How are the influencer affinity scores calculated?

Affinity and reach are estimated from entity-to-entity co-occurrence patterns across seed-associated sources. They are not a survey, audience measurement, follower count, or representative sample. Read the figures as directional signal for cultural proximity and partnership white space.

What is the audience overlap between CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood?

CAT Workwear and Thorogood sit closer to jobsite authority, trades, and heavy-use credibility. Danner pulls the audience toward fieldcraft, terrain, and outdoor endurance. Dickies connects strongly to skate, visual grit, and street-level Americana. Duluth Trading Company adds practical humor, dad satire, and comfort craft.

How should a workwear or outdoor brand use this influencer report?

Brands can use the report to find creators who already make durability feel like taste: builders, outdoor operators, rough-edged photographers, fire cooks, blue-collar humorists, garage musicians, Western workwear voices, and visual storytellers who can show the category being used rather than styled.

Category Map · CAT Workwear, Danner, Dickies, Duluth Trading Company, Thorogood

Field-Tested Americana

Workwear, outlaw sound, fieldcraft, skate grit, live-fire taste

This audience report maps the influencers, creators and cultural clusters around CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood. The audience is not just buying workwear. It is buying proof: boots that crease, jackets that fade, pants that can take abrasion, tools that scar, food cooked over flame, music with visible mileage, and people who look credible after weather, torque, heat or impact.

The report identifies 250 Influists from 554 seed-associated co-occurrence sources. Estimated affinity and estimated reach are derived from entity-to-entity co-occurrence patterns, not a panel, survey, audience measurement or follower count. The signal is directional: who appears close enough to CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood to suggest shared attention and cultural proximity.

The finding is clear. Field-Tested Americana is an authority system built around competence, physicality, repetition, humor and wear. Steve Austin, Jason Lee, Colter Wall, Action Bronson, Bam Margera, Matty Matheson and You Betcha each mark a different way durability becomes taste. The full $95 report keeps the complete 250-person list gated, with clusters for creator discovery, partnership planning and brand audience strategy.

Generated by The Influist from anonymized audience co-occurrence data. See our methodology.

250

Influists ranked

Tastemaker clusters

554

Co-occurrence sources

1,096

Avg est. affinity

Affinity, reach, rank and cluster outputs are estimates derived from entity-to-entity co-occurrence data, not a survey panel or audience measurement. Read them as directional cultural-intelligence signal. Inclusion of any person, creator, brand or entity is not an endorsement, affiliation, contact-list entry or suitability guarantee. See our Disclaimer.

Influencers for CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood audiences

Utility is the taste code: CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood share an audience that trusts proof of use over polished aspiration.
Visual Grit & Handmade Americana is the sharpest category definition layer, with Jason Lee bridging skate history, analog photography and lived-in American style.
Cult Screen & Hard Authority gives the brand audience its broadest mass-culture archetype, led by Steve Austin and a preference for command presence over lifestyle performance.
Outlaw Country & Roadhouse Folk and Heavy Riffs & Analog Legends show that the sound of the audience is worn in, loud, regional and allergic to clean consensus.
Fire Cooking & Comfort Craft and Blue-Collar Comedy & Dad Satire keep the world human, with Matty Matheson and You Betcha making competence feel loud, useful and self-aware.

Audience overlap: CAT Workwear vs Danner vs Dickies vs Duluth Trading Company vs Thorogood

CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood share a brand audience organized around durability as taste. The overlap is strongest where workwear becomes an everyday authority signal: jobsite competence, Western self-reliance, fieldcraft, skate grit, roadhouse music, blue-collar humor and fire cooking. This is not clean heritage menswear. It is practical Americana with surface wear.

The differences matter. CAT Workwear and Thorogood carry the most literal trades and hard-use cues. Danner adds terrain, hunting, hiking, survival and weather. Dickies pulls the customer profile toward skate, streetwear, tattoo, photography and asphalt mythology. Duluth Trading Company brings comic practicality: dad satire, garage problem-solving, comfort, blunt product logic and the wink that keeps the category from taking itself too seriously.

Best influencer categories for Field-Tested Americana

The best influencer categories for CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood audiences are the ones that make durability visible: Visual Grit & Handmade Americana, Western Workwear Mythos, Fieldcraft & Wild Endurance, Blue-Collar Comedy & Dad Satire, Outlaw Country & Roadhouse Folk, and Fire Cooking & Comfort Craft. Together they show where workwear, outdoor competence, garage humor, smoke, skate damage, and outlaw sound share cultural proximity.

Cult Screen & Hard Authority

49 influencers · led by Steve Austin (Stone Cold)

Actors, cult-screen personalities, tough-guy archetypes, prestige-TV figures, martial-arts icons, sports-media power brokers, combat athletes, military hosts, heterodox political voices, leadership authors, and biohacking figures sit in this authority system. It is the audience's mass-culture layer: charismatic self-possession, anti-fragile bodies, outsider politics, and screen characters who look better with dust on them.
Blue-Collar Comedy & Dad Satire

41 influencers · led by You Betcha

Comedians, meme accounts, Midwestern humorists, dad-content operators, prank formats, absurdist sketch figures, podcast comics, and blunt social commentators live here. The humor preference is low-ceremony and high-recognition: workday irritation, domestic competence, regional stereotypes, and male embarrassment converted into social glue.
Visual Grit & Handmade Americana

27 influencers · led by Jason Lee

Tattoo artists, graffiti writers, photographers, Western painters, wood artists, illustrators, midcentury documentarians, street artists, designers, abandoned-place storytellers, and skate filmmakers belong here. The shared language is visual Americana with surface wear: ink, signage, cars, desert light, wood grain, murals, and the romance of objects that have already lived.
Fieldcraft & Wild Endurance

21 influencers · led by Sig Sauer USA

This cluster covers hunters, survival educators, firearms voices, national park guides, climbers, anglers, conservation filmmakers, van-life travelers, and endurance figures. The audience is drawn to self-sufficiency outdoors, but with a serious field-note sensibility rather than glossy adventure tourism.
Outlaw Country & Roadhouse Folk

21 influencers · led by Colter Wall

This cluster gathers country, folk, bluegrass, Americana, outlaw legacy, roadhouse songwriting, and rural protest voices. It gives the audience its emotional register: plainspoken, skeptical, regional, and allergic to polished Nashville consensus.
Heavy Riffs & Analog Legends

20 influencers · led by Lord Rare Rock

Classic rock, metal, punk, funk-rock, grunge-adjacent eccentrics, Beatles-era icons, jam-band lineage, and guitar educators belong here. The signal is not nostalgia alone; it is reverence for riff authority, analog texture, and the older idea that musicians should have visible mileage.
Street Rap & Underground Taste

19 influencers · led by Action Bronson

Wu-Tang affiliates, Griselda orbit, Clipse, underground producers, West Coast rap, experimental hip-hop, and genre-bending modern artists form a second music spine. This cluster shows that the audience's masculinity code is not only rural or tradesman-coded; it also respects street authorship, lyrical craft, and independent myth-making.
Western Workwear Mythos

18 influencers · led by The Code of The West

The core taste signal is practical competence with a mythic edge: tradespeople, ranch-life narrators, timber fallers, farriers, builders, homesteaders, pickers, and blue-collar elders. It reveals an audience that sees utility as character, with the jobsite, barn, garage, and back forty carrying more authority than the showroom.
Skate, Stunts & Asphalt Mythology

18 influencers · led by Bam Margera

Skateboarders, stunt performers, motocross figures, snowboarders, surf-adjacent personalities, punk-linked riders, and the Jackass lineage sit here. This is the audience's anti-corporate motion language: impact, scars, pavement, VHS memory, and earned credibility.
Fire Cooking & Comfort Craft

16 influencers · led by Matty Matheson

Live-fire cooks, BBQ personalities, cast-iron teachers, pizza obsessives, sandwich makers, chef-authors, food television figures, and culinary reaction accounts define this cluster. Food functions as another craft discipline: smoke, flame, meat, comfort, repetition, and the authority of doing it with your hands.

Example Influists in this audience

Influist	Why they matter	Est. affinity	Est. reach
Jason Lee	American actor and fine art photographer known for his black-and-white landscape photography.	2,215	2.7%
The Code of The West	Social media account sharing frontier-inspired wisdom and promoting a self-published lifestyle guide.	2,228	2.5%
Matty Matheson	Canadian chef, restaurateur, and actor known for his cooking shows and role on "The Bear".	951	5.8%
Bam Margera	Reality television star and professional skateboarder famous for the 'Jackass' franchise and MTV series 'Viva La Bam'.	1,079	3.4%
You Betcha	Social media creator known for comedic takes on Midwestern lifestyle and culture.	1,195	3.1%
Sig Sauer USA	Digital creator account uniting Sig Sauer enthusiasts and showcasing firearms content.	3,158	2.2%
Mike Rowe	Television host of Dirty Jobs, narrator, and advocate for skilled trades and blue-collar workers.	1,116	3.1%
Sl1M Jim	Social media creator known for humorous golf videos and sponsored content for Slim Jim meat sticks.	2,416	2.2%
Nick Offerman	Actor, comedian, woodworker, and author known for his role as Ron Swanson on Parks and Recreation.	922	4.0%
Estevan Oriol	Photographer, director, and documentarian known for capturing Chicano culture and Los Angeles street life.	1,619	2.2%

+ 240 more ranked influencers, with estimated affinity and reach, in the full report.

How to read this report

Estimated affinity indexes how much more strongly an entity co-occurs with CAT Workwear, Danner, Dickies, Duluth Trading Company, Thorogood's audience than a baseline entity in the dataset, where 100 represents baseline concentration.

100 = baseline · 1,000 ≈ 10× more concentrated · 4,000 ≈ 40× more concentrated

Estimated reach is the share of co-occurrence within mentions of the seed set - how broadly an entity appears across the audience rather than how concentrated it is. Rankings blend affinity and reach to balance differentiated taste with audience breadth.

Figures are built from entity-to-entity co-occurrence patterns, not surveys, panels, or follower counts - read them as directional signal. See the full methodology.

Full report

Unlock all 250 Influists

The complete Field-Tested Americana audience report includes every ranked influencer with estimated affinity and reach, the full write-up for each of the 10 clusters, cross-cluster interpretation, the outreach shortlist, and a watermarked PDF.

What's inside

Category Definition
Executive Summary
Cluster Landscape strategic map
Deep dive: Cult Screen & Hard Authority
Deep dive: Blue-Collar Comedy & Dad Satire
Deep dive: Visual Grit & Handmade Americana
Deep dive: Fieldcraft & Wild Endurance
Deep dive: Outlaw Country & Roadhouse Folk
Deep dive: Heavy Riffs & Analog Legends
Deep dive: Street Rap & Underground Taste
Deep dive: Western Workwear Mythos
Deep dive: Skate, Stunts & Asphalt Mythology
Deep dive: Fire Cooking & Comfort Craft
Recommendations & Takeaways
Appendix: all 250 ranked Influists
Watermarked PDF

$95 · secure checkout via Stripe · instant magic-link access

By getting the report you agree to our Terms and Privacy Policy. Figures are estimates; analysis is automated. Licensed for internal business use only.

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Who uses this

How brands use this report

Founder

Pressure-test whether your workwear, outdoor or durable-goods brand is speaking the same cultural language as the customer.

Head of growth

Find white-space creators for CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood-adjacent audiences.

Agency strategist

Build a sharper audience overlap map before pitching partnerships, paid creator tests or campaign territories.

Fractional CMO

Turn a vague rugged-Americana brief into a usable customer profile with named clusters and creator categories.

Your brand

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Map the cultural graph around your own brand - or your whole competitive set. Free preview; Brand Cultural Graph $145 · Category Map $95.

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Related audience reports

Frequently asked

What is in the CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood audience report?: It maps 250 Influists - influencers, creators, artists, musicians, cooks, comedians, fieldcraft voices, and hard-authority figures - that sit near CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood in the cultural graph. The public page shows the thesis and sample names. The full report keeps the complete list gated.
Who is the audience for CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood?: The strongest shared customer profile is Field-Tested Americana: people who treat workwear as proof of use, not costume. They respond to boots, denim, tools, fire, fieldcraft, heavy music, skate scars, Western codes, and humor that feels native to the jobsite, garage, truck, kitchen, or back forty.
How are the influencer affinity scores calculated?: Affinity and reach are estimated from entity-to-entity co-occurrence patterns across seed-associated sources. They are not a survey, audience measurement, follower count, or representative sample. Read the figures as directional signal for cultural proximity and partnership white space.
What is the audience overlap between CAT Workwear, Danner, Dickies, Duluth Trading Company and Thorogood?: CAT Workwear and Thorogood sit closer to jobsite authority, trades, and heavy-use credibility. Danner pulls the audience toward fieldcraft, terrain, and outdoor endurance. Dickies connects strongly to skate, visual grit, and street-level Americana. Duluth Trading Company adds practical humor, dad satire, and comfort craft.
How should a workwear or outdoor brand use this influencer report?: Brands can use the report to find creators who already make durability feel like taste: builders, outdoor operators, rough-edged photographers, fire cooks, blue-collar humorists, garage musicians, Western workwear voices, and visual storytellers who can show the category being used rather than styled.