With Luke Cage appearing in his second season on Netflix, US workwear brand Carhartt has unveiled a limited edition hooded sweatshirt celebrating the Marvel character.
Just 1000 of the sweatshirt have been made – closely resembling Luke Cage’s hoodie on the show.
As America’s premium workwear brand since 1889, the tie-in with the bullet-proof vigilante fighting crime with the weight of Harlem on his shoulders is a fitting collaboration.
“Luke Cage is on the clock 24/7. In his line of work, he can never take a day off,” said Tony Ambroza, chief brand officer at Carhartt. “When an invincible, indestructible superhero like Luke Cage decides to wear Carhartt gear instead of a suit and cape, it really personifies the rugged gear we make for those who do the toughest jobs.”
The Luke Cage x Carhartt limited-edition hooded sweatshirt takes its cue from Carhartt’s K122 – Midweight Hooded Zip-Front Sweatshirt with a custom, yellow-lined hood, and a one-of-a-kind Luke Cage logo on the sleeve. The K122, which was first introduced into Carhartt’s product line in 2000, is one of the brand’s most popular sweatshirts.
The sweatshirt is priced at US$59.99 and was released on Carhartt.com and at each of Carhartt’s 29 company stores beginning June 18.
“There’s something special about holding a product like this one in your hands because it feels like it’s bridging a gap between our fans and the stories that they see unfolding on their screens,” said Mindy Hamilton, Marvel’s senior VP of global partnerships and marketing.