Duncan St Baker has spent his career understanding what tradies do and don’t like when it comes to workwear.
He’s worked for WorkWear Group (KingGee and Hard Yakka) as well as helped get a foothold Down Under for Caterpillar Workwear.
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“I’ve been in the game for a long time, and I got to the point where I had a big enough of an idea where I could quit my job and have,” he said.
“I’ve always had a passion to start my own brand.”
It was at this point three years ago that Anthem Workwear was born.
Running with it
In the modern era of tradie lifestyle, one thing is abundantly clear – they love a good gym sesh.
“I’ve seen this change in behaviour of tradespeople in the last decade where they’re very tuned into physical and mental health,” Duncan said.
“Fashion’s found itself creeping into workwear, and I saw an opportunity. A lot of the other workwear brands were focussing on products a tradie could wear on the worksite then wear on the weekend or to the pub etc.
“But there’s a massive explosion in athleisure as well … I saw a gap in the market that delivers to that market – a tradie – that they could wear during training right through to the worksite.
“They’re up early and rocking up to work by about 6-7am and hitting the gym beforehand.”
With his sell locked and loaded, Duncan was ready to take on the world.
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There was only one problem – due to COVID he wasn’t even allowed to leave his suburb.
“I launched this brand and the first selling period I couldn’t leave my 5km radius,” Duncan said.
“I would employ couriers and friends interstate, I’d ship them the garments – I’d set up an appointment and they’d put things on a rack and I’d join via Zoom and present them.
“COVID in itself was a huge challenge, and apparel is such a touch and feel product.” Global pandemics aside, starting a clothing business from scratch presented a mountain unto itself for Duncan to climb.
“You get that self-doubt about whether you can actually do it or not,”
he said.
“When you’re funding so much of it yourself as well … it makes a major impact on your finances.
“I basically didn’t pay myself for 12 months – it was a major challenge.”
Fit and ready
However, three years later, Duncan and his team at Anthem are thriving.
Anthem Workwear was recently named a member of the EWIT (Empowered Women in Trades) Alliance.
Duncan said from the get-go Anthem has been striving to equip women tradies with the workwear they need for comfort on and off the tools.
“We spend a lot of time speaking to women in trades to learn what they like and don’t like about products they’ve tried,”
he added.
“The range we’ve put together to make people feel comfortable and confident at work and I think for women that’s at the forefront when they head into this workspace.”