by John Russel Jones

Carhartt, in partnership with Snap Inc., today launched a digital collection of workwear that enables users to deck out their Bitmoji avatars in their favorite Carhartt gear, including jackets, double-front pants, and T-shirts.

“From the job site to the great outdoors, Carhartt is worn with pride by those who feel inspired by the brand values and styles,” said Janet Ries, vice president of marketing at Carhartt. “We are inspired daily by these people and are excited that the Bitmoji community requested Carhartt become part of their digital wardrobe experience.”

Inspired by Carhartt’s most popular men and women styles, the new digital offering enables Snapchat and Bitmoji users everywhere to authentically represent themselves in the digital world through a variety of products and colors. The digital attire includes the brand’s iconic Detroit Jacket, K87 Short Sleeve Pocket T-shirt, Force Sweatshirt, BO1 Double Front Pants, and Duck Bib Overalls.

“Apparel is a form of self-expression and we love to see Bitmoji facilitate that experience in a fun and creative way for so many Carhartt lovers,” said Rajni Jacques, Global Head of Fashion and Beauty at Snap Inc. “We value our community feedback, and we are inspired by their passion and desire to feel represented and fashionable both in real-life and in the digital world.”

The products that inspired the Carhartt x Bitmoji collection are available to purchase on, and in select retail stores, so consumers can match their Bitmoji digital look in the real world.

“As we continue into the digital age and explore disruptive ways to deliver our brand experience, this is another example of how we are connecting and engaging with a new generation in an authentic and empowering way,” Ries added.

Fans will see their styled Bitmoji avatar in a variety of experiences on-and-off Snapchat, including in Chat and games, on the Snap Map, in Lenses, and in personalized content like Bitmoji Stories, and more.

Susan Hennike, Carhartt Chief Brand Officer

The family-owned workwear brand company also just announced the appointment of Susan Hennike as its new chief brand officer. Hennike, who joins the company from Bombas,  brings more than 20 years of experience in global product marketing with companies Champion, Victoria’s Secret, Nike, and Adidas International. She will report to Linda Hubbard, Carhartt’s president and chief operating officer.