Brunt Workwear is expanding its assortment with the launch of its first men’s work jeans.

On Thursday, the Wilmington, Mass.-based direct-to-consumer and wholesale brand debuted the Coady, a jean made with stretch denim, reinforced pockets and extra room in the seat and thighs for comfort.

Jeans were an important but missing piece in Brunt’s workwear offering. Since launching with footwear in 2020, the brand has expanded into work pants and shorts, hoodies, T-shirts and accessories, all designed with the same principles: gear that feels comfortable from day one and is built to withstand the demands of the jobsite.

“Our growth starts with serving our consumer: tradespeople. We launched with a small apparel assortment shortly after we went live in 2020 and have expanded over time because we heard the demand from our consumers,” said Scott Roberts, Brunt Workwear chief merchandising officer.

The same goes for the denim work jeans. Roberts said over half of tradespeople prefer denim jeans for their work pants. “We couldn’t truly serve the modern tradesperson if we weren’t addressing this large part of the market. The Brunt Coady Work Jean fills that gap,” he said. “We want to build a true toe-to-head workwear offering by prioritizing products that have a clear role in our customers’ workday.”

The Coady Work Jean launches in two fits, Athletic Straight and Boot Cut, and two washes, Light Stone and Dark Blue.

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