Dive Brief:

• Denver-based Truewerk, which makes heavy-duty performance-wear for tough job sites, received $100,000 in seed funding for continued design, inventory and manufacturing capital.

• Investors included fourth-generation Nordstrom family member Dan Nordstrom, who is also CEO of Seattle-based sports clothing and equipment company Outdoor Research. Venture capitalist Greg Hanson from Skyline Capital Partners also participated in the round.

• Truewerk CEO and sole employee Brian Ciciora is targeting the constructional vertical, a market he says has been overlooked by companies providing rugged and durable clothing to outdoor sports enthusiasts and the military.

Dive Insight:

A former builder and ski instructor, Ciciora will look to advance construction wear, a sector that has seen little evolution since Carhartt debuted its line of heavy duty clothing for railroad workers in 1889. In particular, Ciciora was influenced by the lightweight, performance-designed ski clothing that contrasted the denim and flannel seen on construction job sites.

That venture capitalists and investors affiliated with marquee brand clothing retailer Nordstrom are fueling a seed round likely signals a market opportunity for construction wear. While the $100,000 investment is small, Truewerk has minimized overhead, sells direct to consumers and uses lower-cost manufacturing in Southeast Asia.

Other companies are likewise exploring enhanced workwear for construction professionals. DeWALT and Milwaukee, for example, offer lines of heated jackets, while heated socks and work gloves are offered by a range of manufactures.