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The booklet garners a deeper understanding and appreciation for Carhartt by educating the reader of its history in American culture and its evolution in fashion through customers and the establishment of Work in Progress.

The publication promotes Carhartt as a respectable brand to support and represent by wearing it.

By customer trends, Carhartt’s connotations shifted from strictly workwear to a streetwear symbol. The booklet provides an engaging synopsis of Carhartt’s unique history and breaks down how its sub-label WIP unites such a wide fashion demographic.

The booklet shows expansive knowledge of Carhartt with sophistication and appreciation for its cultural history. It has a sense of steadfastness, grit, and strength much like Carhartt’s sold products. A black and white color palette unifies the utilitarian and task-focused nature of Carhartt. Pops of yellow reflect the logo and work as a visual indicator of important textual elements while reinforcing the paired imagery.