Claudia Fox, a former station worker from the Kimberley region, has launched a denim label called CHUTE 9 after struggling to find durable work jeans for women. For nearly a decade, Fox and her female colleagues on cattle stations across Australia lamented the lack of jeans designed for tough agricultural work. She recalled bringing seven pairs of women's jeans to Headingly Station, all of which tore within three months.
Fox's inspiration for the label came after a serious accident in which she was trampled by a cow while jumping a rail into a cattle pen. Hospitalized and later assigned to kitchen duties during recovery, she used the slower pace to develop her idea. "It was definitely a time that pulled me off my tracks and made me slow down and think about which direction I want to go in," she said.
Breaking into the denim industry proved challenging, as Fox had no fashion background. After months of searching for a durable yet comfortable fabric, her sister shared an article about a Melbourne denim expert with decades of experience. Fox met with her and knew immediately that she could bring the vision to life. By manufacturing in Australia, Fox ensured consistent sizing and quality—key demands from women in the industry.
In July 2020, three years after her accident, Fox released the first 120 pairs of CHUTE 9 jeans online. The collection sold out within a month, with customers praising the fit and durability. Subsequent drops have grown to 800 pairs, though Fox continues to pack and ship each order from her home in Dalby, Queensland. "Don't get me wrong—I love it, but some days I just want to go back to buying my jeans in the shop like everyone else," she admitted.
Fox emphasized the inequity in workwear options, noting that men have access to high-quality, functional clothing while women are often left with stretchy, decorative jeans. "I didn't want to pull on jeans like that for the rest of my life and, sure as hell, there are plenty of other girls who don't either," she said.
