Press Coverage

"In WWI and WWI, women stepped up and filled positions traditionally filled by men. These included working with heavy machinery in steel and lumber mills and ammunition plants, while others worked as repair and maintenance personnel for aircraft. Back then, women had no option but to wear overalls and coveralls designed for men. Not only didn’t they fit right, but ill-fitting clothing could be a workplace hazard and potentially get caught in machinery." Read the Article

"The big players like Carhartt took notice and started creating women's products themselves. But according to Jodi Roberts, Workwear Buyer at Coastal Farm, "Women's was a tough launch for Carhartt" and it took Carhartt "five years to figure out what the women's customer needed. "The low barriers to entry that the fashion and apparel industries have is a threat to the established players when they don't see how change can happen. A better idea can gain traction and an outsider's point of view is very often a catalyst for change and innovation." – Richard Kestenbaum Read The Article

“Workwear is for the industrial athlete,” says Sara Deluca, co-founder of women’s workwear brand Dovetail. “It’s for the person who works on a skyscraper, but it’s also for the person who is landscaping or in the natural sciences or doing DIY projects at home and then heading into the mountains.” Read the full article here

Rivet Magazine looks at how the "pink it and shrink it" approach to women's workwear design is finally being rejected by brands like Dovetail Workwear. Read the full article here.

"There's literally no other women's workwear line at the international level that is made by women for women." Read the full article by Matthew Kish here.