When Isabella Thrupp began working long hours on a remote Kimberley cattle station, she quickly discovered that conventional women's jeans weren't cut out for the demanding conditions of outback life. This realisation sparked an innovative solution that's now transforming workwear for Australian women in rural areas.
From Station Challenge to Fashion Innovation
Co-managing Leopold Downs, a wagyu breeding property owned by Pardoo Beef Corporation, with her partner Jacob Dunn, Isabella faced 12 to 14-hour days in extreme heat and pervasive red dust. Her everyday jeans consistently failed to meet the physical demands of station work, prompting her to take matters into her own hands.
"I designed Pindan jeans specifically for women working in the heat and dust," Isabella explains. "We're up before sunrise and finish around dark, so easily 12 to 14 hours a day in jeans. That's why I knew they had to be comfortable and practical."
The Perfect Blend of Durability and Comfort
Isabella spent an entire year perfecting her design through rigorous testing. She cut up existing jeans, experimented with different denim types, and sent numerous samples back and forth until she achieved the ideal combination of strength and comfort.
The resulting Prinking in Pindan jeans feature heavier, more durable denim than typical women's workwear, yet incorporate stretch for ease of movement. They sit higher on the waist for practical purposes and are specifically shaped for women's bodies to eliminate gaping and pulling.
"They're tough but flattering - that's what I love most about them," Isabella says. "Perfect for anyone who wants jeans that can handle travel, dust, and long days on the road."
National Recognition and Australian Manufacturing
Isabella's innovation gained significant recognition when she won the WA AgriFutures 2025 Rural Women's Award and was named national runner-up. The award acknowledged her efforts to empower rural women, bridge the gap between country and city life, and champion sustainability.
The $15,000 prize money has enabled an important transition in her business. "They're designed here in Australia by me; originally they were manufactured overseas by a small team I worked closely with," she notes. "But thanks to the support from the AgriFutures Rural Women's Award, I've now been able to move to an Australian company, which is something I'm really proud of."
Isabella is using this opportunity to further develop her product line and explore ways to make Prinking in Pindan more sustainable and accessible, particularly through wholesaling to remote community stores.
The Story Behind the Name
The unique brand name has sentimental origins. "Prinking means to make yourself look nice before going out, and the idea actually came from my grandma," Isabella shares. "She told me how, back in the day, they'd 'prink themselves' in the mirror before heading out, and it just stuck with me."
She felt the term perfectly captured her vision: workwear that lets women feel good about themselves even when covered in pindan dust. The name combines this old-fashioned concept with the distinctive red soil of the Kimberley region.
Overwhelming Response and Future Plans
The market response has been extraordinary, with three releases completely selling out in less than 24 hours each. The jeans come in two styles - Original and Elite - both designed to transition seamlessly from station work to town visits.
Managing the booming business requires dedication, with Isabella describing "long nights packing orders and runs to the Derby or Fitzroy Crossing post office, which is about two hours away." However, she finds the effort worthwhile when receiving positive feedback from customers.
Looking ahead, the next release of Prinking in Pindan jeans is scheduled for January, with denim skirts planned for launch in 2026. Isabella's journey from station worker to award-winning entrepreneur demonstrates how identifying a genuine need can lead to innovative solutions that resonate deeply with their intended audience.
