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Dearborn-based Carhartt Inc. applauded hard-working women for Mother's Day in a new campaign.
The workwear retailer produced a one-minute long film to pay homage to women from the iconic Rosie the Riveter to current-day real women and mothers in their roles such as plumbers, mechanics, builders and teachers.
“We made this film because when you work at Carhartt you're constantly inspired by strong women on a daily basis — from the women who work in our own factories in Kentucky and Tennessee tothe women who wear our jackets and bibs on the farms, ranches and high rises of America. We've been making workwear for women since the 1940's, when Rosie the Riveter showed the world she can build or fix anything. We see that spirit alive and well in the real women and moms in this film. While the film is certainly an ode to moms everywhere — it's meant for any woman, man or child, who comes from a strong woman.”
Carhartt, which supplied coveralls for women workers during the war effort in the 1940s, created replica coveralls from the era for the women in the commercial.
The film also features President and CEO of Detroit-based Benkari Mechanical LLC Adrienne Bennett. She is the first and only female master plumber and plumbing contractor in the state, and the first African-American female master plumber and plumbing contractor in the country.