![](https://freight.cargo.site/t/original/i/13a6256eb595b8e28c1c3b3e00d05232c74720ac61e85597dde77e1ff2e55a8b/Carhartt-Title-card.png)
What is it?
A spec campaign to take on the fast fashion industry.
What did I do?
Concept, Art Direction, Copywriting
A spec campaign to take on the fast fashion industry.
What did I do?
Concept, Art Direction, Copywriting
![](https://freight.cargo.site/t/original/i/9c9f924c1ebd57c7d1e0d2b5436809ae788ec35fc92608949f7ed5b80d41fa4e/Carhartt-Board-10-min.png)
ProblemFast fashion encourages consumers to constantly buy new clothes. While clothing sales are at an all-time high, so is waste.
![](https://freight.cargo.site/t/original/i/19a8581bfa63d026bbcc0ed2888abef65290e2f80cf80adbf8be8aa67c27c534/Carhartt-Image.png)
![](https://freight.cargo.site/t/original/i/107cfcb5476d2ccfb1f245086c11aa5e39e32af1f1df5ad7df6b142f24ab5cfa/Untitled-6.png)
Insight
Nothing gets people more excited than the exclusivity of a limited edition release.
Nothing gets people more excited than the exclusivity of a limited edition release.
![](https://freight.cargo.site/t/original/i/147048e90bbddc64ad2f10942d64ee6ba842dfe9a23ca4df149bb2be2ec87fbd/Tomas-Carhartt.png)
![](https://freight.cargo.site/t/original/i/8446127212951704d443289e829e9a54d12c991a0374df5e56b3e81456956eab/Carhartt-Image-4.png)
Idea
Use the power of exclusive apparel to reward customers who love their gear for a lifetime.
Each season, a new artist will create a set of limited-run Carhartt crests, only available to customers who bring in their well-loved gear. Each year of ownership unlocks more options from the artist series.
For the most dedicated customers who reach a true milestone of 10 years, a local artist will partner with them to create a unique piece of embroidery that truly makes the piece their own.
Use the power of exclusive apparel to reward customers who love their gear for a lifetime.
Each season, a new artist will create a set of limited-run Carhartt crests, only available to customers who bring in their well-loved gear. Each year of ownership unlocks more options from the artist series.
For the most dedicated customers who reach a true milestone of 10 years, a local artist will partner with them to create a unique piece of embroidery that truly makes the piece their own.
Mood Board
![](https://freight.cargo.site/t/original/i/7476aaca1f1e5cffd28172a6071790bbc102832378942e4aaab2df6cba474a4a/Mood-2.png)
![](https://freight.cargo.site/t/original/i/6f65c0e07842549dc265c2029a047bf3c07998fd70293508404ce5b8f051452d/Untitled-4.png)
![](https://freight.cargo.site/t/original/i/6f0d2de2d333919c39e031da1becbc9c97ffc2cc1f55229df6cbaf73c5190624/Mood-3.png)
![](https://freight.cargo.site/t/original/i/c0f47b9648824ba17cfd2c6c972a28f057de0dfb87e74df89064008c5f6704e9/Mood-4.png)
![](https://freight.cargo.site/t/original/i/16f17470e9da151b935b0bd3c34002847d8b2be2fa0522014cb6d560f2c42fb2/Overalls.png)
![](https://freight.cargo.site/t/original/i/b0605eb3c87d8ba4269943ab7a70f9361226af1b485b82182653931ea6f2b191/Carhartt-Hoodie-3.png)
![](https://freight.cargo.site/t/original/i/8fc868e685483b1f4799da54c469178254e93ee3387a34e71620650ebae14ec8/Carhartt-Hoodie-1.png)
![](https://freight.cargo.site/t/original/i/457701441b242452f859151dcbae540b45e47dd299237d658d21bd949fd98c22/Carhartt-Hoodie-2.png)
Special thanks to mentors Eunie Jang & Gabriel Sehringer