Heritage workwear brand Carhartt is celebrating the past in a new fall advertising campaign for its Full Swing collection.

The new marketing campaign surveys Carhartt’s history from 1889 to 2016. The campaign will stretch across multiple platforms with an emphasis on TV commercials, which illustrate Carhatt’s workwear being used by customers for generations; from firefighters at the turn of the century, to American soldiers in WWI and New York City construction workers building the first skyscrapers during the 1930s.

Commercials will air during several live college football games and will also have a strong presence online and across various social media channels.

“Our fall campaign illustrates how Carhartt continues to draw inspiration from a long history of advancing our rugged products to meet the demands of hardworking people,” said Tony Ambroza, Carhatt senior vice president of marketing.

For the Full Swing collection, Carhartt offers durability with unencumbered movement. The apparel collection is designed with strategically placed gussets and stretch inserts that allow the wearer a fuller range of movement and canvas material made from a spandex blend for stretch.

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