6 minute read

Rolling D Seizes the Opportunity

Tomina Jackson and Cheryl Digby strive to right the shortcomings of women’s agricultural workwear.

The physical and mental demands of farming are difficult to tackle even when environmental and weather conditions are near perfect. They’re an extra challenge for women tasked with the same obligations equipped in ill-fitting workwear.

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While some manufacturers consider and create linesof women’s wear designed for their industry apparel requirements, most female laborers are outfitted with the identical garments as their male counterparts. Little is designed intentionally for female body types.

Practicality and the Jackson Women

Growing up on her family’s ‘High Bluff Stock Farm,’ Tomina Jackson of Inglis, Manitoba was all too familiar with this specific problem. For her, daily tasks and chores on the mixedfarm meant finding suitable clothes for herself and 4 sisters.

The family owns purebred Charolais and Simmental seedstock operations, runs commercial cattle, plus a registered seed grain farm.

The 5 sisters were all involved in local 4H, participated in the Canadian Charolais Youth Association, and showed cattle across Canada. For the past 2 years, Tomina has worked fulltime on the family farm along with her oldest sister Erin, and parents, Carman and Donna.

The family unit looked forward to show ring activities each year, but with the Covid-19 pandemic of 2020, shows were closed, and they were forced to remain near home. Their extended family contained numerous aunts, sisters in law and nieces directly involved in farming. This made for plentiful conversation, thoughts and strong opinions around the dinner table, occasionally attacking the topic of usable workwear.

During one such female dominated encounter, the seeds of an idea began to grow.

“My mom, sisters, and my aunt and I were all sitting around the counter at home drinking coffee, talking about where to buy workwear. We realized we were often wearing boys and men’s clothing. It seemed like a real opportunity, so we started a brainstorm session,” said Tomina.

They thought about it and wrote up a list of everything they wished for in chore and work clothes. “We wanted it fitted but we wanted it designed so we could move comfortably. And we wanted it to look professional so we could go from chores right to touring visitors through the bullpens.”

Their extensive list quickly morphed into a drawing. Specifications of what Tomina wanted to see in the design of outdoor women’s clothing, in particular, parkas, vests and insulated pants, were outlined to fit and be figure flattering.

Photo by Rolling D Workwear

Photo by Rolling D Workwear

From Hypothetical to a Light Bulb Moment

Tomina’s mother, Donna, later showed the drawings to her sister Cheryl Digby, the owner of a sewing manufacturing facility in nearby Morden, Manitoba.

Cheryl had also been raised on the farm, was extensively involved in the 4H beef club, and worked with cattle, grain and poultry. She remembers her own mother. “She was a hard worker and would often lament about poorly fitting workwear and the lack of available options for women.”

After bouncing around numerous occupations including painting, driving a highway asphalt packer

and operating a catering and food processing business, she and husband Ron Funk, purchased the sewing factory in Morden. They named it Deasil Custom Sewing Inc., for the Scottish Gaelic word meaning ‘to take the right turn’ and ‘bring good luck.’

The 25,000 square foot facility was already busy with contract production of a line of luxury parkas and vests, growing to over 50 employees. When the pandemic hit, they pivoted to face masks and medical cover gowns to fulfill needs arising from the virus.

“As my sister was showing me the designs, it occurred to me that between Tomina and I, we had the resources and connections to make the vision of a women's workwear line a reality,” Cheryl said. She got busy and created prototypes of the designs. History began to take shape.

The light bulb moment for the 2 women combined with the apparent opportunities quickly transpired to partner them in a new venture they dubbed, ‘Rolling D Workwear.’

Paying Homage to the Family’s Women “Tomina is creative, focussed, pragmatic and professional in her approach to business,” Cheryl said. “She’s open to listening to new ideas, learning from others, and calm when things don't go exactly as planned. I believe these are character traits of a successful entrepreneur and will keep her grounded as the business expands.”

Tomina explained the company name is a tribute to her grandmother and grandfather, Bob and Elaine Digby, and their farm.

“Rolling D is an ode to our family. The farm is no longer in operation, so this is our way of carrying on the name, family legacy and tradition. The effort of our whole family, made up of many women who farm, has been our inspiration.”

She says their mission is to provide women with functional and classically styled clothing. They want it to reflect what women do as professionals in agriculture. It will be made at Deasil Custom Sewing Inc. allowing them to support local Canadian manufacturing plus meet high standards. “It’s local and in our family, so it’s really meant to be.”

Photo by Rolling D Workwear

The Home Farm Vest

Photo by Rolling D Workwear

Making the Clothing Line a Reality

Rolling D Workwear will first target the agriculture industry, but they are open to expansion into manufacturing and trade markets in the future. Their first collection is a capsule wardrobe with pieces launched throughout the year. “Parkas, vests, pants— pieces of a foundation wardrobe. A capsule collection beginning with winter wear and moving into spring and summer,” Tomina said.

The line will use materials sourced from local suppliers as much as possible. Textiles will be obtained from mills in the US and insulation quilting done by a local Manitoba firm. Packaging will be eco-friendly and domestically made.

“Our staff at the Deasil sewing factory have many years of experience specializing in outdoor wear, including clothing for men and women,” Cheryl said.

They will also count on young entrepreneur and pattern maker, Shelley Ediger of GarmaTech, Winnipeg. Her farm background and resulting practical insights will provide guidance with real-life application and requirements to match her technical expertise.

Tomina is responsible for advertising and social media campaigns while Cheryl oversees the sourcing of fabrics and components, production and shipping. Marketing plans are a combined effort.

Getting the Word Out They’ve been communicating with their audience and potential customers on Facebook and Instagram and are happy with the reception they’ve been receiving.

“We’ve had plenty of excitement and support which is wonderful, and it’s good to know other women are excited about this, because they definitely deserve quality workwear for every day in their job and professional life.”

Rolling D officially launched in early February with their very first piece, the Home Farm Vest, available for purchase.

“It’s amazing that we can sell directly to consumers and make our clothes available to anyone with internet. We hope to make it accessible to everyone,” she said.

For now, they’re concentrating on the Canadian market, but long-term goals include expanding the Rolling D Workwear option to

women across the world. Now that they have opened their virtual doors, clothing is available for purchase on their website rollingdworkwear.com.

“We’re focused on starting up now, but we hope to grow and continue to provide women across Canada with workwear that is high quality and long lasting.”

Soon, agricultural women will have a purchasing option of top-quality, professional, well fitting, durable workwear, made specifically for them. Designed by women who know what they’re talking about and the ability to make it happen.

Photo by Rolling D Workwear

Photo by Rolling D Workwear

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