At The Dirty Seahorse, we know that finding workwear that fits women and functions in the trades can be a huge struggle. It’s frustrating when your gear doesn’t fit right, isn’t comfortable, or even worse—becomes a safety hazard. That’s why we’re passionate about making workwear built by women, for women.
Our story started when our founder, Dianne Finnigan, saw firsthand her daughter Chantel, struggle, to find clothes that actually fit her and worked for her while she was in masonry school. Every option was designed for men, leaving her to deal with oversized, baggy clothes that were unsafe to wear on the job site. Dianne quickly realised that this problem wasn’t unique to Chantel—in fact all women in trades were facing the same lack of safe work clothing made to fit properly for their bodies. So, she decided that she needed to do something about it. The Dirty Seahorse was started in 2020 and immediately focused on producing workwear tailored to women’s bodies. Our women’s overalls and workwear collection are trying to close the gap between functionality and comfort while meeting the real-world needs of women on the job.
Creating functional, well-fitting workwear didn’t happen overnight. We didn’t want to just guess what women in trades need. Instead, we got out there and asked. Dianne spent nine months conducting market research, talking directly to women in different skilled trades. They told her exactly what features they needed—pockets (and lots of them!), removable knee pads, durable fabrics, and a fit that didn’t require them to constantly adjust their clothes 8 to 10 a day to stay comfortable and safe on the job.
Partnering with George Brown College
We partnered with George Brown College’s School of Fashion to develop three products to met the highest quality standards. This collaboration has been integral to our success, allowing us to combine industry expertise with innovative research and design. We reached out to the apprentices to thoroughly test our workwear to understand the functionality, durability, and fit gaps.
Together, we designed prototypes, refining each design based on feedback from women actively working in the trades. Prototypes were then tested by trade apprentices at three various other colleges. This process enabled us to create workwear that not only fits properly but also functions and withstands the demands of job sites.
The Innovation Behind Our Overalls for Women
Our signature product, the Zenith overalls, failed 4 times during prototyping before we got the fit right and is a testament to the thoughtful design and attention to detail that goes into every garment. These overalls feature, deep pockets, removable knee pads, abrasion-resistant panels, and even a discreet feminine hygiene pocket—elements designed with practicality and safety in mind. Most importantly, they are tailored to fit women properly, eliminating the need for constant adjustments or the discomfort of oversized clothing.We even looked at the industry they were being used for!
Built by Women, for Women
We take great pride in the fact that women have been involved in every stage of our journey, from research to design to testing. We ensure our products meet real-world needs by involving women in skilled trades and incorporating their feedback is key.
You see we are more than just another workwear brand, we’re all about building a community that supports women just like Dianne’s daughter, granddaughter and future generations to come! Women in trades are the backbone of this company and that's why Dianne took a totally different approach in building this company involving women in trades every step of the way. Also by advocating to the federals and provincial governments for proper fitting workwear to reduce injuries and safe lives!
Our mission is to continue innovating and refining our workwear so that women in skilled trades feel confident, comfortable, and safe on the job. The Dirty Seahorse is committed to making a lasting impact in the industry, one garment at a time.
