Style Re-Construction

It’s hard to go anywhere on campus without seeing someone wearing a pair of Timberland boots. These boots, originally meant for construction sites, have become the epitome of style. Worn with anything from sweatpants to slacks, Timberlands have become a staple in many people’s wardrobes. A few years ago, it would have seemed weird to wear construction boots in everyday life, but nowadays, we don’t think twice about it. According to Fortune, in 2015 Timberland saw revenue rise by more than 15% to $1.8 billion and the brand plans to reach $3.1 billion by 2019. This trend has become ingrained in our fashion culture.      

I hadn’t really given much thought to the construction worker trend until this quarter. Around campus, I’ve noticed an abundance of people wearing Carhartt merchandise. As a native Detroiter, I think of Carhartt as a construction company based in Detroit. But similar to Timberland, Carhartt has become a fashion brand. This observation made me realize how strange it is that heavy duty construction apparel is now fashionable. Why do so many people consider construction brands trendy? What is it about a pair of Timberland boots or a Carhartt hat that has become so appealing?

I’ve concluded that people are always searching for something new; something that will allow their fashion sense to stand out. A few years ago, that meant wearing a pair of Timberlands. Yet, as more people followed this trend, Timberland boots shifted from an interesting, new fashion concept to a mainstream brand.

Now, Carhartt has become the new brand to explore. The brand has been around for a while, but just recently have I noticed the logo on campus. Whenever I see someone wearing Carhartt merchandise, I wonder how they came across the brand and how a construction  company from Detroit has made its way to an Evanston college campus. 

Don’t get me wrong, I’m a fan of the trend. A pair of Timberland boots adds an element of style to any outfit and I’m all about reppin the D. It’s just funny when you take a step back and think about how fashion evolves - how clothing and shoes meant for a construction site can become a chic new phenomenon.