Women don’t stop being themselves when they pick up a drill, paintbrush or power tool, but their clothes have always acted like they should. Built for men or built for show, nothing was built for the real work women do. Britches changes that with overalls designed for movement, comfort and identit

Women in the UK are taking on more hands-on work than ever, but the clothing industry hasn’t kept up. Recent research shows that almost half of women in the UK now take on more DIY tasks than men in the home (Wickes). Yet despite doing the work, women still feel less equipped, with only 47% of women feeling “generally capable” at DIY compared with 62% of men (YouGov). Women also are statistically more likely to juggle more requirements and jobs in their day including but not limited to household chores, life admin and childrearing tasks (University of Bath). Add to that the fact that women make up less than 2% of electricians, less than 1% of gas engineers and a tiny fraction of skilled trades professionals (BBC), and the story becomes clear: women have always been capable, they’ve simply been underserved.

Britches enters the market to tackle that gap head-on.

Founded by marketer-turned-DIYer and mum, Emma Earley-Bailey, the creator behind @pagesofemma social media channels, Britches was created after one too many ruined outfits, one too many borrowed shirts, and one too garments wastefully discarded to the “painting clothes” pile. The result is the brand’s flagship design: the Tilly Britch overall, made with 250gsm drill cotton, fully lined in soft cotton, with oversized pockets, embroidery, scalloped edges, adjustable straps and an elasticated waist. Built for comfort, made for movement, and designed with personality.

Women aren’t one thing. They build, fix, create, parent, and graft. Women don’t switch identities every time they pick up a paintbrush or a screwdriver or a child. And their clothes shouldn’t either. Britches is workwear that understands that juggle.

Beyond the product, Britches is building the Britches clan, a growing social community of women who are tired of compromising between practicality and feeling like themselves. The brand’s launch champions women who create homes, lead projects, build ideas and make things happen - whether they’re DIYers, crafters, cleaners, home renovators, childcare multitaskers or skilled creatives.

Following an overwhelmingly successful pilot launch in August, where every standard size sold out, Britches formally launched in December 2025 with increased stock volumes and a wider range of colours to reflect the many moods, preferences and personalities of real women. Each pair is available in sizes 4 to 24, making Britches a truly inclusive brand built for bodies that move, bend, build and get on with life. Every pair is designed to shift from one task to the next without the wearer having to stop, outfit-change or sacrifice comfort.

Britches is not a fashion trend. It’s the start of a shift. Workwear that reflects the real work women do. Clothes that let women take up space, get stuck in and stay themselves while doing it.

Available exclusively at www.britches.co.uk with the first ever customer pop-up at The Ideal home Show in April 2026.

Tilly Britch 100% Cotton Overalls - £139

Iris 100% Cotton Oversized Sweater - £55

Lucy 100% Cotton Longline T-shirt - £32

High resolution imagery of the Britches collection is available on request.

Press enquiries:
hello@britches.co.uk
www.britches.co.uk
Instagram: @mybritches

Tiktok: @mybritches

High resolution imagery available.