Copy
Voice
As the spring 20 lockdown disrupted many facets of our economy, work still needed to get done. As a result, the work wear market for Walls Outdoor surged with many dealers remaining open as essential businesses and the trades remaining open despite the external pandemic situation. A new focus on ecommerce once again emphasized the importance of on-brand product copy, for DTC ecom, dealer-driven ecom and the Amazon channel for our Walls client.
Even with significant economic and logistical headwinds, our product copy, content, segmentation and voice work helped drive a massive 150% increase in DTC ecom growth, cresting the 1M threshold in just the first three quarters of the year. It was a massive spike that far exceeded budget targets and internal expectations, with their ecom channels once again benefiting from our strategy-meets-creative work that blends segmentation, character and feature-benefit language whether their iconic Ditchdigger double-knee work pant or capsule collections rooted in work wear values.
We like plaid as much as the next guy, but in some worlds solid flannel carries more weight. Our strong, silent flannel is built tough for a day on the job-site or a Saturday in the shop, but also cleans up for a meeting at the bank, a walk-through with the homeowner or even Sunday church. The secret to its range is a hidden button down collar that switches from job-site comfortable to formally buttoned-up. On the work side, details such as chest pockets with a pencil slot, full-range gussets, and tough double-needle stitching are in their element just getting projects done.
The Ditchdigger All Season is built for the unsung hero on every crew—the guy who gets the hard work done without complaint, confusion or, lets just say, drama. This twill version of our double-knee original is for that get-it-done guy, but ranges to climates or seasons where Super Duck runs too hot. The build retains our signature Smooth Move™ hidden elastic waistband but sheds bulk with a young-gun tapered leg opening that still fits over work boots. Pound-for-pound toughness stands up to hard, dirty and gritty job-sites—shift after shift—with triple-needle stitching, articulated double knees and a reinforced kick plate.
Plano Insulated Duck Work Coverall
From our fathers to our uncles to our grandfathers, the coverall has long ago proven its utility in the trades. Our Plano takes traditional, timeless function and upgrades with modern craftsmanship for today’s tradesman. Signature ten-ounce Super Duck material sheds shop, field or job site wear while thermally insulating for cold temps with four-ounce poly fill. Fine detailing—such as pass-thru pockets that access stashed phones or lists—don’t waste your time. Available in extended sizing for the Bigs and the Talls among us.
More jacket than shirt (hence the name), the Bandera is the one that should always ride shotgun in your truck—when your dog has to stay home. Stonewashed for a been-there-before look, it’s also plenty tough for shop work, shoveling grain, securing loads or even mechanical troubleshooting in a rough, muddy and slightly screwed spot. Thick-skinned, nine-ounce cotton duck material resists years of wear while a classic buffalo check lining feels at home in any corner of the county, even when circling back past the locals again to find Entry Number 3. A front pocket slot keeps a pen handy for signature confirmation or holds the shades, so you don’t sit on another pair.