Carhartt is an essential workwear brand for workers in its home country, the United States, regardless of the era. However, in the 1990s, the tough and reasonably priced Carhartt products were embraced by numerous hip-hop artists, establishing its position as a representative brand of streetwear. At the same time, it gained high popularity as casual wear in Europe and Japan. The Carhartt brand evolved further, becoming known worldwide as a fashion brand. It actively supports various subcultures, including club music, art, and skateboarding. It is cherished globally as an innovative brand that fits the urban lifestyle.