Jun 17, 2003/ FW/ --- When we think of clothes, the first that comes to mind is "Will I look good in it?"

It might be hard for the fashionista set to believe this, but there is actually a segment in the apparel industry wherein safety and comfort comes first before 'style and look' in the design of the clothes.

Such is the case at Skillers Workwear, where safety, function, comfort and style, literally in that order, is the main concern for their apparel line meant for skilled professional electricians, plumbers, carpenters and construction and building contractors.

"But that is not fashion! It's work gear!" as some of you will say.

Think again! the 'boiler suits' which were so popular last spring had that utilitarion look, it was easy to see that Luella Bartley and Marc Jacobs were inspired by the blue collar workers who are Skiller Workwear's target market.

Skillers Workwear is the brainchild of Matti Viio, who, out of necessity designed this line of clothes. Working as a professional electrician in Sweden in 1972, he "got mad as hell" at the shortcomings of traditional work wear so he decided to design his own!

From 1959 to 1972 Matti Viio worked as an electrician. Technologically a great deal happened during those years -- materials and tools evolved, as did working methods.

But one thing never changed: work clothing. They remained the same as in the mid-nineteenth century.

Matti felt that they might have been fine in those days, but more than one hundred years of progress had changed work demands.

It was clear to him that work clothes failed to fill modern requirements concerning function, comfort and design. He suggested changes to many manufactures but none of them showed any interest in the workers real needs.

In the end, Matti got "mad as hell," went home and designed his own clothes as a protest against the established work clothing industry.

He wanted to show that workers have pride and know-how, and demand the same respect as all other groups in society.

Matti presented his designs to clothing makers, but, was turned downed by everyone he approached.

After many attempts, Matti found a small manufacturer willing to produce his first design.

Other contractors who saw Matti wearing these garments on the job wanted the work wear for themselves. Matti complied and for years literally sold his own work wear designs out of the trunk of his car -- in addition to working his day job as an electrician.

Always improving his designs based on his conversations with and the requests of on-the-job contractors, Matti's sales grew. His promise was this: to provide quality work clothes tailored to suit the specific needs of individual tradesmen -- at a reasonable price.

Nearly 30 years later, Skillers Workwear -- known as Snickers in Europe where it is the market leader (Snickers is similar to the Swedish word for "carpenter") -- is worn by hundreds of thousands of people around the world in almost every trade imaginable.

Known for focusing on 'Protection and Safety' first, the design of Skillers addresses the physical strain of carrying tools, and stress from demanding and repetitive actions.

Good example is the "insert & forget" kneepads which are lightweight, flexible, anatomical, and breathable.

Because the pad fits into the pants workers do not have to continually take the pad on and off, or worry about awkward, uncomfortable straps.

The Skillers work wear system also replaces traditional tool belts with the ingeniously designed "tool vests" and provides the worker with an interchangeable winter range for cold climates.

The whole is designed to be functional, comfortable and durable, which are the needs of of contractors and professional tradesmen after safety and protection.

For more informatio about Skillers Workwear, please log on: www.skillers.com.