America is full of brands built for white collar. High-end products and services aimed at upwardly mobile, BMW-driving, latte-sipping, corner-office types and wannabes.

Where are the brands for blue collar America?

In his Blommit entry, Jordan Childs writes: Blue collar is just waiting to be championed. Every year there are fewer plumbers, fewer electricians and enrollment in trade schools is dropping off exponentially. People are not looking at these careers and getting excited about the possibilities any longer. The life of the Blue Collar worker is becoming more and more unattractive.

In actuality, this is completely wrong. You want to know what an honorable day of work is? It’s performing a service that satisfies basic societal needs. We must begin bringing the appeal back to these jobs.

People who put in more than 8 hours every day of difficult, physical labor are the new elite society in our country. More and more MBAs, lawyers and academically trained robots are pouring into the workforce and the thought of getting their hands dirty is enough to send them back for more degrees. Hard work is not something everyone can do — this should be celebrated.

Value brands (Target, Vizio, Wal-Mart, Ikea) are very much in vogue but none of them speak to this blue collar group while ruthlessly excluding the delicate, pencil-pushing white collar worker.

Where is the brand for the American Worker?

The brand that celebrates the life and contributions they offer. A lifestyle brand that is built with the hard worker in mind and one that serves the specialized needs of this group. Grooming products, clothing, shoes, tools, cooking products, catering trucks.

The opportunity is waiting — the American worker is due for another time in the spotlight.

Celebrating blue collar, the High Life way.