Carhartt
Carhartt's rugged workwear, streetwear lookbooks and industrial documentary campaigns
Featured Carhartt projects
This week's top Carhartt projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Carhartt · F/W 2026
Carhartt’s F/W 2026 campaign captures a series of atmospheric urban moments, transitioning from the subdued, dimly lit interiors of a local bar to the stark, industrial environment of a nighttime car wash. The campaign focuses on heavy-duty winter apparel, highlighting the textures of jackets and caps through a cinematic, desaturated lens. Directed by Alex Acy, the production features cinematography by Shane Bagwell, which frames the collection in a gritty, high-contrast aesthetic. Silvia Vinci provides fashion styling throughout the work, which was produced by OMAR films.
Project Carhartt · Carhartt GSM SS26 Lookbook
The Carhartt GSM SS26 lookbook masterfully recalibrates the brand’s rugged workwear DNA for a contemporary streetwear audience, blending functional utility with a sharp, editorial sensibility. Captured through the lens of photographer Aurora Troise, the campaign utilizes a deliberate studio strobe technique to emphasize the tactile quality of the collection’s fabrics, from quilted bombers to heavy-duty denim. By pairing bold, saturated backdrops in blue and yellow with minimalist grey surfaces, the imagery creates a high-contrast environment that allows the garment’s silhouettes to remain the primary focus. Casting director Zoard Heuze curates a diverse cast of models, including Jackson Hale and Jing Cleaver-Lyen, who inhabit the collection with an understated, quiet confidence that feels authentic to the streetwear space. The photography leans into a clean, graphic aesthetic, alternating between commercial precision and more atmospheric moments, such as the evocative low-key chiaroscuro portrait featuring intricate tattoos against the static hum of an analog television. This juxtaposition of technical sportswear, layered silhouettes, and classic workwear staples like the signature branded patches reinforces Carhartt’s enduring relevance. Every frame serves as a study in modern styling, proving that the brand’s evolution is rooted in both visual storytelling and an unwavering commitment to quality garment construction, ultimately positioning the SS26 range as a definitive statement for the upcoming season.
Carhartt · Luke Grimes (Part 2) 60
This cinematic 60-second spot for Carhartt features actor Luke Grimes as he reflects on life against the backdrop of rural Montana landscapes. The project captures the brand’s working-class aesthetic through a series of sweeping shots depicting cattle herds, hay fields, and vintage pickup trucks traversing dusty terrain. Produced by Stept Studios, the campaign utilizes a desaturated palette and natural lighting to lean into its raw, grounded atmosphere. The footage moves between intimate portraits of Grimes on a rustic porch and wide-angle cinematography of horseback riders navigating open country, reinforcing a consistent visual narrative throughout.
Carhartt · Made in Montana
Carhartt’s Made in Montana brand film highlights the daily routines of rural life in the Bitterroot Valley. Set against the backdrop of mountainous horizons and open plains, the piece features a portrait of ranch work and life on the land. Produced by Stept Studios with creative direction from Anomaly NY, the project utilizes a cinematic, live-action technique. The visual aesthetic is defined by a desaturated color palette and warm, natural light that emphasizes the rugged, earthy textures of the landscape.
Carhartt · 8 Second Ride
Carhartt’s 8 Second Ride captures the intersection of western heritage and workwear staples. Set within a rodeo arena, the film follows a subject in a signature green t-shirt as he prepares for a ride among horses and corral fencing. The project leans into a gritty aesthetic, utilising analogue film grain and desaturated colour grading to establish its tone. Cinematic, live-action techniques frame the subject against the dusty outdoor lighting of the arena.
Carhartt · 'The Farm'
Carhartt’s The Farm campaign offers an observational look at daily agricultural life. The project centers on the durability of workwear, capturing quiet, tactile moments of rural labor through a documentary lens. The film utilizes natural light and a desaturated color palette to emphasize the raw textures of leather, wood, and heavy-duty fabric. By focusing on the details of livestock management and manual farm tasks, the work anchors the brand’s outdoor and performance apparel within a grounded, countryside setting.
Project Carhartt · Women's S/S 25
Carhartt's Women's S/S 25 project presents a cohesive lookbook exploring the intersection of traditional workwear and relaxed streetwear. Photographed by Fiona Torre, the editorial series leans into a grounded, candid aesthetic, featuring a variety of seasonal staples including graphic tees, layered denim, and cargo utility skirts. Fashion editor and stylist Nelly Carle defines the collection's tone through thoughtful layering, pairing technical garments like duck camouflage maxi skirts and zip-up hoodies with casual accessories. The visuals utilize a mix of soft studio lighting and natural indoor light, set against diverse backdrops ranging from neutral charcoal walls to warm wood-paneled interiors. These clean, minimalist compositions highlight the textural quality of the collection's cotton and denim fabrics.
Project Carhartt · Carhartt WIP S/S 25
The Carhartt WIP S/S 25 campaign captures the brand's signature utilitarian aesthetic through a raw, observational lens. Shot by photographer Julia Marino with styling by Rebecca Purshouse, the project leans into a documentary-style approach that emphasises authentic human movement and textured, tactile environments. The imagery moves between sun-drenched outdoor scenes and stark, monochrome portraits. The collection is presented across a variety of settings, from urban streetscapes and weathered wood surfaces to intimate interiors, all bound by the consistent use of natural light and analogue film grain. By focusing on candid interactions and detailed close-ups of garments and accessories, the campaign highlights the functional simplicity inherent in the collection.
Carhartt · Football Made Possible - Uprights
In the latest installment of its Football Made Possible series, Carhartt peels back the curtain on the unsung mechanical artistry behind the sport we love. This corporate documentary shifts focus from the gridiron to the workshop, capturing the meticulous labor of a professional welder as he constructs the literal backbone of the stadium experience. By leaning into an industrial aesthetic, the piece highlights the marriage between rugged craftsmanship and athletic infrastructure. The film employs a cinematic approach, utilizing hard light to sharpen the contrast between the flying sparks of the welding torch and the stoic, yellow steel of the final goalpost. Through a combination of precise live-action techniques and thoughtful pacing, the narrative transforms a mundane fabrication process into a compelling testament to durability and precision. Unreasonable Studios delivers a project that feels as grounded and uncompromising as the apparel brand itself, with seamless post-production work by James McClintock that accentuates the grit of the metalwork. Max Cooper’s production oversight ensures the documentary remains visceral yet focused, capturing the structural integrity of the project without losing sight of the human effort involved. By elevating the creation of uprights to a craft on par with the game of football, Carhartt effectively cements its reputation as a champion of those who work in the real world, far from the polished lights of the arena.
Carhartt · Football Made Possible - Hero
In a striking visual narrative titled Football Made Possible, Carhartt peels back the curtain on the unseen labor that powers the sporting world. Rather than focusing on the spectacle of the game itself, this sportswear campaign pivots to the craftsmanship and grit of the stadium crews, framing their high-visibility gear as essential tools of the trade. The cinematic live-action technique captures the tactile reality of professional turf laying, steel welding, and structural maintenance, transforming routine manual labor into a grand industrial performance. By blending the organic textures of fresh greenery with the industrial harshness of welding sparks, the project leans into a balanced aesthetic of hard light and shadow, grounding the brand's rugged workwear identity within a high-stakes, real-world environment. Unreasonable Studios delivers a punchy, rhythmic editorial pacing that emphasizes physical endurance, while the precise post-production and VFX work by James McClintock elevate the documentary-style footage into a polished commercial film. Ultimately, the work succeeds by humanizing the massive effort required to host professional events, positioning the Carhartt aesthetic as the standard for those who work behind the scenes to make the extraordinary possible. Through this focus on functional durability and collective effort, the campaign reasserts the brand's heritage while maintaining a contemporary, lifestyle-driven appeal that resonates well beyond the traditional parameters of the construction site.
Carhartt · Football Made Possible - Stadium
In the latest campaign for Carhartt, titled Football Made Possible - Stadium, the brand pivots toward a poignant exploration of athletic legacy and architectural scale. By setting the narrative within the sprawling, vacant expanse of Highmark Stadium in Buffalo, New York, the film effectively centers on the transition between past icons and future builders. The project, falling under the Festivals and Events and Media and Entertainment sectors, eschews traditional high-energy sports advertising in favor of a measured, cinematic documentary approach. The visual language relies heavily on a clean, corporate aesthetic, utilizing precise live-action technique to capture the emotional weight of a lone figure navigating the massive infrastructure of the seating bowl. Through the use of sweeping drone footage, the production emphasizes the imposing geometry of the stadium, allowing the space itself to function as a character. With creative stewardship from Unreasonable Studios, the execution remains grounded and intentional, prioritizing the architectural gravitas of the venue. Max Cooper spearheaded the production, while the integration of nuanced sound design and sharp post-production VFX by James McClintock ensures that the underlying themes of heritage are felt rather than just stated. Ultimately, this piece masterfully leans into the quiet, industrial spirit synonymous with the brand, proving that silence can be as resonant as the roar of a full stadium crowd.
Carhartt · Football Made Possible - Field
Carhartt continues its exploration of grit and labor with Football Made Possible, a commercial project that redirects the lens from the industrial workshop to the manicured expanse of the gridiron. By focusing on Carolina Green in Indian Trail, North Carolina, the production captures the intersection of heavy-duty field maintenance and high-performance athletic environments. The work leans into a clean, cinematic aesthetic, utilizing sweeping drone footage to survey the vast, vibrant turf from a high-angle perspective that emphasizes both the scale of the landscape and the meticulous nature of the craft required to sustain it. Through this visual narrative, the project bridges the brand’s rugged heritage with the technical demands of sports and gaming infrastructure, positioning the field itself as a testament to hard work. The execution is elevated by seamless post-production and visual effects from James McClintock, which integrate crisp typography directly into the playing surface, grounding the digital elements within the physical space. Produced with the support of Max Cooper and anchored by the creative vision of Unreasonable Studios, the film avoids the frantic pace of typical sports advertising. Instead, it invites the viewer to appreciate the quiet, disciplined preparation that exists behind the scenes, reinforcing the brand's identity as a reliable partner for those whose labor defines the playing field.
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