Lumberjack Ladies and Woodworker Women Feature in Duluth Trading Company Ads

To promote its women’s line of ‘highly capable’ clothing to the highly capable women who inspire it, Duluth Trading Company is launching an integrated brand campaign celebrating the multi-talented maverick women who truly do it all, and do it wearing Duluth. With women’s currently outpacing the growth of other segments of Duluth’s business, at 37% year-over-year growth and more than $100 million in revenue, it seems those women are wearing it well. And now, with sizes ranging from XS to 3X, highly capable women’s clothing is available for all.

From gardeners, to biologists, to farmers, to brewers, to adventurers, Duluth’s new brand campaign, created by longtime agency of record Planet Propaganda, tips its hat to the women who wear many. The campaign comes to life through a series of 30- and 15-second videos running online across HGTV properties and paid social, along with a robust OOH and digital push. While Duluth seasonally advertises its women’s clothing through product-specific initiatives, this effort stands out as a truly integrated brand campaign promoting the 'highly capable' women’s offering across many categories. 

Emily Steele, account director, Planet Propaganda, said: “We and Duluth are excited to be building a campaign around the idea of Highly Capable. It’s a principle that’s driven their women’s business from the start. High capability obviously isn’t just about the clothes, but also the real women who wear them – the ones who approach life on their own terms and aren't defined by their size or the expectations of others. From pottery, to midwifery, to truck driving, to palaeontology, the pursuits of these highly capable Duluth women deserve to be celebrated. This campaign was developed for that exact purpose."