CARHARTT PARTNERS WITH MUSICIAN LUKE GRIMES FOR STAGECOACH

Workwear brand Carhartt and musician Luke Grimes are launching a partnership as a platform to raise awareness for the importance of skilled trades roles within the TV, film, and music industries. The collaboration launches on the heels of an album release and ahead of Grimes’s 2024 Stagecoach music festival performance, April 26 to 28.

The partnership includes a five-minute short film, titled “Setting the Stage,” where Carhartt shares the untold story of how Luke Grime’s working-class roots in Ohio helped create a legacy within TV, film and now music. The video provides a unique look into Grimes’s creative work – from the construction of a song to the construction of performance, paying tribute to the hardworking stage crews that make dreams (like his) a reality.

Built on shared values of hard work and staying true to oneself, Carhartt has entered a formal partnership with Grimes to feature him in upcoming creative and social content that inspires people to build their own legacies through hard work. Throughout the year, Carhartt will evolve the creative to share unique glimpses into the performer’s life and showcase how Carhartt is helping him forge a legacy across various activities, stages and environments.