Let me just start by saying that the Adam Kimmel x Carhartt collaboration that you may have seen at the downtown Barneys sometime in the last six or nine months, well, it was not my favorite. In fact, when a friend mentioned he was considering the blazer I practically threw myself in front of him in an effort to prohibit the purchase.

Regardless, Carhartt, like other American brands once prized just for their rugged, utilitarian qualities, is having a fashion moment.

Carhartt is having a Seattle moment, too; the family-owned, Dearborn, Michigan-based company is hanging a sign outside their fourth stand-alone store at 409 Pike Street.

A grand opening celebration is set for Thursday, March 22 between 11 and 2, and you’re invited—especially if your old school cotton duck jackets has been around the block a time or two. Shoppers and celebrators are encouraged to submit their thrashed Carhartt coats in the “Worn and Torn” contest; the owner of the most dilapidated specimen could win a new Carhartt jacket and other prizes. Former Mariner Edgar Martinez, Carhartt reps, and a few city dignitaries will be on hand to asses the damages.

So what to expect from the 4,000 square-foot reclaimed timber-filled emporium? Who will shop there? Old guys with old tractors? Or young guys with new Filson bags? No doubt the Carhartt folks are hoping for some of each; the logging camp-themed shop is set to carry over 7,000 Carhartt items for men, women, and kids.