Luke Grimes standing against a tree

Luke Grimes Partners with Carhartt and Releases Short Film, ‘Setting The Stage’

April 24, 2024 5:02 pm GMT

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Luke Grimes has partnered with global workwear and fashion brand, Carhartt, to spotlight the Yellowstone star and country artist's lesser-known blue-collar roots.

The objective of the campaign, which arrives as part of Carhartt's powerful History in the Making series, is to ‘champion those building their futures through relentless hard work‘.

To celebrate the newly unveiled collaboration, Grimes and Carhartt have released a new short film entitled Setting The Stage, which delves into Luke Grimes’ backstory.

Many know the Ohio singer-songwriter either as the beloved Kayce Dutton in Taylor Sheridan's hit Western TV series, Yellowstone, or as the rustic, alt-country trailblazer who dropped his lauded debut album, Luke Grimes, earlier in the year.

The atmospheric, scenic visuals open with Luke Grimes preparing to go on-stage, excitedly huddled up with his crew and adorned in Carhartt, before the location suddenly switches to the comparatively slow-paced, easygoing ambience of a farm.

During the film, Luke Grimes toasts the blue-collar lifestyle and the work ethic associated with this, as he offers an insight into his family's origins in the Appalachian Mountains, and the respect his upbringing gave him for those in manual labor.

Grimes underlined his excitement at the prospect of working with Carhartt, “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they're about and who it's for. I grew up in Dayton, Ohio and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things – the get it done attitude and taking pride in what you do. Those kinds of things are important to me”.

Susan Hennike, Chief Brand Officer at Carhartt, echoed Luke Grimes’ sentiments about the collaboration, “Carhartt has stayed true to its hardworking roots since 1889, and like Carhartt, Luke exemplifies the type of roll-up-your-sleeves attitude and work ethic that has defined us and our consumers for 135 years. Together, we look forward to inspiring hardworking people everywhere to feel confident that they too can build a lasting legacy that transcends generations”.

Through this partnership, Carhartt will continue to showcase Luke Grimes’ story so far and his approach to life, in addition to providing Grimes with gear for his performances.

For more on Luke Grimes, see below:

Written by Maxim Mower
Content Sponsor
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