Totally predictable.
I looked at some public info about their C-level folks. Looked heavy on Gen X woke white women. They don’t get a big chunk of their customer base.
At one time, they probably did. But, once one GenX liberal, hipster, diversity hire gets in, they reel in more. They start out in HR and make the place so miserable that folks leave or they get fired for a joke they told one of their buddies. Then it’s liberals abound and the company goes down the toilet.
Their apparel has been appropriated by the koolaid-colored hair millennial hipsters as part of the urban farmer trend.
This crowd will move on to the next big thing that is both shiny and woke and Carhartt will find themselves deeply in the red as they have turned their backs on their long-term customer base whose loyalty is only exceeded by their patriotism.
Get woke, go broke, yadda yadda yadda...