My father is a feminist. He has exposed me to this since I was a little girl. He leaves the room if the beauty pageant is on TV. I believe this is why I don't freeze berries for the winter, and I don't bake buns, even though I could, and I only choose new curtains when I have to. In the summer we can enjoy berries, but winter is equally painful for the whole family. Only because my father is a feminist.
My mother, on the other hand, is a hater realist. She says you can do anything and achieve anything if you want it enough. The rest of the sentence is that hater of personal responsibility.
For this reason, I easily start questioning my own girly habits and life choices. Am I doing this because I like it and want to, or because I biologically expect it of myself? That’s why we don’t have berries in the freezer, that’s why I kept my own name and that’s why I also applied for this job.
In June we’re tentatively locking in the 2013 collection. The process started in September and it’s looking good now. On top of that, it works well and feels good. It includes a stylish overall (even though that’s not usually what people expect from a coverall), what looks set to be the best‑selling work jacket of 2013 (all signs point that way), a new, more hard‑core dimex+ collection and a few other new products.
A major change is that we’re offering an option specifically for women. This is something that’s been requested from us for a long time, but the market has been so small that we’ve been holding back on the decision. Now the time has come. Male-dominated fields that use tough-guy workwear are getting female reinforcements at an increasing pace.
Our product designer Heli received an email with a link to an address where we were asked to provide women's safety clothing. The sender of the email was aware that there were some alternatives on the market, but felt that the current options did not suit her and that they had to be dimexis. More and more girls are choosing a profession that questions gender roles. These women do not want to wear high-waisted ladylike clothes, but want to look relaxed and good, in clothes that fit and function. A woman can be a bit of a hunk, but she no longer has to work in clothes that only fit a hunk.
The change will bring us a new winter and summer safety jacket and an expanded size range for attitude pants and RT pants so that even petite women will no longer have to camp in pants that are too big.
I put on my attitude pants and safety jacket myself. It felt natural. This is the kind of woman I want to be.
Tuire Krogerus
Partner - Sales and Product Development
tuire.krogerus@dimex.fi
editor's note: although the author does not freeze himself, he has warm feelings towards those who freeze themselves.