In the US, Carhartt's products are perceived as functional outdoorwear, with a range that includes flame-resistant items suitable for hazardous working environments.
The company has tasked branding agency Fitch:London, whose sister Fitch:RPA office handles its business in the US, with making the positioning relevant to European consumers.
Promotional work in Europe will focus on the repositioning by targeting working men in rural areas.
The brand's logo has been revised to include the word 'workwear'.
Carhartt is keen to end its reliance on its streetwear range in Europe. According to Fitch, the line is subject to the whims of fashion, even though the brand has never explicitly positioned itself as fashion clothing in the UK.
A London showroom to display the workwear range will open in January, while the clothes will be rolled out to retail outlets from next autumn.
Unlike Carhartt's fashion range, the workwear clothing will not have its own stand-alone outlets.
Carhartt is also working with Fitch on an advertising campaign and in-store promotional activity to support the workwear in the UK, Germany and Holland.
Executions are likely to include Carhartt's current US strapline 'Hard at work', with the brand expected to be promoted as 'an essential part of the working man's toolkit'.
Carhartt was established in Michigan in 1889.