Montana-born designer Bethany Yellowtail, raised on the Crow Reservation in Wyola, has always drawn strength from her roots. Her brand, B. Yellowtail, founded in 2015, brings Indigenous motifs, vibrant colors, and cultural storytelling to a global audience. Now, she is stepping into the national spotlight with a collaboration alongside iconic American workwear company Carhartt.
A Powerful Partnership
Carhartt tapped Yellowtail to design the 50th anniversary edition of its Active Jac jacket, one of the brand’s most recognizable garments. For Yellowtail, the project was about more than fashion — it was about honoring heritage and creating a piece that could embody both protection and connection.
“The designs we wear can invoke power and protection,” she said. “If this jacket speaks to people — whether because it feels cool or because it carries meaning — it’s doing its job.”
Inspiration from Tradition
Yellowtail’s upbringing on the reservation and her years in Los Angeles shaped her journey. She was often the only Native voice in fashion circles, making her determined to use design as a way of cultural exchange. Her creations are intentional, rooted in the idea that clothing can carry memory, strength, and symbolism.
Today, based in Billings, she manages an expansive warehouse where orders are fulfilled locally and shipped worldwide.
Giving Back to Community
As part of the collaboration, Carhartt pledged a $50,000 donation to the Wyola Development Fund, supporting the wellbeing of Yellowtail’s home district, Mighty Few.
For Yellowtail, the partnership reflects shared values: resilience, creativity, and the belief that design can empower individuals and communities alike.
