Outdoor brands you might not know, but you should — Wild Rye.
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Blog Series: 04/11 | Wild Rye
Photo by Emily Sierra
I love quality, well-made products. Working in advertising as a creative, from the giant agencies to the boutiques, has given me a unique perspective. It's not always about the big names you know; sometimes, it's the ones you don't that capture your eye.
Now, stepping away from agency life with Overland Girl, I'm spotlighting the brands that ignite my passion and confidence. With my creative roots and a career that's crossed paths with both the well-known and the obscure, I'm excited to share the brands that stand out—not just for their products but for their stories, commitment, and undeniable spirit. This blog is part of a series where I highlight some of the most unique and inspiring outdoor brands. Let’s dive into the world of these hidden gems, exploring what makes them tick and, perhaps, finding the one that speaks to you. You might already know these brands; if so, that’s great: Mammut, Black Crows, Wild Rye, Stio, Snow Peak, Dragon Alliance, Big Agnes, Mountain Gazette, Wild Sam, HipCamp, Rumpl, and Rovr Coolers.
Today, I’m excited to focus on Wild Rye, a brand dedicated to empowering women in the outdoors through high-performance, stylish, and thoughtfully designed apparel.
Embracing the Wild - The Wild Rye Story.
In outdoor apparel, few names resonate as distinctively with women as Wild Rye. Founded with a rebellious spirit and a lofty objective: to offer uniquely designed, functional outdoor wear exclusively for women, Wild Rye stands out. It's not just about clothing; it's about a commitment to empower women to embrace the outdoors on their terms.
At the heart of Wild Rye's ethos is the belief that women deserve beautiful and rugged gear that supports adventure in all its forms, whether scaling mountains or exploring local trails. With an unwavering commitment to sustainability and community, Wild Rye isn't just making clothes but fostering a movement.
As we delve deeper into what makes Wild Rye a beloved brand among outdoor enthusiasts, we'll explore its origins, mission, and impact on the industry. Join us as we uncover a brand's story, Wild Rye that celebrates and empowers women, ensuring that every outdoor adventure is within reach, big or small.
The Beginnings of a Revolution in Women’s Outdoor Apparel.
Wild Rye was brought to life by Cassie Abel and Katy Hover-Smoot, two women who saw a glaring gap in the outdoor market: the lack of high-quality, aesthetically pleasing, and functionally superior outdoor gear tailored for women. Fueled by their experiences and frustrations within the industry, they set out to create a brand that would not only cater to women's needs but also empower them to explore the outdoors confidently.
Cassie Abel - CEO / Founder / Phot0 by Sofia DeWolfe
With her deep roots in the outdoor industry and a clear vision for change, Cassie Abel combined her expertise with Katy’s innovative design perspective. Together, they launched Wild Rye in Sun Valley, Idaho, inspired by the rugged landscapes surrounding them. Their mission was straightforward yet bold: to redefine women's outdoor wear by focusing on fit, function, and style—elements they felt were often compromised in women’s outdoor apparel available at the time.
Photo by Daylene Wilkins
Wild Rye started with the Freel, a mountain bike short designed to offer comfort, durability, and style, quickly becoming a favorite among female outdoor enthusiasts. This initial success was a testament to the brand's understanding of what women wanted and needed in the outdoors.
Crafting Confidence and Sustainability in Every Stitch.
Wild Rye is passionately dedicated to empowering women through expertly designed outdoor apparel. It aims to instill confidence and nurture a community among outdoor-loving women. Its commitment extends to supporting inclusivity and participation through partnerships with initiatives like SheJumps, enhancing its mission beyond clothing to fostering impactful change.
Additionally, sustainability is central to Wild Rye's philosophy. The company emphasizes eco-friendly materials and practices, like using recycled materials and achieving climate-neutral certification, to ensure its operations protect the natural landscapes it cherishes.
Wild Rye merges these values into every facet of its operations, outfitting women for adventures while advocating for a sustainable and empowered lifestyle.
Designed for Women, by Women.
Wild Rye stands out in the outdoor apparel industry through its dedication to design and functionality specifically tailored for women. Each product line reflects a deep understanding of women’s outdoor needs, combining style, comfort, and technical performance.
The Freel Collection: Named after their debut product, the Freel mountain bike shorts, this collection highlights Wild Rye's focus on quality and fit. These shorts are known for their durability, flattering fit, adjustable waistbands, and unique, hand-drawn patterns. They've set a high standard within Wild Rye's lineup and are a favorite among female mountain bikers for their comfort and style.
The Riley MTB Bike Short: Wild Rye's Riley MTB Bike Shorts are engineered for durability and style, designed specifically for the adventurous woman mountain biker. These shorts feature a lightweight, stretchy fabric that allows for full range of motion while maintaining a sleek, flattering fit. The inclusion of practical design elements like deep pockets and adjustable waistband ensures functionality on the trail. With an aesthetic that blends outdoor functionality with a touch of urban style, the Riley shorts are perfect for those who demand performance without sacrificing style.
Base Layers and Outerwear: Wild Rye's base layers and outerwear are designed to handle diverse weather conditions comfortably and efficiently. Made from sustainable materials like recycled nylon and high-quality wool, these pieces regulate temperature, manage moisture, and provide essential mobility, making them indispensable for outdoor adventures.
Building Bonds Beyond Apparel.
Wild Rye's influence extends beyond creating outdoor apparel; they actively cultivate a community that celebrates and supports women in their outdoor adventures. This dedication to fostering a supportive environment is fundamental to the brand's ethos.
Empowering Community Initiatives
One of Wild Rye's standout initiatives is Women-Led Wednesday—an annual event to support and promote female-led businesses. This event highlights the importance of women's leadership in business and encourages consumers to support these enterprises, strengthening the community's economic foundation. Learn more about Women-Led Wednesday.
Engaging with Customers
Wild Rye values customer feedback and integrates it into its product development process. This customer-centric approach ensures that its apparel meets and exceeds users' expectations. The brand has a strong presence on social media and at various outdoor events, which allows it to maintain a close relationship with its customer base, gathering insights and stories that drive continuous improvement.
Conclusion: Wild Rye - More Than Just Outdoor Apparel.
Wild Rye is a beacon in the outdoor industry for its innovative, high-quality apparel and unwavering commitment to empowering women. By designing gear tailored explicitly for women, Wild Rye ensures every woman feels confident and supported in her outdoor adventures. Their dedication goes beyond apparel, as they actively engage with and contribute to the outdoor community through initiatives like Women-Led Wednesday and by fostering a platform for open dialogue and feedback.
As Wild Rye continues to grow and evolve, it remains committed to its core values of sustainability, community, and empowerment. Wild Rye is an exemplary choice for those who seek to explore the outdoors and support a brand that champions women's advancement and environmental stewardship. Through innovative design, ethical practices, and a supportive community, Wild Rye isn’t just outfitting adventurers—it’s inspiring a movement.
