E13 Collection: Official Retail Launch
CARHARTT PARTNERS WITH EMINEM TO OFFER EXCLUSIVE
APPAREL AT FLAGSHIP STORE IN DETROIT
Workwear Brand To Sell Limited Edition Products
To Raise Funds For Detroit-Based Music Project
Store Customers Also Have The Chance To Enter To Win A Pair Of Eminem x Carhartt x Air Jordan IV Sneakers, One Of The Most Collectible Shoes Of All Time
DEARBORN, Michigan – (March 9, 2017) – Carhartt, America’s premium workwear brand since 1889, today announced another collaboration stemming from its ongoing partnership with music icon and Detroit native Eminem: a line of exclusive, E13-branded products available only at its Flagship store in Detroit for a limited time. The collaboration was established with the purpose of raising funds for the Verses Project, which is a branch of the Community Music School (CMS) – Detroit. The program works in conjunction with the Michigan State University School of Music to teach students literacy through the art of songwriting.
The E13 line debuted in November 2016 as a Black Friday limited release of select merchandise, also benefiting the Verses Project. The logo – an anvil behind text of Detroit’s area code spelled E13 – symbolizes both Carhartt’s and Eminem’s commitment to hard work and the city of Detroit. On March 13, limited quantities of special-edition Carhartt sweatshirts, T-shirts, and hats can be purchased exclusively at the Carhartt store located at 5800 Cass Ave. in Midtown.
“The Verses Project provides an excellent avenue for local, passionate students to apply hard work and creativity,” said Tony Ambroza, senior vice president of marketing at Carhartt. “This fundraising effort between Carhartt and The Marshall Mathers Foundation ensures those in pursuit of their dreams are put in the position to learn the fundamentals necessary to succeed.”
Additionally, any customer who visits the store and completes a registration form will be eligible to participate in an in-store giveaway to win a pair of limited-edition Eminem x Carhartt x Nike Air Jordan IV sneakers. Just one pair of the shoes will be given away, and each customer is allowed just one entry into the drawing. No purchase is necessary, and the winner will be selected at random. A complete set of rules is available for download online at: http://www.carhartt.com/content/e13. Ten pairs of the extremely collectible sneakers were auctioned off in November 2015 to help launch the Verses Project, raising more than $225,000 for the cause.
“It is incredibly important to provide the next generation of Detroit’s youth with the proper resources to maximize their potential,” said Paul Rosenberg, Eminem’s manager and the director of The Marshall Mathers Foundation. “That’s why The Marshall Mathers Foundation is so proud to work with Carhartt to continue to develop the literacy and songwriting initiatives fostered by the Verses Project.”
The Verses Project began during the spring of 2016, when a group of students participated in courses for one semester. Smaller workshops were held during the summer of last year, and a new set of students joined the program in the fall. The 2017 spring course is underway, and with 100 percent of the E13 proceeds going toward the program, the Verses Project – as well as the partnership between Carhartt and Eminem – will continue into the future.
About the Verses Project – Exploring Literacy Through Lyrics and Song
In 2016, Carhartt teamed up with Eminem to help fund an innovative literacy project developed by the Michigan State University Community Music School-Detroit. The collaborative program for underserved youth explores literacy through lyrics and song. The Verses Project was launched with proceeds from the auction of an Eminem x Carhartt x Air Jordan IV co-branded sneaker that raised more than $225,000.
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium workwear brand with a rich heritage of developing rugged products for workers on and off the job. Headquartered in Dearborn, Michigan, with more than 5,000 associates worldwide, Carhartt is family-owned and managed by the descendants of the company‘s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.