Carhartt Partners With Tractor Supply Company to Close Trades Gap Through Branded Apparel

Carhartt partnered with “rural lifestyle retailer” Tractor Supply Company for a line of apparel that draws attention to America’s trades gap.

The “Support the Trades” shirts, co-branded with both Carhartt and Tractor Supply, will benefit SkillsUSA, a nonprofit that serves students in middle school and above by preparing them for careers in technical and skilled service occupations.

Customers can buy either a charcoal gray long-sleeve T-shirt or navy blue short-sleeve T-shirt, with proceeds going toward SkillsUSA.

Tractor Supply and Carhartt have committed to donating $50,000 each, bringing the total donation to SkillsUSA to $100,000.

The Carhartt x TSC apparel line will raise up to $100,000 for SkillsUSA. | Credit: Carhartt

“Tractor Supply, Carhartt and SkillsUSA all share a common goal: to equip America’s hardworking tradespeople with everything needed o be successful for life out here, whether it’s training, clothing or equipment,” Jeff Rietveld, vice president and divisional merchandise manager for Tractor Supply, said in a press release. “As the skilled trades gap widens, it is more important than ever that we work together to develop and support individuals to fill these important roles.”

As most popular brands in workwear and outdoor apparel, Carhartt is positioned well for a partnership like this. It has previously done other co-branding projects, such as a promotion with Guinness to promote safe ways to celebrate St. Patrick’s Day during the pandemic.

"For more than 20 years, Carhartt has been a proud supporter of SkillsUSA and their role in helping thousands of hardworking people find a rewarding path into the skilled trades every year," Janet Ries, vice president of marketing at Carhartt, said in a release. "So, we are proud to partner with our friends at Tractor Supply Company to raise money that will help ensure the future success of America’s workforce."