The company has unveiled TradeWear, a new branded collection designed in partnership with Dickies and artist Stephen Bliss. The line takes cues from racing video games and high-contrast automotive graphics, offering hoodies, T-shirts and other gear.
According to NAPA, the goal is to connect with young technicians and students considering the trades. By putting something stylish in their hands, the company hopes to celebrate the industry while building pride in the profession.
For now, there’s a catch. The TradeWear drop does not appear to be available in Canada. That means Canadian techs looking to sport the gear may be out of luck, at least for the time being. Whether the line will cross the border remains an open question.
Yves Racette, director of NAPA / NexDrive program development, said Canadian technicians are very much on the company’s radar. “We are working on a different approach in terms of being able to support promoting our trades and this initiative is one that we are looking for across CANADA in the future,” he said.
Racette also mentioned other Canadian initiatives on the horizon. “We are partnering with associations that are effective in their community like Support Ontario Youth, to start and will be going more national in the next year to support our new generations,” he continued.
Still, the campaign highlights how major industry players are changing the way they reach new talent. Traditional coveralls may never go out of style, but NAPA’s approach signals that the culture of the shop floor is getting a 21st-century refresh.
To check out the clothing line, click here.
