Carhartt clothes will replace business suits.

Search engine Lyst’s latest report, which ranks the trendiest fashion brands and products each quarter, is a wake-up call. Can Carhartt jackets replace big boss suits? To conduct this study, Lyst sifted through more than 8 million items based on mentions, searches, page views, interactions and sales made through its app in the first quarter of 2024. Result: The 5th most popular item, ahead of Balenciaga’s Rodéo bag or Saint Laurent’s Panthos sunglasses, is the Detroit jacket from Carhartt.

With a brown ribbed collar, ocher color, loose fit and thick cotton, the Carhartt jacket has long been associated with the American working class. True for this brand, which has its roots in the heart of a Detroit warehouse in 1889 thanks to its founder, Hamilton Carhart. With its practical and durable jacket, it quickly established itself as a favorite brand among workers. It then became even more popular with the launch of Carhartt WIP (Work in progress, editor’s note), a line born in 1989 based on collaborations with other well-known brands (New Balance, Gunny and Palace as recent examples). The brand is now enthralling Generation Z, to the point that some teenagers are creating real businesses in the resale industry. Is it enough to assume that it will soon appear on the backs of businessmen?

Stay serious until you’re young again

Because Carhartt’s ‘designed for work’ DNA has everything to please active profiles. We’re already seeing it in Netflix series from 2019 to 2021 Family business. Joseph Hazan, played by forty-year-old Jonathan Cohen, head of the family business, is often dressed in Carhartt. Specifically, a burgundy shirt and a high-collared black quilted jacket. Off-screen, the appearance of Ian Barthes wearing a Carhartt fleece during his hearing in the National Assembly on March 27 caused a stir. The characters of the host of the Quotidien show, surrounded by the high-ranking leaders of the TF1 group in costumes, have been criticized. The journalist and producer later defended themselves, explaining that he went to the office dressed like that. Suffice it to assume that the Quotidien “boss” might not be the only one who bet on this outfit during the week?

Chances are, knowing that Carhartt clothing has a lot to appeal to busy men looking for an upgrade. To be like everyone else, stay on time or for simple questions of comfort. To explain the success of this brand, Dennis Todisco, the founder of Instagram’s OutfitGrid account, spoke to the magazine: GQ: a year ago. “The trend work clothes is making a strong comeback today and more people are discovering the brand this way,” said the expert. For others, it’s more a matter of a phenomenon fueled by our hyper-connected society, where social media is blurring the codes of social class. “The scions of the former fortune attend private colleges and wear the same Carhartt jackets as truck drivers,” said critic Kate Wagner in an op-ed for the magazine. A nation .

At a time when big tech leaders are increasingly refining their clothing style, it wouldn’t be surprising to see Jeff Bezos or Mark Zuckerberg rocking a camel jacket with a velvet collar.