The Chrysler brand and Carhartt this week launched a limited-edition "Imported From Detroit" work wear collection that pays homage to the spirit of the Motor City, and serves as yet another reminder of the effectiveness of Chrysler's turnaround branding campaign sparked by the 2011 Super Bowl commercial featuring Eminem.
Debuting at the Los Angeles Auto Show this week, the collection includes shirts, jackets and pants that are individually hand-numbered, 100-percent Made-in-America, and reflect iconic Carhartt styles with exclusive design detailing such as blacked-out hardware and leather brand labels.
"The pairing of the Chrysler brand and Carhartt is another example of how we are continuing to champion the energy created from the 'Imported From Detroit' campaign," stated Saad Chehab, president and CEO of the Chrysler brand. "Carhartt shares Chrysler's respect and appreciation for hard-working Americans."
Indeed, Carhartt, a premium work-wear brand that is more than a century old, is headquartered in Dearborn, Mich., near another company whose employees know all about the value of "hard work" — Ford, Chrysler's cross-town rival that has staged its own comeback lately.
The Chrysler collection is available exclusively on Carhartt's website and Carhartt's Sullivan Center Store in Chicago, and includes a "Detroit jacket," "chore coat," "active jacket," "mechanic shirt" and knit skull cap in designs for both men and women. So no replicas of those nifty choir robes donned by the gospel singers in Chrysler's Imported From Detroit TV campaign with Eminem.
Chrysler has been a bit off-and-on about sticking strictly with Imported From Detroit imagery and themes since the smashing success of its initial spot in the campaign, "Born of Fire," aired during the 2011 Super Bowl. But the effect of the resulting repositioning has been such that the Chrysler brand has boosted sales with a lineup of only four vehicles, and the Chrysler Group under CMO Olivier Francois was just named Ad Age's Marketer of the Year.
And that's something anyone would want to wear on their work-shirt sleeve.