When Carhartt was in the process of building an upcoming Rugged Outdoors campaign, I brought an idea to the table that seemed to catch fire. Armed with the data that proved Field Notes brand had a rabid fanbase and Carhartt had its fair share of collectors, it seemed like a no brainer. The fact that Field Notes books were based off the vintage farm books of the early 20th century, much like the ones Carhartt used to give away 100 years ago, made this collaboration come full circle. With very little marketing behind the collaboration, they sold out within a few weeks.