Retail Gets Real Podcast

Leading Carhartt through growth, culture and change

Retail Gets Real episode 413: Carhartt CEO Linda Hubbard shares how the iconic workwear brand has grown while staying true to its roots.

April 21, 2026

Linda Hubbard, President and CEO, Carhartt Inc.

From a wholesale-only business to a multi-channel global brand, Carhartt has expanded its reach without losing sight of who it serves: hardworking people. Linda Hubbard, president and CEO of Carhartt Inc., shares how one of America’s most iconic brands has grown while staying grounded in its original purpose.

Growing Carhartt while staying true to its roots

When Hubbard joined Carhartt in 2002, the brand faced two key challenges: Customers did not fully understand the breadth of its products, and many did not know where to find them. Much of the company’s strategy over the past two decades has been focused on solving those problems, including launching ecommerce, opening retail stores and expanding into new product categories.

A mission built for the workday

Even as workwear has gained popularity in fashion, Carhartt has never designed products for trends — the focus has always been on durability and performance for real work environments. Every product is expected to be work-worthy, and that standard shapes every decision the company makes. That responsibility goes beyond product design and connects directly to the people who wear the brand every day.

“ I know that, right now, probably over the last couple years, there's been a moment when work wear has been trending in fashion,” Hubbard says. “ But we've never been about building product for the runway. We make product for the workday.”

The power of customer connection

One of the most defining aspects of Carhartt’s success is its relationship with customers, and their stories reinforce the brand’s role in the lives of everyday working people, highlighting the trust people place in Carhartt products. Whether it’s a jacket passed down through generations or gear that played a role in keeping someone safe, these stories are more than feedback.

“How I describe the culture at Carhartt is similar to the same attributes that our product has,” she says. “It's quietly confident. It has a lot of humility. It's very rugged. It's gritty. It's hardworking.”

Looking ahead: Retail, resale and innovation

Carhartt is continuing to invest in both physical retail and digital channels, recognizing the importance of meeting customers wherever they are. It’s also exploring new initiatives like resale through its Carhartt Reworked program, which gives used gear a second life and creates product sustainability. Partnerships also play a role, like its recent collaboration with Ford Motor Company, which extends beyond products and into shared efforts to support skilled trades and workforce development.

Listen to the full episode to hear more about Hubbard’s leadership journey, how Carhartt continues to evolve and why staying true to purpose remains the foundation for long-term success.