Simple. On Purpose. \ 40 Grit
Every workshop has its specialized jig. Its mallet specifically for hammering dovetails. That’s Duluth. Specialized, full-featured workwear that definitely comes with a price tag. So when Duluth came to us looking to launch a new brand of less expensive men's basics, we had our cut-lines marked. That’s where I drew up the name 40 Grit, monikered after the simplest tool in the shed. Shirts with sleeves, pants with pant legs, and buttons that work with button holes. We built out a brand so simple, in both language and visuals, you can understand it in just 2 seconds. Not basic for the sake of basic, but simple on purpose; because sometimes, a bit of brass tacks is all a job really takes.
Preroll/Social/Digital/Catalog/In-Store
category posts— like organizing turning bits in a lathe drawer
macro posts. painfully simple headlines. hammer, meet nail.
The quickest read known to brand.
Not a step down in quality. A step up in simplicity.
