Known for its rugged trucks, like the 2020 Chevrolet Silverado 1500 diesel, Chevy is teaming with Carhartt.

The race for the who has the toughest pickup truck has never been so intense and the truck makers are scrambling for an edge of any kind.

Chevrolet has formed what it describes as a strategic partnership with Carhartt, one of the world’s most prominent workwear brands with a reputation for developing tough and rugged clothing for people working in difficult conditions.

Carhartt will become Official Workwear of Chevy Trucks and Chevy Trucks will be the Official Partner of Carhartt. This partnership is a celebration of two brands committed to providing consumers with rugged, long-lasting products, inspired by hardworking people.

“When you look at both of our brands and our customers, there’s a natural connection between Chevrolet and Carhartt,” said Hugh Milne, Chevrolet Truck marketing manager.

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“Both have more than 100 years of history rooted in Detroit. And today, both brands have built a reputation for delivering quality durable products,” Milne said.

The Chevy Colorado Z71 offers a do-it-all vehicle in a growing and competitive segment.

By comparison, Chevy Truck recently celebrated its centennial in 1918 and it has built more than 85 million trucks globally in the 100 years since.

“Teaming up with Chevy Trucks was a natural fit for us at Carhartt, as it aligned two Detroit-based iconic brands serving hardworking men and women throughout the nation,” said Janet Ries, vice president of Marketing at Carhartt.

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“Our mission is to develop rugged gear to serve and protect hardworking people; it’s built to be dependable and built to last – just like Chevy Trucks,” Ries said.

Carhartt was founded in 1889 when its founder, Hamilton Carhartt, recognized the need for stronger durable garments for railroad engineers.

Under the motto “Honest value for an honest dollar,” the Carhartt bib overall was created and rapidly evolved into the standard for quality workwear. Carhartt says it remains committed to developing the best products and creating authentic partnerships that help consumers on and off the jobsite.

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Connecting these two iconic Detroit brands provides ample opportunities for organic placements and integrations in the coming year, the companies noted. For example, the staff of the Chevy Truck Tour will begin wearing Carhartt apparel this summer.