Hamilton Carhartt & Co., Detroit, Michigan (1900 catalog)
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
It builds immense brand loyalty by taking a strong moral stance on labor issues. It doesn't just sell overalls; it sells solidarity with the working class, making the purchase of a Carhartt garment an act of supporting ethical manufacturing.
Steal this when
Your product serves a specific, hard-working demographic and you want to build fierce loyalty by aligning your corporate practices and marketing message with their core values and struggles.