\usemodule[simplefonts]
\definefontfeature[tlig][default][tlig=yes]
\setmainfont[Whitman Roman][regularfont=whitmanromanlf,boldfont=whitmanboldlf,italicfont=whitmanitaliclf,expansion=quality, protrusion=quality]
\addff{tlig}
\starttext
\char"2013\\
\endash\\
- \\
--
\stoptext