workwear from
the jobsite up.

The Red Kap Built Better initiative began with the creation of an innovative new line of performance construction workwear. Based on years of first hand observation of watching how real hard hats go about bending, lifting, stretching, climbing, etc. to get the job done, this breakthrough collection was designed to mimic a worker’s every move – so they can bend, lift, stretch, etc. better.

Just as the workwear was a product of deep immersion in the oft-guarded construction community, our marketing efforts also demanded an authentic “insider’s” approach. To see just how this anthropological/experiential-driven movement came together, view the work below.

One week on tour out-performed 6 months at Home Depot.