Carhartt and Dickies. If you work for a living, you鈥檙e probably wearing their clothing right now. Those are the brands Patagonia is taking聽head on with its new line. That鈥檚 right, .
Patagonia鈥檚 Workwear Tradition
Before there was the socially conscious outdoor clothing brand, there was a legendary mountaineer forging his own climbing hardware out of a small tin shed in Ventura, California.
In the early 1960s, Yvon聽Chouinard聽was running his聽first business, Chouinard Equipment. He taught himself how to blacksmith and knocked out the heavy duty climbing tools that made modern climbing possible. Somewhere along the way, he realized that existing clothing didn't hold聽up on the mountain or in the shop, and he started making heavy duty clothes. Those made more money than the pitons and chocks. And the rest is history.聽
The modern Patagonia believes that a brand needs authenticity in order to enter the workwear space and it has used its聽founding story to argue that it has the right聽to make workwear. The brand believes in this new line so much, it has designed a new Patagonia logo for it. The Fitzroy range now appears in hues of brown, black, and orange鈥攃olors you鈥檒l also see on the clothes.
Iron Forge Hemp Canvas
Named after the forge sitting in the middle of Chouinard鈥檚 old shed (yes, it鈥檚 still there), this material forms the basis of the new line. Made from 55 percent industrial hemp, 27 percent recycled polyester, and 18 percent organic cotton, the material is said to be 25 percent stronger than the cotton duck canvas that defines the ranges of Carhartt and Dickies.
Probably more important: Iron Forge Hemp is soft to the touch and extremely pliable. Where my Carhartt jackets are so stiff they鈥檒l stand on their own when new, Patagonia鈥檚 equivalents drape, flex, and move with you much more comfortably. Know how comfortable your old barn coat is, now that you鈥檝e worn holes in the elbows? Patagonia鈥檚 is that comfortable from day one.
, both as a green crop and as a potential economic savior for the beleaguered Appalachia region. Due to incredibly asinine federal laws, Patagonia isn鈥檛 currently able to grow the hemp used to produce these clothes in the U.S., but it's聽actively advocating for the ability to do so.聽
The Range
Encompassing both men鈥檚 and women鈥檚 styles, the line has聽pants, shirts, jackets, vests, and even hats, wallets, and other accessories.
The definitive items are the pants, shirts, and barn coats made from that Iron Forge Hemp Canvas. There鈥檚 also fleece-backed soft shells鈥攖he 鈥淏urly Man鈥濃攎ade from a new, heavy duty nylon face fabric, with Patagonia鈥檚 familiar nylon fleece pile inside. Mine is a new favorite for 4×4 camping trips.
All the items are defined by enormous, useful pockets, muted colors, and a relaxed fit that Patagonia says聽allows freedom of movement and that also聽suits the tastes and shapes of existing workwear customers.
The best part? Price. When I think of my friends who live in their Carhartts right now, I鈥檓 also thinking of people who use the word 鈥淧atagucci.鈥 Patagonia鈥檚 new workwear line tops out at $199 for big ticket items like the barn coat, and starts at $79 for staples like the double knee pants聽or聽$89 for the work shirts. As with all Patagonia clothing, the company will repair it for you if it wears out.
Can workwear bring ethically sourced, sustainably made, and socially conscious clothing to a new audience? In the worst case scenario, it鈥檒l at least give those of us who appreciate those things new ways to wear the Patagonia brand.
