Art Director: Crystal Imah
Copywriter: Crystal Imah
Photographer (Select): Crystal Imah
Video Editor: Crystal Imah
2023 One Club Awards Denver: GOLD
Carhartt
Human Aged
21 billion pounds of clothing end up in U.S. landfills yearly but your Carhartts shouldn’t be one of them. With their commitment to durability, their products are built to hold life’s memories over time. So, before you “Marie Kondo” your closet, remember those moments in your Carhartts, a first crush, family vacations or solo ones, and keep the best things where they truly belong.
Tell Us Your Story
Carhartt will bring nostalgia to Instagram, where they'll share mini vignettes of memorable moments in their products while inviting the audience to join in and rekindle excitement for the past.
Keep The Goods Good
Preserving your clothing means having more moments to cherish in them. Alongside the "Tell Us Your Story" series, Carhartt’s digital zine will share tips on maintaining your apparel.
Experience the Story
To celebrate memories, Carhartt will partner with Spotify to place plaques in cities inspired by the “Tell Us Your Story” responses. Each plaque will link to an episode on Carhartt's new "Threading the Past” podcast and invite listeners to relive someone else’s memory while creating their own.
Trade in for Better
Carhartt will simplify upcycling by helping you swap out your old clothes for a featured product from the "Threading the Past" podcast. Listeners can follow a link after each episode, choose a drop-off bin or nearby store, and Carhartt will handle the rest. You’ll get a memory-infused keepsake while Carhartt helps you properly recycle your clothing.
All Memory, A Work of Art
Carhartt will partner with the NY MOMA to showcase Carhartt-inspired memories using Midjourney. “Tell Us Your Story” responses become art through the platform, which will recreate the intangible and dream-like nature of our past. The showcase will allow people to reimagine and share their experiences, while celebrating the apparel that brought them together.
Memory recreated with Midjourney
“a surrealism dream of a female riding a longboard with friends on a New York skatepark ramp”
“a surrealism painting of a young black man in Osaka, Japan”
“a dream of a young man in a green flannel shirt sitting on top of a light brown horse in the middle of a field surrounded by friends”
“a surrealism dream of a young Fijian girl wearing a white t-shirt while shooting a basketball into a hoop in the driveway with her two-story house in the background”
The best pieces will be auctioned off with proceeds going to The Council for Textile Recycling, a non-profit advocating to reduce landfill waste through proper clothing donation and recycling.
Second-Life Tailor Shop
When it comes to preserving what we have a bit longer, Carhartt will lead by example. Located within the NY MOMA, their Second-Life Tailor Shop will patch up torn clothing with quality Carhartt materials, reviving otherwise unusable gear.
Carhartt Patchwork Collection
Reward sustainable choices by making them fashionable. Custom pieces from The Second-Life Tailor Shop will give you clothing to both brag about and create more memories in. A hole or snag doesn't have to mean the end of your clothing's use.