Finding a place in Asian wardrobes for American workwear heritage fashion

Smith’s American 1906 traces its roots to Brooklyn and is known in the USA for hard-wearing workwear. The brand wanted to make that heritage relevant to a younger generation of shoppers in China, with clothing that combines style, comfort and practical value.

Smith’s engaged Stepworks to strengthen its brand foundation. In addition to strategy and storytelling, the brand had to change its name from Smith’s 1906 to Smith’s American 1906 to comply with China IP requirements. 

The project clarified what makes the brand useful and distinctive today. It will guide ongoing product development and marketing.

Finding relevance in everyday use

Stakeholder interviews informed a strategy that connects workwear construction with the things people carry. Thoughtfully placed pockets give phones, keys and other personal belongings a convenient place in everyday clothing.

The strategy centres on the idea of Keeps on wearing, bringing together lasting style, durable construction and care for the things people keep close. Placing the brand in the unique category of everyday keepswear describes the combination of fashion and utility.

A story designed to build the business

Working closely with Smith’s, Stepworks articulated vision, mission and values statements, then iterated a brand model and brand story. These materials connect the company’s heritage with its audience, offer and down-to-earth personality.

The messaging demonstrates how product details can be expressed as everyday benefits, from comfortable fabrics and versatile fits to reinforced seams and useful pockets. It gives the team a consistent starting point for future communications and collection design.

The brand signature gets a new look for Asia 

Logo design refinements retained the Smith’s American 1906 name and founding year, while still being digital friendly. The accompanying artwork defines colour specifications for print, digital and product applications.

The brand refinement programme connects the brand’s workwear origins with its place in modern wardrobes.

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