The Dirty Seahorse Workwear Company

The Dirty Seahorse is reimagining workwear for women in trades. Founded in 2020 by Dianne Finnigan and inspired by her daughter Chantel’s experience in masonry school, they discovered that most existing workwear either didn’t exist for women or failed to fit properly, Dianne set out to create something entirely new. By engaging directly with tradeswomen through surveys, interviews, and community collaboration, The Dirty Seahorse has built products designed by women, for women — addressing comfort, safety, and fit in a way the industry had long overlooked.

Our Work Together

I worked closely with Dianne on a wide range of strategic projects between 2022 and 2023: refining the business plan, reviewing the product line suppliers, strengthening day-to-day operations, evaluating partner opportunities with colleges and government stakeholders, and preparing for trade shows. We developed clear, compelling sales messaging and structured approaches to lead management so that every connection could turn into an opportunity.

Beyond the work itself, Dianne and I got along really well; she often said she appreciated my sense of humour, which kept our sessions both productive and enjoyable.

Testimonial from Dianne Finnigan, Founder

"Kevin was an incredible partner to The Dirty Seahorse. His guidance on business planning and sales strategy was absolutely critical in our development — he gave me both clarity and confidence at a time when I needed it most. Just as importantly, Kevin helped me uncover perspectives and aspects of the business I hadn’t considered before. He listens deeply, challenges you to think differently, and makes the entire process feel lighter with his humour and warmth. I’m genuinely grateful for his support and would wholeheartedly recommend him to any entrepreneur looking to move forward with clarity and momentum.”

Visit the Dirty Seahorse Workwear Company website - www.thedirtyseahorse.com/

Follow them on Instagram. https://www.instagram.com/dirty_seahorse/