If the pants don't fit, you shouldn't have to wear them.
As her daughter prepared to enter a career in the skilled trades as a stone mason, Dianne Finnigan from Guelph noticed a reoccuring obstacle – finding clothes that fit properly.
"My daughter and I went shopping for workwear, and we couldn't find any for her. And the unisex workwear they have out doesn't fit properly either in the crotch, arms or legs," Finnigan said.`
"We started looking around and soon we found out that this was a common problem for women in the skilled trades. They could not find proper-fitting work wear."
So, Finnigan decided to do something about it and created The Dirty Seahorse, a Guelph-based women's workwear line in 2020.
"We had to create a woman's profile. My daughter became the first model for the whole entire line. Everything that we developed is based off of her measurements," Finnigan said.
"Two interns and myself did nine months of market research and then we interviewed women in skilled trades. They told us everything they needed, what they wanted, and what was wrong."
In April, Finnigan attended an event at Linamar where students from College Heights Secondary School approached her about the need for workwear for women.
"They couldn't find it either. So, we ended up donating workwear to College Heights," Finnigan said.
Part of the problem, Finnigan believes, is that people aren't aware that workwear for women is desperately needed for those in the field.
"It's such a niche market that big brands don't want to carry because it's only five per cent of the market. It's not a big priority to them. But it is badly needed for women in skilled trades," Finnigan said.
In 2022, the standards organization CSA Group surveyed about 2,000 female workers and found a significant number of the women reported problems with their protective equipment at work.
What Finnigan found was that 40 per cent of all work site injuries on the job site for women, are due to ill-fitting workwear, and that oversized clothing can be a safety hazard.
The Dirty Seahorse offers a variety of clothing options such as overalls, sweaters, T-shirts and hats.
"Before this, I was a retail sales manager for 34 years. After my house burnt down in 2004, I went back to school for interior decorating," Finnigan said.
With a goal to create garments that properly fit, are comfortable, durable and safe, Finnigan said she wants to support women with quality made workwear.
"So, I went back to school. Garment design was an easy transition because I was basically using the same skills," Finnigan said.
"I learned sewing, pattern making and garment construction. Then I had to learn how to source fabric and manufacturers."
Finnigan said it can take a long time to develop women's workwear because it's a unique product, and not like any other brand.
"We've had apprentices involved from Lambton College, Mohawk College and Durham College to test products and then give us feedback as to how we could go back and improve them," Finnigan said.
The Dirty Seahorse also partnered with George Brown College to test gloves and overalls.
"When we did the overalls, for example, we had to do four different versions of them because every time Chantel bent down, she felt strangled in the crotch area. So, we changed things up using elastic."
The form-fitting overalls include 14 pockets, and two hammer loops.
"What makes our overalls different, too, is that we built a secret feminine hygiene pocket. And the overalls can be adjusted for the season. They can be let out for more layers in the winter, or during pregnancy, and they can be tightened in the summer months."
"Women hope for durability and something that lasts longer. So, we put in abrasion and water resistant panels," Finnigan said.
"They might pay a bit more for our products, but they do last longer."
The Dirty Seahorse has received a nomination from Empowering Women in five categories for industry advocacy, innovator of the year, emerging leader of the year, leadership in manufacturing, and tradeswomen of the year.
"We were recently also nominated for export leader and won an award for trailblazing," Finnigan said.
"I do a lot of events that include different organizations for women including the Canadian Association of Women in Construction."
Finnigan said interacting with other women is her favourite part of the job. The goal is to continue to grow her company.
"Right now, we are manufacturing pants because they are in huge demand. And we are also making women's jackets," Finnigan said.
Finnigan's son also works in the skilled trades as a mason.
"He's the one who came up with the name, The Dirty Seahorse, because this is for women who work in the dirt, and in the seahorse world, (gender) roles are reversed," Finnigan said.
"I developed this company for women just like my daughter, my grand daughter, and for future generations to come."
