus for the new line’s creation.
The shirts range in price from US $ 25 for a T-shirt to US $ 60 for a crewneck sweatshirt. They are available for purchase at Carhartt.com and a few select retailers nationally. Other colours available for the shirts are peach, coral, and lilac.
Carhartt intends to introduce a number of other lightweight women’s goods later this year, including joggers and work trousers.
