New social media campaign and gear giveaway celebrates women in skilled labor careers
SPARTANBURG, SC (May 1, 2023)—Global flame-resistant and arc-rated (FR/AR) textile manufacturer, Westex: A Milliken Brand, partnered with the largest exclusively women’s workwear apparel brand in North America, Dovetail Workwear, to launch the co-branded Women at Work campaign. Announced today and kicking off on National Skilled Labor Day, May 3, the initiative celebrates women in skilled labor professions – including welders, electricians, and oil and gas workers – honoring their important roles in the American workforce.
Women established their positioning in the US skilled labor force during World War II, but today still hold less than 10 percent of the jobs available despite the growing demand of skilled labor support across business sectors. Within the male-dominated industries, Westex and Dovetail Workwear launched the Women at Work campaign to highlight females in non-traditional careers and pave the way for future generations of women workers in specialized industries.
“At Dovetail, our daily inspiration comes from the women who are building our cities and operating our power grids. Our goal is to make workwear that is worthy of her grit and to celebrate her physical skills, fortitude and ingenuity,” said Sara Deluca, co-founder of Dovetail Workwear. “We want women to be seen; it’s an ethos of the Dovetail brand, to support and uplift the ladies in the field where they are still the vast minority,” she continued.
Launching across social media platforms, Westex and Dovetail Workwear partnered with industry tradeswomen and Dovetail’s brand ambassadors, known as Mavens, to highlight a day in the life of women on the job site. Tradeswomen are encouraged to share their own social media posts using the hashtag #WomenAtWork to spread additional awareness and be entered to win a custom Women at Work metal sign. Congruently, a Women at Work promotion will run from May 3-8 online at dovetailworkwear.com for a chance to win Dovetail Workwear gear, including the brand’s new Britt Utility capsule collection, constructed from Westex’s flame resistant denim and canvas.
“We’re thrilled to partner with Dovetail on the Women at Work campaign and help bring attention to the women doing the work to build our communities, homes and businesses,” added Michael Langley, director of protective fabrics, Milliken & Company Textile Business.
A custom Women at Work patch will be offered as a special gift with purchase (while supplies last) for all online orders placed on May 3 at dovetailworkwear.com to celebrate National Tradesperson Day.
About Milliken & Company Textile Business
Drawing on more than 155 years of award-winning research and development, the Textile Business of American-based Milliken & Company offers a diverse portfolio of technical textiles serving a broad range of global markets, including apparel, automotive and transportation, building and infrastructure, hospitality, industrial, military, decor and protective workwear. Focused on enhancing the performance, heightening the protection, and advancing the sustainability of fabrics, Milliken manufactures superior solutions and develops leading innovations that add value to everyday life. We are textile innovators focused on game-changing technologies and materials that impact lives and transform industries. Learn more at textiles.milliken.com.
About Dovetail Workwear
By women, for women, and with women, Dovetail Workwear is both a young company and the largest exclusively women’s workwear brand in the northern hemisphere. Based in Portland, Oregon, Dovetail Workwear makes all-season, all-reason utility apparel that stands up to the job. Use our store locator to search for us in 300 stores, across 47 states. Get dirty with Dovetail at
dovetailworkwear.com. #getdirtywithdovetail @dovetailworkwear
Westex/Milliken & Company Media Contact: Dovetail Workwear Media Contact:
Kelsey Nelson Kate Gaeir
Friday Night PR Akimbo Communications
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