Women are everywhere in the outdoor industry, but few occupy owners’ offices at outdoor companies. These six standouts in the surfing, cycling, camping, and hiking sectors buck the trend. All six brands bring fresh products and perspectives to the male-dominated market and demonstrate how gender parity enriches the industry for everyone who recreates outdoors. Shop at the below brands this Women-Led Wednesday.
Wild Rye
Cassie Abel, co-founder and CEO
Cassie Abel, the founder of Wild Rye (Photo: Courtesy Wild Rye)
When her business partner left Wild Rye as a fledgling apparel brand to pursue personal interests, Abel assumed full ownership and squeezed the throttle on company growth and development. A brand that began with a couple of ski and mountain bike pieces expanded into a complete active lifestyle collection, spanning Youth size 8 to Women’s size 24. “Our goal is to bring women beautiful, technical, and well-fitting apparel pieces that inspire confidence and welcome more women into the outdoors,” Abel said. Now a certified B-Corp, Wild Rye achieved Carbon Neutral certification and contributes financial support to various women’s initiatives, including giving $20,000 to Planned Parenthood after the Row vs. Wade reversal and sponsoring women-led ski films and Ladies AllRide cycling camps.
ToughCutie
Brittany Coleman, founder and CEO
Women wearing ToughCutie’s products (Photo: Courtesy ToughCutie)
“I hope to inspire more women and people of color to be confident in getting into ‘outdoorsy things,’” explains Coleman, who hatched the idea for her hiking sock company in 2019 and launched it in 2021. She envisioned a company that practiced inclusivity in ways she hadn’t seen as a business analyst for the apparel and hosiery sectors. So, working primarily with female designers and high-quality domestic yarns, ToughCutie launched Eve, a lightweight hiking sock in three heights. Now, the company is developing offerings for winter sports and runners. “There are so many ways to get outside and we want to play a role in helping our community get there,” Coleman said.
Shredly
Ashley Rankin, founder and owner
A pair of Shredly’s shorts and tank top (Photo: Courtesy Shredly)
When they hit the market in 2012, Rankin’s wildly patterned women’s mountain bike shorts enjoyed instant popularity because they raised the bar on fit and aesthetics. Here were bottoms designed by women for women, with bold graphics that helped riders feel emboldened, too. Now, Shredly produces a full line of mountain bike apparel (including a jumpsuit) for youth and women size 00 to 24. Along the way, Rankin learned that the bigger the challenge, the greater the gratification. “As a female owner of a women’s specific outdoor company,” she says, “I’m now able to appreciate ‘he challenge and approach it as an opportunity.”
Hotline Wetsuits
Brenda Scott Rogers, founder and owner
The Womens UHC 5/4mm Hooded Wetsuit Ultra Hot Combo in black (Photo: Courtesy Hotline Wetsuits)
An elite surfer at a time when few women attempted the sport, Brenda Scott Rogers won the 1978 World Cup at Sunset Beach, Hawaii, then founded Hotline the following year. She began by importing surf booties from Japan, then expanded to producing wetsuits—which Scott Rogers designed for women as well as men. After launching the market’s first women’s-specific wetsuits, Hotline expanded into products for various other water sports, including kids’ gear.
Good-To-Go
Jennifer Scism, co-founder, head chef and CEO
Good-to-go pouches in action (Photo: Courtesy Good-to-Go)
As a professional chef who trained at The French Culinary Institute in Manhattan and defeated Mario Batali on The Food Network’s Iron Chef competition, Jennifer Scism sought the finest ingredients and used sophisticated cooking techniques to dazzle diners at the top-rated restaurant that she ran with her business partner, chef Anita Lo. Her backpacking meals continue that commitment to quality food: Good-To-Go uses real foods, often preserved using methods that Scism pioneers herself, to make yummy camp dinners and breakfasts (such as the brand-new Ranchero Scramble). Next up: Carrot-Ginger Power Bowl and other salads that don’t require boiling water and let hikers enjoy quick, veggie-laden lunches with virtually no prep. Scism credits her strength and success to female collaborators who challenged and nurtured her: “There is no lack of strong women,” said Scism, “And once you create that dynamic group around your shared mission, you each become stronger.”
Carve Designs
Jennifer Hinton and Thayer Sylvester, co-founders
Two women wear Carve Designs suits (Photo: Carve Designs)
While on a surf trip in Mexico, Hinton and Sylvester lamented the lack of board shorts that fit their bodies and handled real-world rigors—and the duo determined to change the scene. Since 2003, the pair has produced sustainably-made apparel for surfing and now, swim and beach lifestyle. Each item is still designed and tested by women, and they strive to support their employees by offering flexible schedules and financial backing for other initiatives, like SheJumps, Brown Girl Surf, and the Send It Foundation.
The post Six Outdoor Brands to Support This Women-Led Wednesday appeared first on Outside Online.
Apparel, Hiking, Hiking and Backpacking, Hiking Gear, Surfing, Women’s Mountain Biking
