Durable clothing brand Carhartt has announced an exciting collaboration with actor and musician Luke Grimes to celebrate hardworking individuals and their journeys to success.
The partnership, which comes as an extension of its "History In The Making" campaign, kicks off with a five-minute short film.
In "Setting the Stage," Grimes shares his personal story of transitioning from skilled trades to a flourishing career in entertainment.
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Growing up in Dayton, Ohio, the country musician began his career in concrete work with his brother-in-law.
"Not easy work, but it was great. It was really rewarding and, you know, it paid good," he shared in the short documentary.
Throughout the film, Grimes gives viewers a candid look into his backstory, his creative process in songwriting, and how his background influences his music and acting.
The short film also pays tribute to the hardworking stage crews who help bring Grimes's music to life on stage.
Embracing Hard Work
Exemplifying hard work and perseverance, Grimes' journey is a testament to the values that resonate deeply with Carhartt's ethos since its beginnings.
Carhartt's Chief Brand Officer Susan Hennike expounded on the company's decision to collaborate with the musician in a press release.
"Carhartt has stayed true to its hardworking roots since 1889, and like Carhartt, Luke exemplifies the type of roll-up-your-sleeves attitude and work ethic that has defined us and our consumers for 135 years."
"Together, we look forward to inspiring hardworking people everywhere to feel confident that they too can build a lasting legacy that transcends generations," Hennike added.
Grimes also shared that when he first entertained the thought of a brand collaboration, Carhartt was the first company that came to mind.
"I still have this blue-collar way of approaching things — the get-it-done attitude and taking pride in what you do. Those kinds of things are important to me," he said.
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Editing by Katherine 'Makkie' Maclang