Deere x Dovetail: New Apparel for Women Farmers
Bridging the Gap in Women's Workwear
In the world of workwear, men and women are not the same. Yet, the apparel industry often overlooks this. Kellye Haskin, our global licensing category manager at John Deere, noticed this gap. "Our offerings lean heavily male," Kellye explained. "We saw a decline in women’s sales and asked how we could better resonate with that audience?"
The answer came with an exciting collaboration with Dovetail Workwear, a brand “by women, for women, with women.” This marks the first time clothing has been designed specifically for women in farming, according to Dovetail co-founder Kate Day.
Why It Matters
Today, women represent a significant force in agriculture: 36% of all U.S. farmers are women, and 56% of all farms have women as producers and decision-makers. Women are operating Deere equipment now more than ever before, Kellye added.
Two Years in the Making
The collaboration began two years ago when Kellye reached out to Kate and fellow co-founder Sara DeLuca. Dovetail, just over six years old, is now in nearly 500 stores across 47 states and parts of Canada.
The collaboration was inspired by a simple yet powerful message: see a need, innovate a solution. Kellye and her team worked closely with female farmers to ensure their voices were heard. To give Dovetail a deeper understanding of the industry, Kellye organized a tour at Harvester Works, where many women work on the factory floor. This tour and meaningful conversations marked a turning point for Dovetail. "We could tell Deere cares as much about quality and their female workforce as we do," Sara said.
For Dovetail, partnering with John Deere was an opportunity to amplify their mission. “It was two brands in support of women coming together. It checked all of the boxes for us,” Kate said.
Today, women represent a significant force in agriculture: 36% of all U.S. farmers are women, and 56% of all farms have women as producers and decision-makers.
How to Purchase?
Designed with plenty of pockets, knee reinforcement, and stretch fabric in mind, you can own a piece of the John Deere x Dovetail Workwear Capsule Collection beginning April 2, 2025, by shopping through either John Deere or Dovetail.
