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John Fetterman, The Carhartt Candidate: Clothing, Class, and Authenticity in U.S. Political Coverage

In: Fashion Communication in the Digital Age

Author

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  • Myles Ethan Lascity

    (Southern Methodist University)

Abstract

At 6-foot-8, bald, and tattooed with a goatee, U.S. Senator John Fetterman does not look like a traditional politician—a fact that has been widely discussed in the media. The former mayor of small-town Braddock was known for his blunt talk and casual dress: often, gym shorts with sneakers and a Black Carhartt hooded sweatshirt. Journalist Virginia Heffernan (2022) wrote that Fetterman “looks like someone who, swayed by a different ideology, might storm the U.S. Capitol or at least lead a caravan of antivax truckers.” Nevertheless, Fetterman was named a style icon by both GQ and The New York Times. This chapter takes a critical discourse analysis to journalistic descriptions of Fetterman to see how he became closely aligned with the brand Carhartt and its invocation of working-class appeal. Such framing sheds light on the class aspects of politics, candidates, and personal appearance.

Suggested Citation

  • Myles Ethan Lascity, 2026. "John Fetterman, The Carhartt Candidate: Clothing, Class, and Authenticity in U.S. Political Coverage," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 283-299, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_21
    DOI: 10.1007/978-3-031-99481-4_21
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