Carhartt launched and subsequently removed a women's line, once in WWII and again in the early 2000's. ​In 2011, I showed up and Carhartt tried again. This time it stuck. 

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I was the first and only creative working on women's. Awareness was low. Even if women knew about it, they still ended up shopping in the men's and boy's section. 

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Starting with a limited annual production budget and zero ad dollars, Carhartt Women's became the fastest growing portion of what's now a booming brand.

 

Since 2011, Carhartt's yearly revenue has grown by over a billion dollars. And we've come full circle with product as men have been spotted shopping in the women's section.