Michelle Durnin of Durnin Farm & Ranch Wear has created a line of women’s workwear that has gained consumer support.
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She launched the company in November 2021 and now offers a full range of women’s farm wear.
“I’ve always noticed a void in women’s workwear. I personally wear many hats, including agronomist, farmer and equestrian,” she said. “(I) have never found women’s workwear that fits well and shows off your personality.”
Why it matters: Women working on farms often have to wear ill-fitting workwear designed for men.
Durnin said standard workwear brands don’t provide a proper fit or essential features to meet women’s needs.
“We added seams to reduce bagginess in the leg, elastic straps for more flexibility, and buckles that don’t come undone,” she said. “Those are especially nice for girls that plan to ride horses in them.”
Additional changes included side zippers for dressing ease, a cell phone pocket and a line of longer-length options for tall women and riders.
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“When you put on a piece of clothing that fits well, is functional, is going to keep you clean and warm and dry, it gives you a lot of confidence to go about your day,” said Durnin.
Traditional workwear is only available in standard, earth-tone colours, but this line offers customers a choice of blue and rose-coloured overalls.
“I want to give women more confidence, showcase not just the glamour but the realities of rural life, and build a community with this brand,” Durnin said. “Farmers and many ag professionals work long hours. I really wanted to make them feel seen and empowered.”
Durnin is no stranger to hard work and long hours. The Auburn-area farmer is also an agronomist, self-proclaimed ‘horse-girl’, podcaster, and now a clothing designer.
The company launched with women’s lined and unlined coveralls but expanded the collection last summer to include graphic tees and sweatshirts, including unisex options. Durnin also hinted that there’s a new line of “innovative” coveralls in the works.
“I’m very happy with how the business is going,” she said. “The community DFR has built and the support we have received in a short time has been amazing.”
Early consumer uptake resulted in nearly all stock selling out by Christmas 2021.
The company also uses its social media accounts to reflect the realities of farm life, including “the good, the bad, and the hilarious.
“We are trying to highlight women working within the ag industry, showcase what they do on a day-to-day basis, (building) a sense of community through the brand,” Durnin said.
The clothing is manufactured in Canada and available on DFR’s website, or an appointment can be made to explore products in person.