Reclaiming Workwear

Nowadays, workwear isn’t just worn on farms and contstruction sites—it’s worn on runways and red carpets, in lines at trendy coffee shops and for social media fit checks.

We didn’t just see a fashion trend, we saw an opportunity to reach a new generation of dairy lovers by highlighting hardworking the Land O Lakes farmers wearing workwear day in and day out. So we turned worn chore jackets, overalls and barn coats into storytelling devices by stitching the real histories of the farmers who wore them inside.

Then we dropped them on Depop, where they completely sold out.

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