Carhartt is essential workwear for workers in the U.S. regardless of the era, but in the 1990s, the tough and affordable Carhartt products were embraced by many 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 such as club music, art, and skateboarding, and is loved globally as an innovative brand that fits the urban lifestyle.