|  | Since we put such an emphasis on building authentic work gear, we figured it’s only right to show our products in action, on authentic hands-on women. They’re such an energetic, inspirational bunch, we thought you’d get as big a kick out of meeting them as we get out of photographing them! | |
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Open a Duluth Trading Company women’s catalog | | and you won’t find a single scary-skinny, plastic-surgerized super-model anywhere in sight. Instead, you’ll meet organic nursery owner Ina, horse trainer Lori, veterinarian Mandy, salvage experts Liz and Tab, and zoo keeper Cindy, to name just a few of the authentic “hands-on” women shown on the job in our clothing. |
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 We jokingly call them “un-models”, but what they represent are the faces of customers like you – hardworking women with demanding jobs and busy lives. We put so much effort into designing products that stand up in the real world, we figure it only makes sense to show our stuff in action – worn by real women doing real work instead of models in fashion poses.
Hands-on women even get their fingers into designing the Duluth women’s product line. A 7-member crew of female “test pilots” – including a landscaper, dairy farmer, carpenter and master gardener – evaluates new products for functionality, comfort, durability and fit.
Throughout the catalog, captions and quips give readers quick glimpses into the lives of the Duluth hands-on women “We have a blast working with them,” says Kristi Wilhelmson, who directs photo shoots for the Duluth Trading Co. women’s business. “These women are kind and funny and independent, and absolutely passionate about their work. They inspire us so much, we figured you’d like to get to know them, too. |
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| | In the process, we’re hoping that showing real women in non-traditional roles will motivate you to try projects and employment possibilities that you might not have considered before. “We’re breaking the stereotypes that can limit women’s view of their career choices,” says Wilhelmson. “We’ve featured female zookeepers, industrial firefighters, artists, salvage experts, you name it. All with the goal of getting you to think, ‘Wow, if she can do it, so can I!’” |
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