A John Deere Publication

Person in green overalls measuring large tractor tire tread in workshop.

Founded in 2018 and based in the Pacific Northwest, Dovetail Workwear is the largest exclusively women's workwear brand in the northern hemisphere made by women, for women, and with women.

Agriculture September 01, 2025

Deere & Dovetail Workwear

Brand collaboration addresses gap for women in ag.

When it comes to body types, men and women are not the same. This isn't news. But it becomes particularly evident when it comes to workwear.

Fortunately, Kellye Haskin, global licensing category manager for John Deere, noticed. Anytime you see a John Deere branded hat, shirt, jacket, or shoe, it's Haskin who made it happen.

"From a Deere apparel and headwear space, our offerings lean heavily male," she said. "We started to see a decline in women's sales, which prompted the question of how can we better resonate with that audience?"

The answer: A new brand collaboration with Dovetail Workwear, a brand "by women, for women, with women."

Data shows that the next generation of the American farmer is increasingly becoming more female, especially when it comes to farm management. And women are operating John Deere equipment now more than ever before, Haskin added.

Two years in the making, the collaboration began when Haskin reached out to Dovetail co-founders Kate Day and Sara DeLuca. Just over six years old, Dovetail is in nearly 500 stores across the U.S. and Canada.

"I was a little hesitant because of the size of Deere. I worried the process might be super bureaucratic. But early on we could tell the collab would be a success because Kellye's team is a nimble, creative team themselves. They work very similarly to us," DeLuca said.

"We took a tour at Harvester Works, where many women work on the factory floor. We saw the adherence to the highest quality standards…that was super compelling because we could tell Deere cares as much about quality as we do and cares as much about their female workforce as we do," DeLuca said.

To order, visit shop.deere.com or DovetailWorkwear.com. ‡