NEWS - Purnell Launches - GoExpo

For Immediate Release Contact: Irene Williams
August 1, 2012 irene@workwriting.net, (615) 292-0899
Announcing the Launch of Purnell: Workwear for Industrial Athletes
New Brand Unveils “Next Generation Workwear” at Outdoor Retailer Summer Market
SANTA BARBARA, Calif. - Purnell, a new brand of workwear for industrial athletes, has debuted
at the Outdoor Retailer Summer Market in Salt Lake City. Based in Santa Barbara, California,
Purnell manufactures a range of apparel designed and constructed for comfort and performance
in any active work environment.
“Purnell is the next generation of workwear,” states Brita Womack, President.
“We’ve engineered every detail of our clothing lines to be function-driven for
industrial athletes of all types—even those who work in extreme conditions.
Anyone who needs workwear will benefit from our durable, versatile options.”
According to Womack, the company blended design elements of outdoor
performance apparel, such as less bulk, better fit, drop-seam shoulders,
zipper pull cords and harness access points, with essential workwear
features (durability, safety and protection) to achieve superior clothing
solutions. These new garments offer better range of motion, enhanced comfort and integrated
conveniences for tradesmen.
“Some key elements of our garment construction are inspired by clothing we designed for wind
turbine technicians and other professionals working in challenging scenarios requiring climbing
gear,” Womack explains. “Ultimately these advancements resulted in universally-appealing,
functional apparel for anyone who wants more modern, comfortable workwear alternatives.”
The brand’s first line, the Men’s Summer 2013 collection, is currently being shown at the Purnell
booth PV191 at the Outdoor Retailer Summer Market and includes a selection of shirts, pants,
shorts and jackets with athletic fits, made from comfortable, flexible fabrics.
“Purnell represents the point where outdoor performance apparel meets tried-and-true workwear.
That’s why we chose the Outdoor Retailer show as the place to make our brand debut,” Womack
explains. “We’ve innovated clothing solutions for people whose work is the adventure.”
--continued--
Brita Womack

Purnell is a family-run business born of collective experiences in the wind
energy and fashion industries. Womack’s brother-in-law, Brent Dehlsen,
learned firsthand the inadequacies of existing workwear during years climbing
turbines as a wind tech for his family’s wind energy company. After more than
20 years in the industry, Dehlsen approached Womack, an experienced retail
executive, about creating a brand of apparel to answer the needs of wind
techs and others whose jobs require the use of climbing gear in extreme
conditions. Ultimately, they developed the Purnell brand to provide clothing
solutions not only for these niche industries but for anyone wanting a more
modern take on traditional workwear.
Purnell Launches - pg 2
After extensive product development and testing, Purnell and its initial product offerings are ready
for market. The company is prepared to take and fulfill orders for Summer 2013 and beyond.
“...And we’re already at work on new lines for future introductions,” Womack reports.
Full product details and company information may be found online at purnellworkwear.com. Visit
Purnell at Outdoor Retailer Summer Market, Booth PV191.
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Brent Dehlsen

Meet the Team
Brita Womack - President
Brita Womack is a retail executive who’s led marketing, direct-to-consumer
and e-commerce divisions of nationally recognized brands.
Immediately prior to Purnell, Womack served as Director of Internet for Hot
Topic, Inc., a mall and web-based retailer specializing in clothing and
accessories inspired by pop culture and current music. Womack came to
Hot Topic after a 9-year tenure with Genesco, Inc. where she most recently
was V.P. of Marketing, supporting the company’s mall-based retail
concepts: Journeys, Journeys Kids, Shi by Journeys and Underground
Station.
Womack’s early career includes marketing management experience in the healthcare, computer
graphics and Internet software industries. She’s a graduate of San Diego State University with a
B.S. in Telecommunications/Film.
Brent Dehlsen - Director
Brent Dehlsen has spent most of his career in wind technology. In the early
1990s, Dehlsen worked at Zond Corporation in plant operations and
maintenance, commissioning of new facilities, and production assessment for
2,500 wind turbines. In 1997, he founded Dehlsen Associates/Ecomerit
Technologies, an organization currently developing renewable energy
technologies.
Brita Womack
He co-founded Clipper Windpower in 2001 and managed the growth of the Brent Dehlsen
company as COO until 2008. At Clipper, Brent was responsible for leading all
operational activities, including technology development and testing of the Liberty 2.5 MW
turbine, establishment of manufacturing and assembly facilities, development of the supply chain
and manufacturing startup with production and deployment.
Additionally, Dehlsen is Founder and President of Avianda, LLC, engaged in the development and
construction of sustainable residential properties in Mexico utilizing an efficient, panelized building
system.
He received his BA from San Diego State University and his MBA from the University of San
Diego.

http://www.purnellworkwear.com
For Product Information, Images & Samples
Brita Womack, President
bwomack@purnellgear.com
(805) 770-2440
For Media Inquiries
Irene Williams
irene@workwriting.net
(615) 292-0899