Dianne Finnigan, from Guelph, has taken a significant step to address a gap in the workwear market for women in skilled trades. As her daughter prepared to enter the stone masonry field, Finnigan encountered a major challenge: finding work clothes that fit properly.
“We struggled to find suitable workwear for her, and the unisex options were also ill-fitting,” Finnigan said. “It became clear that this was a widespread issue for women in trades.”
Determined to resolve this problem, Finnigan founded The Dirty Seahorse, a women’s workwear line based in Guelph, in 2020. Her daughter became the first model for the line, with all designs tailored to her measurements.
Finnigan and two interns spent nine months conducting market research and interviewing women in skilled trades to understand their specific needs. This feedback was crucial in developing the product line.
In April, Finnigan attended an event at Linamar where students from College Heights Secondary School highlighted their difficulty finding workwear for women. In response, Finnigan donated workwear to the school.
Finnigan attributes the shortage of women’s workwear to a lack of awareness and the small market size, which discourages major brands from investing in it. “It’s a niche market, representing only about five percent, so big brands often overlook it,” she said.
A 2022 survey by CSA Group, which included around 2,000 female workers, revealed that many women experience problems with their protective equipment. Finnigan discovered that 40 percent of worksite injuries among women are linked to poorly fitting workwear. Ill-fitting clothing not only causes discomfort but can also be a safety hazard.
The Dirty Seahorse offers various clothing options, including overalls, sweaters, T-shirts, and hats. Finnigan, who transitioned from a 34-year career in retail sales and interior decorating after a house fire in 2004, utilized her skills in garment design to create this new line.
The company focuses on producing comfortable, durable, and safe workwear. Finnigan learned sewing, pattern making, and garment construction, and worked on sourcing fabrics and manufacturers.
Developing women’s workwear is a time-consuming process due to its unique requirements. Apprentices from Lambton College, Mohawk College, and Durham College have helped test and refine the products. The Dirty Seahorse also collaborated with George Brown College to test gloves and overalls.
For example, the overalls required four design iterations to address fit issues. The final version includes 14 pockets, two hammer loops, and a secret feminine hygiene pocket. They are adjustable for different seasons and conditions, including pregnancy.
The Dirty Seahorse has been recognized with several nominations by Empowering Women, including for industry advocacy, innovator of the year, and tradeswomen of the year. The company also won an award for trailblazing and was nominated for export leader.
Finnigan remains committed to supporting women in trades and is expanding her product line to include high-demand pants and women’s jackets. Her son, also a mason, named the company The Dirty Seahorse to reflect both the gritty nature of the work and the reversed gender roles of seahorses.
“I created this company for women like my daughter, granddaughter, and future generations,” Finnigan said.
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