CARHARTT GEN-Z CAPSULE COLLECTION
A deep dive into the identity and values of Gen-Z during an internship for Apparel Product Design at Carhartt created a exCiting opportunity to design a workwear collection for the new generation.
who they are
Noah, 19, curates his clothing slowly as he chooses to spend his money on reliable staple pieces that he knows are made to last. He intends to either donate or re-sell his quality clothing rather than contribute to fast fashion. Noah’s closet consists of dark and neutral colors for their versatility. While he currently studies trades and completes an apprenticeship, he plans on owning his own furniture making business.
who they are
Ava, 22, draws herself to brands that represent her social views and give back to different communities. Nature influences the choice of color and materials in her wardrobe and accessories. Her passion for the environment and community inspired her to create her own career in providing sustainable living systems to impoverished communities around the globe.
value focus: versatility
versatile pieces are important to gen-z as they are drawn to garments that can be worn in multiple ways. modularity is a valuable function in their apparel choices as this attribute provides the ability to use different elements in their clothing as needed.
value focus: fluidity
Gen-Z prefers to build a wardrobe that seamlessly allows them to go from work to leisurely activity. while facilitating both needs, it saves on cost as well.
carhartt conditions
In many ways, Carhartt already appeals to Gen-Z. The brand embodies authenticity and is true to its customer base and their goals. Inherently, Carhartt provides sustainable products built to last through wear and tear. Workwear also happens to be a stylistic choice the generation gravitates towards. However, great opportunity exists in facilitating Gen-Z’s needs and values like versatility and fluidity.
Mood boards
