IndigenousBethany Yellowtail, a member of the Northern Cheyenne Nation from Crow Reservation in Montana, said one of the first things she discussed with Carhartt was how their partnership could benefit her community. Workwear company made $50K donation to town’s development fundBethany Yellowtail’s collection for Carhartt draws inspiration from her own community on Crow Reservation. (Submitted by Anastasia Maragos)A new collection for workwear brand Carhartt reflects the values and culture of a small Montana reservation town — and provides them financial benefits thanks to the designer. Bethany Yellowtail, a member of the Northern Cheyenne Nation from Crow Reservation in Montana, said one of the first things she discussed with Carhartt was how their partnership could benefit her community. “I’m deeply connected to my own tribal community and was raised with the understanding that you always give back to your people,” Yellowtail said.“I won’t work with brands that aren’t interested in investing in community.”As part of the collaboration, Carhartt donated $50,000 to the Wyola Development Fund (WDF), a non-profit organization supporting the social, economic and cultural wellbeing of the town of Wyola on the Crow Reservation.“It is a tribute to Bethany’s character [and] her values, that her work in the world is not just about herself,” said Lesley Kabotie, WDF secretary. “She really wanted them to make a commitment to not just selling things with her, but to invest in the things that she also is invested in and cares about, which is the life and livelihood of our community and our people.”Designer Bethany Yellowtail is a member of the Northern Cheyenne Nation from Crow Reservation in Montana. (Submitted by Anastasia Maragos)Yellowtail’s collection for Carhartt includes a fleece pullover, blankets and a special version of the brand’s iconic active jacket. People familiar with Yellowtail’s work through her own brand, B.Yellowtail — which focuses on “special moment” clothing for Native women in business — might be surprised by her latest work, but she says working with Carhartt makes sense given her own history.“I grew up riding horses and I learned how to drive a truck when I was, like, 10,” she said.“We’re so rural that Carhartt is literally in everyone’s closet for a lot of our reservation communities.”Designs shaped by communityShe said it was also important to give back because she often uses traditional design elements from her culture. “These designs are my own artistic interpretation but they have roots so much deeper than just me. They’re attached to the community, to the land,” she said. The main motif for the active jacket — her favourite item in the collection — is a mountain design and includes references to the four directions. While many tribes use mountain imagery, Yellowtail said she was specifically inspired by the Bighorn Mountains in her community. Within the design they symbolize strength and steadfastness, she said, and offer inspiration to many different kinds of people. “We all go through life’s peaks and valleys. We all need strength and [steadfastness],” she said. Bethany Yellowtail said the active jacket is her favourite piece from her collection for Carhartt. (Submitted by Anastasia Maragos)That is something that Kabotie also sees in the town of Wyola. Its economy 100 years ago was heavily centred on cattle ranching, but since then the development has waned, she said. Working with companies who understand their values of independence and hard work is a great way to create new economic opportunities, Kabotie said. Kabotie said as a small community in the west, the town is struggling to maintain its vibrancy but they are working to change things. “We want Wyola to be a strong, thriving town again,” Kabotie said. ABOUT THE AUTHORSamantha Schwientek is a reporter with CBC Indigenous based in amiskwacîwâskahikan (Edmonton). She is a member of the Cayuga nation of the Six Nations of the Grand River, and previously worked at CBC Nova Scotia.
Bethany Yellowtail’s new collection for Carhartt gives back to her community
