Xena Workwear

Xena Workwear is a Milwaukee-based, women-owned American workwear brand focused on safety footwear designed specifically for women. Its core proposition is to combine workplace protection with a more contemporary and feminine product aesthetic than conventional industrial footwear, particularly for women working in manufacturing, construction, engineering, trades, and other traditionally male-dominated industries. The company was founded by Anastasia (Ana) Kraft, who developed the idea in 2017 while working as a project manager in the manufacturing sector. Her experience exposed a market gap: many women entering industrial and technical workplaces had limited choices in safety shoes that addressed both fit and personal style. Xena's principal products are steel-toe work shoes and safety footwear intended for industrial environments. The company's first ASTM-certified product, the Gravity steel-toe safety shoe, launched in May 2019. The brand's products are designed around women's sizing and styling requirements while retaining the protective characteristics expected in regulated workplace footwear. Xena has also stated that it uses Leather Working Group-certified leather in its products, linking the brand's materials strategy to recognized leather-production standards. The company gained early visibility through startup and industry networks. In 2019, Xena Workwear was accepted into gBETA, an accelerator operated by Madison-based gener8tor. Soon after the launch of its first certified product, it closed a $750,000 seed financing round led by Chicago-based Starting Line. The financing supported the development and commercialization of a specialized women’s safety-footwear business, although detailed ownership, revenue, and subsequent financing information is not established in the available reference material. Beyond product development, Xena positions itself as part of a broader effort to increase women's participation in trades, manufacturing, engineering, STEM, and construction. It has been identified as an official partner and sponsor of the National Association of Women in Construction and Women in Manufacturing. It has also worked with organizations including Reinvented Magazine, Beauty and the Bolt, and Her STEM Story, all of which promote more inclusive perceptions of women in technical and industrial careers. The Society of Women Engineers' FY20 president endorsed the company in 2019. The brand received coverage in trade and business publications including Metalforming Magazine, Quartz, Chemical & Engineering News, and Steel Times International. Wisconsin Inno also named it among Wisconsin startups to watch in 2020. Xena Workwear's market identity is therefore built around specialized women's protective footwear, workplace inclusion, and the proposition that safety equipment for women can be functional, compliant, and visually distinctive. The available material does not establish a broader corporate group, public listing, current executive roster, or complete product catalog.

Xena Workwear emerged from its founder's experience in the manufacturing industry. In 2017, Anastasia (Ana) Kraft, then working as a project manager, identified an opportunity to create workwear and protective footwear made with women in mind. The concept addressed both practical and cultural shortcomings in the industrial-safety market: women increasingly worked in manufacturing, construction, engineering, and skilled trades, but safety footwear was often developed around traditionally male sizing, silhouettes, and visual language. The company developed a brand centered on women's work shoes and safety footwear rather than attempting to serve the entire industrial-apparel market. Its products were intended to retain the protective qualities required in industrial environments while offering a more polished and style-conscious appearance. This specialization became the basis of Xena's market differentiation. The company also described the use of Leather Working Group-certified leather, connecting its product construction with an external leather-sourcing and production standard. A significant early development occurred in 2019, when Xena Workwear was accepted into gBETA, an accelerator run by Madison-based gener8tor. Accelerator participation placed the young company within a regional startup ecosystem and provided a platform for business development and visibility. In May of the same year, Xena launched the Gravity steel-toe safety shoe, its first ASTM-certified product. Certification was an important commercial milestone because it signaled that the brand was pursuing footwear suitable for workplaces where protective-toe standards are required, rather than merely producing fashion-oriented boots. Shortly after the Gravity launch, Xena closed a $750,000 seed financing round led by Chicago-based Starting Line. The round represented an early institutional financing event for the company and provided capital during the transition from concept and product development into commercialization. The available reference material does not document later financing rounds, revenue, profitability, ownership changes, or the precise allocation of the funds. Xena's development has also been tied to advocacy and professional networks supporting women in technical fields. The company became an official partner and sponsor of the National Association of Women in Construction and Women in Manufacturing. It additionally partnered with Reinvented Magazine, Beauty and the Bolt, and Her STEM Story. These relationships supported a broader message that femininity and technical competence are compatible and that women should have greater access to careers in engineering, manufacturing, construction, STEM, and the trades. In 2019, the company received an endorsement from the Society of Women Engineers' FY20 president. The brand gained editorial exposure in specialist and general business media. Publications associated with its coverage included Metalforming Magazine in January 2020, Quartz in February 2020, Chemical & Engineering News in April 2020, and Steel Times International in May 2020. Wisconsin Inno subsequently listed Xena among the top 20 Wisconsin startups to watch in 2020. These appearances reflected interest in both the commercial opportunity of women-focused industrial products and the company's inclusion-oriented mission. The documented history ends with Xena Workwear operating as a specialized American safety-footwear brand. Available sources do not establish its current product breadth, geographic distribution beyond the United States, leadership beyond its founder, parent company, or present financial condition. Its historical identity is nevertheless clear: a Milwaukee-based venture created to improve the fit, appearance, and representation of protective work footwear for women in non-traditional and industrial occupations.

• 2020

  Named a Wisconsin startup to watch

  [1]Xena Workwearen.wikipedia.org

  Wisconsin Inno included Xena Workwear among its top 20 Wisconsin startups to watch.

• 2019

  Accepted into the gBETA accelerator

  [1]Xena Workwearen.wikipedia.org

  Xena Workwear joined gBETA, an accelerator operated by gener8tor in Wisconsin.

• 2019

  Gravity safety shoe launched

  [1]Xena Workwearen.wikipedia.org

  The company launched the Gravity, its first ASTM-certified steel-toe safety shoe, in May 2019.

• 2019

  Seed financing completed

  [1]Xena Workwearen.wikipedia.org

  Xena Workwear closed a $750,000 seed round led by Starting Line after its initial product launch.

• 2017

  Workwear concept developed

  [1]Xena Workwearen.wikipedia.org

  Founder Ana Kraft conceived a women-focused workwear company while working as a project manager in manufacturing.

Stylish, women-specific protective workwear for women in industrial, construction, manufacturing, engineering, STEM, and skilled-trade workplaces.

• ASTM-certified steel-toe safety shoe · 2019

  Gravity

  Gravity was Xena Workwear's first documented product and launched in May 2019. It is a steel-toe safety shoe designed specifically for women working in industrial and technical environments. The model established the brand's central product proposition: combining workplace protection and ASTM certification with a more style-conscious women's design. Available reference material does not provide a complete specification sheet, price, color range, or current availability.

• Protective work footwear

  Women's safety footwear

  Xena Workwear's broader product focus is women's protective footwear for manufacturing, construction, engineering, trades, and other non-traditional industries. The range is described as including stylish steel-toe shoes and safety shoes, with products using Leather Working Group-certified leather. The available sources do not identify all individual models or confirm which products remain in production.

• 2019Women in construction and manufacturing partnerships

  United States

  Xena Workwear partnered with and sponsored the National Association of Women in Construction and Women in Manufacturing, aligning the brand with efforts to expand women's participation in industrial careers.

  Outcome. The partnerships strengthened the brand's association with workplace inclusion and women entering construction, manufacturing, and related trades.

  Source
• 2019Women in STEM and engineering advocacy partnerships

  United States

  The company worked with Reinvented Magazine, Beauty and the Bolt, and Her STEM Story to support more positive perceptions of women in STEM, engineering, and technical careers.

  Outcome. The initiative extended Xena's positioning beyond footwear into representation and career encouragement for women in technical fields.

  Source
• 2019Society of Women Engineers endorsement

  United States

  Xena Workwear received an endorsement from the Society of Women Engineers' FY20 president.

  Outcome. The endorsement provided professional-community validation for the brand's women-in-engineering and women-in-workwear message.

  Source

• 2019

  Launch of the Gravity ASTM-certified safety shoeProduct launch

  Background

  Xena Workwear needed a commercially viable product that could serve women in workplaces requiring protective footwear.

  Action taken

  The company launched the Gravity steel-toe safety shoe in May 2019 as its first documented ASTM-certified product.

  Aftermath

  The launch was followed shortly by a $750,000 seed financing round and increased industry visibility.

  Source

• 2019

  Focus on women in non-traditional industriesStrategy

  Background

  Women working in manufacturing, construction, engineering, and trades were an underserved audience in conventional safety-footwear design.

  Action taken

  Xena concentrated its design and brand communication on women's work shoes and safety footwear rather than general-purpose footwear.

  Aftermath

  The specialization became the foundation of the company's market positioning and partnership strategy.

  Source

• 2019

  Seed financing roundOther

  Background

  Following the launch of its first certified product, the company raised early institutional capital to support its development and commercialization.

  Action taken

  Xena Workwear closed a $750,000 seed round led by Starting Line.

  Aftermath

  The financing marked an early expansion milestone; subsequent financial outcomes are not documented in the available material.

  Seed financing. 750000 USD (2019)

  Source

1. 1Xena Workwearen.wikipedia.org