In a Manufacturers Alliance survey, members noted the importance of prioritizing safety as a continual imperative and explored some of the progress in automation and technology that can enhance safety in manufacturing environments. As interesting as the technology advancements are, there will always be a need to focus on the fundamentals, such as proper personal protective equipment (PPE). Nearly all (97%) of manufacturers surveyed have strict PPE protocols. With about 30% of the manufacturing workforce identifying as women, are women’s needs—sizing, comfortability, fit—getting met with the highest standards available? 

Emily Soloby, founder of Juno Jones, recognized the gap in safety footwear and was determined to “create safety boots that she’d actually want to wear.” Since launching, Juno Jones has expanded with new options in safety footwear for both men and women that features all-day comfort and style, and most importantly, protection.

To discover more about the importance of recognizing the safety impact of improper PPE for women and the potential impacts of growing accessibility and products in this market, we connected with Soloby about her vision and journey with Juno Jones.

Q1. Can you share more about your initial experience when you recognized that there was a lack of women’s safety gear, particularly items that weren’t just ‘pink-washed’, and what your reaction was? 

The realization hit me when I was working in the trucking industry, where PPE was essential, and I couldn’t find safety footwear that fit me properly. I kept hearing from women about how ill-fitting or poorly designed their gear was. Instead of being tailored to their needs, it was just men’s gear packaged differently—a superficial approach that didn’t address comfort, safety, or practicality. That frustration became the driving force behind creating Juno Jones Safety Boots. With a background in women’s advocacy as well as shoemaking, I knew I was well poised to take action on the issue. 

"Women deserved better—gear designed from the ground up for their bodies and their jobs. That’s how Juno Jones was born."

Q2. It’s hard to envision the scale of women who were not being served comfortable and safe PPE options. How did you assess your project goals, from immediate solutions to long-term project expansion? 

We took a collaborative approach from the start by engaging directly with women in different industries: transportation, construction, engineering, architecture, manufacturing, the trades, the sciences, real estate, professional kitchens, and more. Back in 2019, we started by sending out a carefully crafted survey which we asked women to share with their colleagues. From there we conducted focus groups, visited workplaces, and met with leaders from trade associations that focused on women in these industries. These conversations and the data we collected helped us to understand the immediate need for properly fitting, ASTM-certified safety boots that prioritize both comfort and functionality. Long-term, we set goals to expand our range of PPE offerings and to advocate for broader inclusivity in industrial safety standards. We have now launched our non-profit organization, The Alliance of Women’s Safety Apparel Manufacturers (AWSAM), with several other women’s PPE brands. Through this initiative we are able to raise awareness, advocate, and create access to properly fitting PPE for women. For Juno Jones, collaboration with industry workers has remained at the heart of our mission, ensuring that we’re addressing real needs rather than just assumptions. We speak with women workers regularly through our Facebook group Hazard Girls, as well as through many other channels.

Q3. From your initial creation period when you collaborated with designers, consultants, and industry experts and then up to launch, where did you pick up steam and become inspired by others seeking change, or discouraged by opposing viewpoints?

The most inspiring moments came from hearing directly from women who had struggled to find safety gear that worked for them. Their stories validated the need for Juno Jones and motivated us to keep working toward our goal. I’ll never forget the filmmaker who told me she entered a construction site, was forced to wear oversized men’s boots, and then struggled to maintain authority as a director because, as she put it, she looked like she was in her “daddy’s safety boots.” I was also inspired by other innovators in the women’s PPE space who were tackling similar problems in other areas. For example, Embher and Seraphina are woman-owned brands making different types of fire-resistant clothing for women. Of course, there were moments of discouragement, particularly when some industry voices dismissed the need for women-specific safety gear. I remember one business pitch where the listener insisted to me that there was no market for safety boots, especially for women’s feet. His wife worked in construction, and I would have loved to have heard her opinion on that! We didn’t let things like this slow us down. Even those challenges reinforced the importance of our mission and fueled our determination to change the narrative.

Q4. Throughout this journey, what does "proper PPE" mean to you? Has your research and advocacy of advancing women’s safety apparel changed the definition for you?

Proper PPE at its core is about fit. Studies prove that women’s bodies are anthropometrically different from men’s bodies on average. Using feet as an example, while some areas of the foot are indeed smaller than men’s on average (narrower heel and ball width) other areas of the foot are actually wider than men’s on average (larger malleolus, wider forefoot). Proportionally, there is too much variation to be able to achieve a female fit simply by making a male shoe smaller. However, this is what many shoe companies still do to "accommodate" women. We see the same thing across PPE, from gloves, to googles, to safety vests, to pants.

"Simply shrinking the men’s items down and calling them 'unisex' is not sufficient for comfort and safety of women. There is really no such thing as 'unisex'."

Together with Amy Roosa and Deila Ray of The Safety Rack and assisted by AWSAM, Juno Jones conducted a social media campaign and survey entitled "My Body My PPE." Over 500 women were surveyed about their experiences with PPE. The report will be available in time for Women in Construction week this March. A few teasers I can provide– appallingly, 70% of women stated that they do not have access to properly fitting PPE in their workplace. Similarly, 66% of women surveyed had encountered situations where a lack of properly fitting PPE actually hindered their ability to perform their jobs.

When we first launched Juno Jones, our main concern, aside from safety, was inclusion. We knew that by not having the properly fitting footwear, women felt out of place in the workplace, and were often forced to wear things that made them look ridiculous, taking away from their authority and legitimacy. As we’ve progressed, we’ve come to see that the idea of inclusion goes beyond helping women. Having PPE that’s made for women’s bodies contributes to attraction of talent and retention in the workplace, which ultimately contributes to a company’s bottom line. So economically, it’s a win for companies in the long run as well.

Q5. Where have you found a community within your space? Have there been any influential mentors or advisors that have given insights and strength?

Building Juno Jones connected me with an incredible community of like-minded individuals and organizations. Before we launched the company, we began the Hazard Girls community, which is a Facebook group and podcast. Through creating a network in that group, as well as through interviewing more than 150 women for the Hazard Girls Podcast, our community grew exponentially. We have had so many generous leaders supporting our mission and our brand, that I’d be remiss to name them for fear of leaving someone out. But I will say that the leadership of organizations such as NAWIC and Women in Trucking have been instrumental in our success. The Women in Safety Excellence (WISE) group, which is a subset of the American Society of Safety Professionals (ASSP), has been a crucial supporter as well. The National Safety Council provided us with a platform and awarded us a Best in Show award, which brought our work to a wider audience. Publications like Footwear News, Footwear Insight, and World Footwear, among many others, have all played a role in getting the word out about our brand. We would not be where we are today without the support of both women and men in these organizations who have believed in our mission.

Q6. Have you encountered any pushback from the predominantly male industries? 

There has been a mix of responses. Some have been incredibly supportive, recognizing the necessity of inclusive PPE for a diverse workforce. Others have been more resistant, questioning whether there’s truly a demand for women-specific safety gear. In those cases, we’ve relied on data and testimonials to show the real-world need. Over time, as awareness grows and more companies prioritize diversity and inclusion, we’ve seen a shift toward greater acceptance and support for our mission.

Q7. How can companies offer stronger support to provide better PPE for all employees based on what you’ve observed/assisted with? 

Companies can better support all employees by making sure PPE is designed for everyone and is not just shrunken down men’s gear. Based on our research, we recommend companies implement gender-specific PPE policies, ask distributors for women-focused brands, and also ask companies to add women-specific brands to their internal vendor list. Companies should not buy into the “unisex” and “pink it and shrink it” approach and instead should choose manufacturers that design PPE based on real women’s measurements. They can work with AWSAM for a list of brands that raise awareness, advocate for change, and improve access to properly fitting safety gear for women.

Q8. What other products would you highlight as a good target to customize for women in industrial jobs?

For manufacturing leaders, the opportunity lies in recognizing gaps in the market and addressing them with thoughtful, innovative solutions. Beyond boots, there’s a significant need for properly fitting gloves, harnesses, and outerwear for women. Customizing these products with the same care and attention to detail as we’ve applied to our boots can make a world of difference in ensuring the safety and comfort of all workers.