In order to launch the co-branded Women at Work campaign, the largest purely women’s workplace apparel brand in North America, Dovetail workplace, teamed up with the global flame-resistant and arc-rated (FR/AR) textile manufacturer, Westex: A Milliken Brand. The project, which was just announced and will begin on May 3 in honour of National Skilled Labour Day, honours women who work in skilled labour fields like welding, electrical work, and oil and gas extraction.
Despite the growing need for skilled labour support across business sectors, women still hold less than 10% of available jobs in the US skilled labour force today than they did during World War II. Westex and Dovetail Workwear launched the Women at Work campaign in male-dominated industries to promote women in non-traditional careers and open doors for upcoming generations of female employees in specialised fields.
The women who are constructing our cities and managing our electrical grids serve as a daily source of inspiration for us at Dovetail. Sara Deluca, co-founder of Dovetail Workwear, stated, “Our goal is to produce workwear that is worthy of her grit and to appreciate her physical skills, tenacity, and resourcefulness. “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 said.
To highlight a day in the lives of women on the job site, Westex and Dovetail Workwear collaborated with industry tradeswomen and Dovetail’s brand ambassadors, known as Mavens, to launch across social media channels. Tradeswomen are urged to submit their own social media content with the hashtag #WomenAtWork to raise awareness and join a drawing to win a personalised metal sign reading Women at Work. In keeping with this, a Women at Work promotion will run from May 3–8 online at dovetailworkwear.com for a chance to win Dovetail Workwear gear, including as the company’s new Britt Utility capsule collection, made 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,” stated Michael Langley, director of protective textiles, Milliken & Company Textile Business.
While supplies last, a special gift with purchase will be a personalised Women at Work patch. for all online purchases made on May 3 in honour of National Tradesperson Day at dovetailworkwear.com.
