Ford and Carhartt Forge Alliance to Tackle Workforce Shortage and Champion the “Essential Economy”
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Despite a surge in popularity among urban consumers,Carhartt remains steadfast in its commitment to serving the needs of the American worker,a dedication now amplified through a new partnership with Ford aimed at bolstering the nation’s skilled trades.
The collaboration between the two Detroit-based giants comes at a critical juncture, as the U.S. faces a significant shortage of skilled labor. Ford CEO Jim Farley estimates the deficit at over 1 million workers in factory, construction, and automotive roles as of June. “Today’s essential economy faces a critical crossroads,” Farley stated, highlighting “stagnant productivity and an outdated belief that a four-year college degree is the only path to success.”
the partnership will focus on three key areas: workforce progress, community building, and providing essential tools for those in the trades. According to a senior official,the goal is to reinvest in the 95 million jobs that form the backbone of the American economy.
“We’ve really been about the worker… we don’t try to be everything to everybody,” Carhartt CEO Linda hubbard told Fortune in a joint interview with Ford Philanthropy President Mary Culler. This focus on authenticity, she explained, is at the heart of the brand’s enduring appeal, even as it gains traction with a broader consumer base.
Bridging the Gap
Regional Chamber of Commerce reported in 2020 that Carhartt produced over 10 million pieces of workwear in the U.S., solidifying its position as the nation’s largest workwear manufacturer.
“Everything that we make is work-worthy and we welcome anyone into the brand that wants to celebrate hard work,” Hubbard stated. “So the fact that people want to wear it and maybe they’re not, you know, core workers is okay with us if they want to celebrate the people that work hard and celebrate a brand that tries to showcase that.”
An Unconventional path to leadership
Hubbard’s own career trajectory exemplifies the value of embracing unexpected opportunities. Starting in public accounting, she never envisioned leading a workwear brand.”If you told me I was going to be selling T-shirts and hoodies at the end of my career, I’d have been like, huh, what?” she recalled.Her decades of financial experience, however, have proven invaluable in her role as CEO, a position she assumed in 2024 after serving as CFO, President, and COO.
Hubbard’s leadership is focused on empowering the next generation of skilled workers. She points to the “Join the Trades” portal, developed with the National Center for Construction Education and Research, as a key resource for individuals exploring career options. Ford, through partnerships like TechForce Foundation, provides scholarships and support for essential tools and transportation.
Both executives emphasize the financial benefits of skilled trades careers, often exceeding the median wage by 25% to 50% and offering pathways to management and executive leadership.Hubbard shared anecdotes from Ford Pro Accelerate, where she met CEOs who began their careers as electricians.
The partnership between Ford and Carhartt extends beyond professional development. Both companies are committed to community investment, exemplified by initiatives like the redevelopment of the Michigan Central innovation hub and local volunteer projects. Hubbard noted the immediate “synergy” in their shared values.
Hubbard even shared a personal anecdote about the brand’s reach, recalling a recent visit to Dave’s, a New York City workwear shop known for its Carhartt selection. “I know Dave’s,” she said,”I was just there,not about a month ago,visiting with the owners.”
Ultimately, the Ford and Carhartt alliance represents a commitment to recognizing and supporting the essential workers who drive the American economy. Hubbard’s message to young job seekers is simple: “keep an open mind and think about, you know, just listen to the facts about what the opportunities are out there.”
Worth a look
