'I knew I could do something to solve this problem,' says entrepreneur
Dianne Finnigan is a woman on a mission. “We're trying to change the industry,” exclaims the founder of The Dirty Seahorse Workwear, a clothing and PPE company specifically for women in the trades.
Finnigan launched the business about three years ago, not long after her daughter graduated from Conestoga College’s masonry program. “We couldn't find suitable workwear for her, and if we did, it didn't fit properly," explains Finnigan. This ordeal opened her eyes to a much larger problem faced by countless women in trades. Finnigan discovered ill-fitting workwear is common, leading her to act.
Finnigan's decision to transition from her 34-year career in retail management to entrepreneurship was fueled by a deep desire to make a difference. "I knew I could do something to solve this problem,” she explains.
Her mission was clear: to design workwear specifically tailored to the unique measurements and needs of women in trades. The prevailing industry practice of resizing men's workwear for women is not adequate, and Finnigan is determined to change that.
"So many women out there lack comfortable, durable, and functional workwear that fits properly…Ill-fitting workwear poses safety hazards and puts them at a disadvantage on job sites," notes Finnigan. It’s a point highlighted in a 2022 report from the CSA Group which found 40 percent of women in heavy industry were hurt on the job because they didn’t have properly fitting PPE.
With no prior background in clothing design, Finnigan embarked on a steep learning curve. "I had to take sewing lessons and find a mentor to learn garment construction, pattern block making, and tech pack creation," she explains. Her commitment to quality and her desire to create a functional and durable clothing line for women in trades fueled her perseverance.
The Dirty Seahorse Workwear started with a pair of overalls, which expanded into an entire line of workwear, including coveralls, pants, and jackets. To ensure their workwear truly caters to women's needs, Finnigan conducted extensive market research, actively involving women in the process. “Our workwear is built by women for women," says Finnigan, with pride.
Recently, The Dirty Seahorse Workwear partnered with The Ontario Building and Construction Tradeswomen to address these challenges. "They've been terrific in helping us gather feedback from women in trades, which is vital for improvement,” says Finnigan.
Since embarking on this journey, she’s realized how prevalent this issue is across industries. “The problem is so vast and urgent that we anticipate dedicating years to changing the industry." Finnigan plans to continue creating PPE, mentioning harnesses and respirators as possible next steps for the company.
The Dirty Seahorse Workwear's mission goes beyond just clothing; it's about empowering women in trades and ensuring their safety and comfort on the job. By creating workwear tailored specifically to women's needs, Finnigan is breaking barriers and paving the way for greater inclusivity in traditionally male-dominated industries.
