Women at Work Collection
For International Women’s Day, we launched a special collection that celebrates women's past, present, and future. With a nod to the iconic Rosie the Riveter, a trip back in our own archives, and a fresh take on what she needs to work and feel her best— this is her Women at Work Capsule.
It was only natural to team with a few real life riveters, the Licensed A&P Mechanics over at Ace Aviation in Ann Arbor Michigan. We shared their unique stories and perspectives as women in a male dominated industry throughout Women's History Month as we slowly launched product created with them in mind.
We first teased, then revealed the Rosie Tee for launch.
Direct sales were donated to TradesFutures, a non-profit supporting careers in construction.
How we captured the entire collection with a social first strategy:
Women at Work capsule experience on Carhartt.com:
With storytelling on the Carhartt blog:
the team who made it happen: Carol Bax, Laura Aronson, Helena Sylvester, Amara Waters, Alex Porter, Matt Cleary, Kate Zielinski, Dan Oberbruner, Gerardo Zamora-Diaz, and me