Carhartt Chooses TENCEL™ for Women’s Workwear
Denim was the original workwear. Miners in the 1800s relied on durable woven denim overalls for their work underground. Over the years, the denim industry has expanded its fiber choices beyond cotton, using wood-based fibers like TENCEL™ in jeans.
Now, TENCEL™ is finding a home in modern work clothes beyond denim. Workwear brand Carhartt is catering to women with an apparel collection that leans on the softness and strength of Lenzing’s TENCEL™ fibers.
Carhartt is known as a go-to outfitter for those in outdoor and physical trades, such as farming or electrical work. The company is associated with durability and protective qualities, such as insulated and fire-resistant product options. The brand has found an audience beyond those who require rugged apparel for work, as the attire has been adopted as a streetwear staple.
With its Women’s Spring 2024 Collection, Carhartt is responding to the growing population of women in skilled trades. After listening to feedback from women in these jobs, the brand developed a collection to fit their needs. The line features T-shirts and sweatshirts made with TENCEL™ Lyocell fibers, creating clothes that are comfortable and breathable but also up to the task.
“After meeting with real women in the field, we repeatedly heard they needed lighter, more comfortable clothes versatile enough for both on and off the job that could outlast their day,” said Samantha Denton, vice president of women’s category at Carhartt. “We went to work to design products that feel softer and lighter, wear better and add breathability, without sacrificing durability. This collection is truly inspired by women, designed by women and built for women who know the definition of hard work.”
The shirts come in colorways such as clay, peach, coral and lilac. In addition to a soft hand feel, TENCEL™ fibers offer properties like moisture wicking and resistance to bacterial growth. Fabrics made with TENCEL™ fibers also drape and have a subtle sheen.
Carhartt plans to expand the women’s line into workpants and joggers, and it told Women’s Wear Daily that it may also grow its denim offerings.
Founded in 1889, Carhartt has a long history of women’s wear dating back to 1917, when it began making coveralls for women. “As a brand built on serving all hardworking people since 1889, creating the best gear possible for women is woven into the fabric of Carhartt’s history, and its future,” said Susan Hennike, chief brand officer at Carhartt. “Our new line of women’s gear represents a key innovation milestone further emphasizing that Carhartt is a brand for her, as we continue to empower and support women to go make history and light the way for future generations.”
Shop the collection here.