FOR IMMEDIATE RELEASE
Dovetail Workwear Names Sara DeLuca Chief Executive Officer
Promotion marks the brand's first CEO and puts its co-founder at the helm of the company she helped build
PORTLAND, Ore. - October 21, 2026 — Dovetail Workwear, the largest workwear brand made exclusively by, for, and with women, today announced that co-founder Sara DeLuca has been promoted to Chief Executive Officer. The appointment fills the company's first-ever CEO role and recognizes DeLuca's leadership as a co-founder and her track record as Vice President of Product Design and Development.
DeLuca co-founded Dovetail Workwear in 2018 with the mission of building durable, well-fitting workwear for women in trades and outdoor industries long underserved by a men's-first market. As VP of Product Design and Development, she led development of the brand's signature women's fit system; created product technologies built around the needs of working women, including HOTSWAP® thermal workwear and COOLSWAP™ cooling workwear; spearheaded the brand's collaboration with John Deere; and built a wear-testing platform that gathers feedback from thousands of women in the trades to continually refine Dovetail's product line.
“When we started Dovetail, we made a promise to our customers that we would make the best workwear possible, we'd listen to them, and we'd support them in carving out a place for themselves in whatever endeavor they had taken on,” Deluca said. “I'm proud of what we have built and we'll continue to uphold that promise.”
The promotion comes at a pivotal moment for Dovetail Workwear as the company expands into new categories and grows its base of retail partners. Putting a founder with deep product and operational expertise, and a firsthand understanding of the brand's mission, at the helm positions Dovetail well for its next phase of growth.
About Dovetail Workwear
Founded in 2018 and based in the Pacific Northwest, Dovetail Workwear is the largest workwear brand made exclusively by, for, and with women. From skilled tradeswomen to backyard gardeners, Dovetail Workwear makes all-season, all-reason utility apparel that performs and protects without compromising form or function. Made with eco-conscious fabrics and ethical sourcing and manufacturing, and offered in inclusive sizing, Dovetail Workwear is sold online and in over 500 retail locations across North America.