Hard Yakka styles up for the ladies

Hard Yakka has launched a range of women's workwear targeting the fashion-forward market. Originally launched in the early 1990s, Yakka industrial division manager Craig Goron said the Hard Yakka women's range had been updated to incorporate current fashion trends.

"Hard Yakka have been providing women's workwear for many years, however the recent re-launch recognises the changing needs for styling and fit. We believe these changes and increased range will provide increased consumer demand."

As first reported in Ragtrader in June, Hard Yakka would drive sales to women - especially those who might not have worn Hard Yakka previously - through a major consumer mangazine advertising campaign launching this month, he said.

"This campaign is targeted towards two very different markets: DIY home improvement and the hard wearing industrial market. We have selected different publications to target both these markets. The DIY women's market is one that has not been specifically catered for previously; we show that new Hard Yakka Workwear for women is ideal to wear while gardening, painting, renovating or decorating. The Hard Yakka women's range still has all of the extra-tough features you would expect of the brand, with a more feminine, fashionable edge."

The updated range consisted of 23 styles, including 13 upper garments and 10 lower garments, with prices starting ranging from $29 to $51 for signature garments such as the Hard Yakka Legends Pant. The Legends Pant featured extras such as pockets for tools, rulers, pencils, mobile phone and provision for inserting knee pads for gardening. Selected pieces also featured a UPF (Ultraviolet Protection Factor) of 50+, the highest rating available in Australia, confirmed Hard Yakka brand manager Laura Downey.

"Women have been asking for a range of workwear, [that offers] a nod to current fashion trends but is still functional and protective. It was also important to have items in the range with sun protection for when painting outside or gardening."
Other new features of the women's range included a lower rise on the pants and shorts to provide a more flattering flat-front silhouette. Meanwhile tops featured a new, contoured, more feminine makeover for shirts and polos.

By Belinda Smart