New creative tells untold story of
Luke Grimes' blue collar roots and
humble beginnings alongside the work of crews behind the scenes to
help forge his legacy in music and beyond
DEARBORN, Mich., April 24,
2024 /PRNewswire/ -- Everyone has pursuits that
are worth the grind, and since 1889, Carhartt has empowered
hardworking people to get the job done with durable gear to create
their own legacies. Writing the next chapter of its "History In
The Making" campaign, Carhartt, America's premium workwear
brand, has partnered with actor and rising musician, Luke Grimes, to champion those building their
futures through relentless hard work.
This mission comes to life in the form of a five-minute short
film, titled "Setting the Stage," that shares the untold story of
how Luke Grimes' experience working
in the skilled trades helped create a legacy within the TV, film
and now music industries. Never forgetting where he came from or
the people who helped him along the way, the film begins to
spotlight the future Carhartt and Luke are building together – from
the composition of a song, to the construction of a live show and
the hard work in between. The creative, which will also feature
:30, :15 and :6 second cuts, provides a unique look through
Luke's own words on his backstory, his creative process and how his
blue-collar background inspired the music he writes and the ways in
which he approaches the characters he plays. Additionally, Luke
pays tribute and turns the spotlight on the hardworking stage crews
who get the job done to help bring his music to the stage.
"When I thought about doing a collaboration with a brand,
Carhartt was the first company that came to mind because of what
they're about and who it's for," said Luke
Grimes. "I grew up in Dayton,
Ohio and one of the first jobs I ever had was working
concrete. I still have this blue-collar way of approaching things –
the get it done attitude and taking pride in what you do.
Those kinds of things are important to me."
Grimes is no stranger to seeing through a personal passion and
legacy from the ground up. Using the work ethic instilled in him as
a concrete worker in the Midwest, Luke's humble beginnings have led
to forging successful careers in both acting, including a leading
role in America's top rated show, and country music, with a
self-titled debut country album, 'Luke Grimes,' while maintaining a
deep appreciation for the trade workers who make his dream a
reality.
"Carhartt has stayed true to its hardworking roots since 1889,
and like Carhartt, Luke exemplifies the type of
roll-up-your-sleeves attitude and work ethic that has defined us
and our consumers for 135 years," said Susan Hennike, chief brand officer at
Carhartt. "Together, we look forward to inspiring hardworking
people everywhere to feel confident that they too can build a
lasting legacy that transcends generations."
Throughout the year, Carhartt will evolve the creative to share
unique glimpses into Luke's life and showcase how Carhartt is
helping him forge a legacy across various passions, stages and
environments. With the appropriate Carhartt gear for any situation
– from onstage performances to outdoor activities – the brand will
help him leave his mark no matter what he faces.
Together, Carhartt and Luke will continue to celebrate and
connect with hardworking people in the months ahead. Check back to
Carhartt.com/Luke-Grimes to discover all the ways Carhartt and
Luke are championing hard workers and spotlighting fulfilling
careers in the skilled trades.
About Carhartt
Established in 1889, Carhartt is a global premium workwear brand
with a rich heritage of developing rugged products for workers on
and off the job. Headquartered in Dearborn, Michigan, with approximately 3,000 employees
worldwide, Carhartt is family-owned and managed by the descendants
of the company's founder, Hamilton Carhartt. For more information,
visit www.carhartt.com.
Creative Credits:
Carhartt in partnership with Luke
Grimes, Anomaly Content & Entertainment and Stept
Studios.
For Carhartt:
Alex
DiFilippo
Carhartt, Inc.
adifilippo@carhartt.com
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SOURCE Carhartt