We Are All Workers – an intimate portrait of Braddock, PA
Nine out of ten times it seems that marketing campaigns that attempt to connect on a relevant plane fall flat on their face and roll clumsily back down the hill. Levi jeans partnered up with director John Hillcoat, the IFC and the Sundance Channel to present an incredibly intimate and authentic portrait of the town of Braddock, PA entitled “We Are All Workers”. The project is broken up into a handful of textured stories that leaves you feeling deeply for the broken town of Braddock. As many of you know, I have a very special and loyal place in me for old rustbelt cities and towns in America and I feel a strong kinship for the people and the places this project illustrates.
One of the things that makes this particular town so particularly special is Mayor John Fetterman. Wait until you get a feel for his passion, his vitriol, his optimism and his undying loyalty and dedication to Braddock and its people. This guy is something special and he embodies the American spirit that I would lay down for. He is a true leader in all of the ways I envy and should stand as a role model for us all.
Take the time to go through these. It is worth it.
Episode 1: The Seeds of Change
When the steel mills closed in Braddock, PA, they left behind a dwindling population living in near apocalyptic circumstances. Now, a new generation of urban pioneers has come with a mission- to create a new frontier from the ashes of the once vibrant town.
Episode 2: The Mayor
The Mayor of Braddock, PA is a 6’8″, tattooed Ivy League graduate who has taken the challenges in this former steel town and made it his mission to overcome them. His commitment and tough brand of optimism may be the town’s best hope for bringing a new generation of pioneers to Braddock.
Episode 3: The Old Timers
As a new wave of urban pioneers settle in Braddock, PA, the longtime residents lend perspective, character and enduring passion to the transforming landscape. While both generations share a desire for renewed prosperity and a commitment to their work, their outlooks on Braddock’s future differ dramatically
Episode 4: Unsmoke Artspace
Repurposed and reinvented, Braddock’s UnSmoke Artspace is now home to urban pioneers working towards remaking the local identity through art. Though they have differing visions for Braddock’s cultural renewal, the artists of UnSmoke share a common appreciation for the local spirit.
Episode 5: Bell’s Market
The workers of Bell’s Market have been proudly serving the local community for over 43 years through prosperous times and lean. Dedicated to the residents of Braddock, and committed to supporting the community that supports them back, Bell’s Market shows the power of local business to overcome urban decline.
Episode 6: Robert
With the support of Braddock’s community leaders, Robert was able to give up hustling on the streets and become a strong father to his two children. His story of transformation and hard work shows how a new generation of residents is working towards a better future for themselves and for Braddock.
Episode 7: Urban Farm
As an urban farmer, Marshall envisions Braddock’s empty lots as opportunities to create a stronger, healthier community. Amidst the closed steel mills and abandoned homes, the Urban Farm brings affordable, organic produce that’s “as local as you can get” to the dinner tables of Braddock’s homes.
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A couple years ago, I went to an art show that Mayor Fetterman hosted in his home. It was for a project where graffiti artists, like Swoon and Chris Stain, were invited to Braddock to decorate the place. I was pretty impressed that any political figure would invite graffiti into their town to beautify this, let alone give up part of his home to host them and to culminate the event.
The show was on the first floor, and the mayor was on the second, tending bar, pouring drinks, and talking to the people stopping by. Two teenaged kids came in and asked him for a beer. He politely declined, and asked them if they’d like anything else. They then asked for a couple Cokes, which he didn’t have. So he left the party, walked down the street, and bought them a couple.
Think about that for a second. Would anyone you’ve ever voted for invite you into their home, offer you a drink, and leave their house to get you one?
Hi,
Interesting series. I’ve been fascinated by Braddock since I came across an article in someone’s blog from a magazine called People’s Weekly World, which gave a pretty good breakdown of the area’s history and the story of Mayor John Fetterman. I put up a blog post of my own sometime later with as many decent links as I can find. You can read it here, if you’re interested: http://cityofstrangers.wordpress.com/features/braddock-pa/
I grew up in a town in northern Canada which is now 98% abandoned (uranium city, sask) so I guess that is part of my interest. That, and living in semi-abandoned urban areas most of my adult life, including, way back when, here in Brooklyn. But it is an intriguing story and I wonder how things will play out, for the Mayor, the artists – and the people who lived there before all this started happening.
A couple of quibbles. Beautifully shot and everything, but at this point – I just finished episode 5 – there seem to be an absence of black people. That’s not a minor absence since Braddock is like what – 80% black? Also, it’s great Levis is doing the series, fantastic that they’ve helped pay to restore the church/ community center – but last I heard they were making their jeans in China. Which is part of why we have Braddock and towns like it.
But hey, I’m glad someone’s paying attention and pouring money into a worthwhile project. Hopefully I can pay a visit the next few months . . .
Love your site btw.
T.
hi I watched the whole program ! I grew up in one of the houses that was shown ! This was a step back in time .I saw my great grandma house.The street we played on when i was a child!My grandma house was 415 robinson st. and my great grand ma was wood st.Soo many memories.Many times I still go and take pictures of what is there and remember what was. THANK YOU ANNIE
We lived in Talbot Towers. The Projects. From 1956 to 1963. What a shame.
[...] seen me sweat the hell out of the Levi’s campaign, “We Are All Workers” and rightfully so. It read authentic and promoted an America that I hold dear. Rustbelt [...]
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