UP070: Xena Workwear // stylish steel-toe shoes designed for women

Interview begins: 7:50 Debrief begins: 43:06 Anastasia Kraft is the founder and CEO of Xena Workwear. Xena Workwear is a footwear and soon-to-be apparel company dedicated to designing stylish and safe apparel for women in STEM. Based in Milwuakee, Xena Workwear's first products launched less than a year ago, and since then, they already have impressive supporters and plan to soon expand their apparel to include other items. Originally from Kazhakstan and Germany, Anastasia first realized her business idea while working in project management manufacturing, where she noticed a disconnect between the professionalism of the women in STEM and the safety apparel they had to wear. In today's interview, Anastasia details not only the process of creating a shoe but also her frustration with the inequity between women's and men's safety apparel. We discuss: - Ad: Finding experienced employees for your new business with Integrity Power Search (5:27) - Ad: Business calling and texting anytime, anywhere with Tresta (6:51) - Growing up abroad and moving to America (8:00) - Experience at Caterpillar and consulting (14:49) - Inspiration for Xena Workwear (17:58) - Designing a shoe (20:49) - Decision to start a company (21:58) - Safety apparel standards and certifications (24:20) - Manufacturing process (27:29) - Xena's team (31:23) - Direct-to-consumer vs. b2b strategies (34:19) - Unequal standards in women's vs. men's safety apparel (39:53) Check out Xena Workwear: https://xenaworkwear.com/ Follow upside on Twitter: https://twitter.com/upsidefm Advertise with an upside classified: https://upside.fm/classifieds – This episode is sponsored by Integrity Power Search, the #1 full stack high growth startup recruiting firm between the coasts. They partner with venture capitalists, private equity groups and CEOs to build amazing teams for the world’s most disrupting companies. Learn more about or get in touch with Integrity Power Search: https://upside.fm/integrity – This episode of upside is sponsored by Tresta. Tresta is a mobile app that lets you do business calling and texting from anywhere. With Tresta, you can set up your business phone number, download the app, and start calling and texting UNLIMITED right away. Tresta is the best business phone app on the market, whether you’re a founder or freelancer / just starting your business, or you’re already established. Growing your network and your business is all about communication. You’ve got to be available, no matter where you are. Tresta offers the call management features that empower you to communicate smarter and more efficiently, like auto attendants, call recording, user groups, and more. And you don’t need any special equipment – just the smartphone you’re already using. Tresta is easy to configure, so you can set everything up yourself – all online. It’s just $15 per user per month, with no contract, so start your free 30-day trial today at https://tresta.com/upside