New workwear brand wants to score on the DIY channel

With the SIR Safety System brand, a new supplier of technical workwear and safety shoes has been on the market for just a few weeks. So far, the brand has still been mainly located in specialist retailers, but in future it also wants to be represented in the DIY store sector, SIR has announced.

Founded in the year 1979 by the Sirci family in Assisi (Umbria) in Italy, the company says it achieves annual sales of over EUR 70 mio. With 150 tailors in the family-owned plant in Romania, SIR Safety supplies the European markets. Mainly two-tone workwear collections and large parts of multinorm clothing are produced there with a throughput time of 60 days. A subsidiary in Shanghai coordinates the Asian quality management and logistics there. The headquarters in Assisi are home to the European logistics centre and the development team. All development steps take place in-house. Native speakers are available on site to ensure that processes run smoothly in the European customer care department. SIR Safety System Deutschland GmbH, based in Cologne, takes care of the national markets in Germany, Austria and Switzerland.

The manufacturer offers the retail trade a wide range of professional clothing for tradesmen. In addition to the usual abrasion-resistant knee reinforcements, the Harrison range of trousers is also equipped with robust trouser leg hemlines and a pocket concept aimed at professionals. Although the range is made out of a blended fabric, the supplier highlights that it is very comfortable to wear. The hard-wear collection moves in the hyper-functional trouser segment. New Heavy, which is available in men’s and women’s sizes, can accommodate small parts and tools. The pouch pockets can be attached on one or two sides using Velcro loops, the stretch fabric is designed to ensure a perfect fit. SIR’s safety shoes are equipped with the new Responder cushioning technology. The so-called E-TPU material (expanded thermoplastic polyurethane) is intended to ensure a comfortable return of the landing energy when moving. The company provides presentation stands for the Responder work shoes and the Workwear programme.