Carhartt Celebrates Hardworking Generational Farmers and Ranchers

New “Made In Montana” short film spotlights the hard work of preserving the land and the western way of life

Bound by a shared love and appreciation for the hardworking people in the agriculture industry, Carhartt, America’s premium workwear brand, and Luke Grimes, Montana-resident and prominent actor and country music artist, are working together to celebrate and support the generational men and women in rural communities as an extension of Carhartt’s “History in the Making” campaign.

Coming to life in a newly released short film titled “Made in Montana,” the campaign creative spotlights hardworking Montana landowners who are actively keeping the spirit of the American West alive. Narrated by Grimes, the video honors the unsung heroes who keep the land thriving and fertile with food, and preserved for future generations. Captured in the small-town community of Bitterroot Valley, Montana, the creative showcases the value of the skilled trades, the farm and ranch community and local families who are building legacies through hard work.

Featured within the short film, local community members emphasize the importance of land conservation within the Bitterroot Valley and how it impacts their daily lives as farmers and ranchers. With the support of Montana nonprofit organization, Bitter Root Land Trust (BRLT), private landowners and community benefit from dedicated conservation tools to help achieve their land preservation and stewardship goals. By partnering with willing landowners to voluntarily place conservation easements on their properties, BRLT helps to protect working farms and ranches, wildlife habitat, and water resources that include clean drinking water for future generations.

Alongside the ‘Made in Montana’ creative, Carhartt’s Montana series has introduced new gear featuring the latest innovations that capture the spirit of Western style and deliver on Carhartt’s iconic durability and functionality. Made within Carhartt’s global supply chain, new pieces include jackets, outerwear, t-shirts and mid-layers to expand the Montana series’ offerings for every working condition.

To further support the exemplary roll-up-your-sleeves attitude shown by American ranchers, Carhartt is contributing $350,000 to The Nature Conservancy (TNC), a global environmental nonprofit organization, to support land preservation efforts. In Montana, TNC conserves working lands to support present and future generations of ranching families by focusing on benefits to natural systems and local communities. Through its grassbanking program – an innovative community partnership that provides ranchers with grasslands to graze their cattle in exchange for conservation action on their own properties – TNC has had positive conservation impact on 300,000 acres in Montana’s Northern Great Plains.

For more information, visit https://www.carhartt.com.