"It's a very niche business within a niche — that's why it works well," says Johnston of women's workwear. "I would be excited to see an endless number of iterations of workwear companies for women that really are catering to things that should exist but don't. Rather than trying to make products they think are what we want to wear or are dumbed-down versions of what guys get. That's not good enough. I don't support that.
Dovetail's rapid success caught the attention of incubator Portland Product Werks, which acquired the brand last year, allowing for expansion of its wholesale retail business, as well as online. Dovetail also has a number of new styles set to launch later this fall and into 2019. "There are so many subsets, too," adds Begley. "Cinematographers, camera women and installation artists. Really, there's no end. It's been a lot of fun to discover so many traditionally male-dominated occupations that more and more women are entering."As Dovetail's range of consumers grows, so does the brand's drive for innovation. "The other area that we're super excited about is bringing technology into our fabric," says DeLuca.
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