Duluth Trading Co. is known for durable, no-nonsense workwear built to perform—practical gear stripped of anything unnecessary and focused purely on function.
40 GRIT—Basics by Duluth Trading Co.—pushes that even further. A no-frills foundation line built on simplicity, utility, and essential materials. Straightforward, accessible workwear that stays true to Duluth’s standard of durability and function.
Executive Creative Director: Dana Lytle
Executive Producer: Emily Steele
Creative Director: Kevin Longino, Guy Kirkland
Producers: Karmin Arnold, Corrisa Terrien
Copywriting: Joel Stiling
Art Direction: Casey Christian, Dani Grimm
Logo Design: Dani Grimm
Design: Dani Grimm, David Bramson, Laura Gang
Production: Shelly