For decades, women have been subjected to wearing outdoor apparel primarily marketed and designed for men. 

Despite being the fastest-growing demographic in the outdoor hunting and fishing population for more than a decade, the outdoor apparel industry has predominantly catered to men, leaving female adventurers with limited and often ill-fitting options. 

Breaking through this male-dominated landscape, a revolution is taking place, led by a company dedicated to providing outdoor apparel specifically tailored for women. 

Founded in 2010, DSG Outerwear is committed to Doing Something Great for women by reshaping the narrative of their outdoor clothing.

The genesis and evolution of the brand

The beginning started in the snow of Madison, Wisconsin. 

Wendy Gavinski and her husband Travis had always been an outdoorsy family. Like most northerners, they spent much time on the slopes on skis or snowmobiles, and soon became frustrated by the few options Wendy had in her wardrobe. While there were some big companies that made outdoor women's apparel, few made clothes with a true feminine fit. 

Determined to address this void in the market, Wendy and Travis set out to create a snow apparel line exclusively for female riders in 2010 with the birth of DSG Outerwear. 

The start was challenging. They soon found that crafting technical snow apparel required a deep understanding of the intricacies of fabrics, facing them with a huge learning curve. There was also the risk of starting a business for women, who even today only make up 12% of the riding demographic. But they were committed to the company’s vision, and their relentlessness set them up for success. 

The foundational work for the snow apparel line set the stage for a future transition into the hunting sector, with the release of DSG's first hunting line in 2017.

After many requests for ice-fishing suits, base layers and gloves, DSG launched an ice-fishing line in 2019 and expanded to open-water apparel in 2020. The latest introduction was the heated apparel line in 2021.

“I wanted DSG Outerwear to be known for ‘everything for women.’ Gear specifically being designed by women for women,” said Gavinski.

Founder and CEO Wendy Gavinski with her whitetail harvest wearing DSG apparel in 2018. Photo courtesy of DSG Outerwear

Vision behind the brand

When asked what she wanted people to know about DSG Outerwear, Gavinski said, "We put thought into the details." 

DSG offers a generous size range from XXS-5XL, and they use human fit models for every size. Once a product has been created, models are brought in for fitting. The brand focuses on both how the garment looks and how it performs, and testers are often sent out to pro staff members before launching to ensure the effectiveness of each product. 

“We also take into consideration customer feedback and requests,” said Gavinski. Each line has its own pro staff team made up of women who are active in the outdoors and at the top for their craft. These teams are important because the women provide direct feedback to the brand designers. 

“One of the biggest examples of taking feedback and putting it into product incorporation is the drop-seat function on our bibs.” The full-length drop seat was designed to offer women quick accessibility when nature calls. Additionally, DSG holds both Realtree and Mossy Oak Camo licenses, enabling them to offer a range of camo patterns and color options. 

Wendy Gavinski at the DSG design table reviewing fabrics. Photo courtesy of DSG Outerwear

Meeting some key figures

With remarkable ties to the outdoor industry, Rachelle Hedrick stands at the grassroots of DSG Outerwear's Hunt Team development. Now the Hunt Team manager at DSG, Hedrick’s passion for the outdoors was ingrained at an early age in the serene mountains of Pennsylvania. 

"I had the freedom of a barefoot childhood, surrounded by nature's beauty," she said. Her deep-rooted connection with the outdoors propelled her to become a female figure in the outdoor industry and eventually part of DSG Outerwear’s evolution.

DSG Hunt Team Manager Rachelle Hedrick. Photo courtesy of DSG Outerwear.

"When DSG ventured into launching a hunting line, I was fortunate to be part of the initial stages," Hedrick said. 

Before joining the team, she was searching for women's hunting apparel when she came across an ad stating, "Hunting line coming soon." Excited to learn about a new women's hunting line, she reached out, and has been a member of the DSG team ever since. 

While she mainly leads the DSG Hunt Team, Hedrick is also involved with pro staff team management where she has built brand awareness through graphic design as well as tradeshow booths. 

Hedrick's vision for the pro staff team extends far beyond mere representation; she meticulously handpicks members, ensuring a bond that transcends the conventional pro staff relationship. 

Hedrick had been on several pro staff teams, and most often there was not a personal connection. “Most of the time staffers are just a number, and there is little to no communication between the company and pro and field staff team members,” she said. She took this as her shot to do it how she envisioned it. 

In creating the team, she seeks authenticity, aiming to showcase real women thriving in the outdoors who embody professionalism and display “clean and classy” social media accounts. 

Under Hedrick's guidance, the DSG Hunt Team has fostered a supportive community that not only excels in outdoor pursuits but also serves as an example for junior teams and other sportswomen. Her commitment to showcasing authentic and diverse outdoor experiences has led DSG Hunt to bring influential figures like Melissa Bachman, Beka Garris, Jennifer Homa, Hannah Barron and Alyssa Hall onto the pro staff team.

Hedrick's unwavering dedication has formed a powerhouse of sportswomen who lead by example, portraying a compelling narrative of women thriving and excelling in the great outdoors. These women play a pivotal role in promoting brand awareness by wearing the gear in the elements and giving first-hand testimonies to their capabilities. They also provide valuable feedback, product reviews and future gear requests. 

Founder and CEO Wendy Gavinski, DSG Hunt pro staff Melissa Bachman, and DSG Hunt Team lead Rachelle Hedrick in front of a DSG booth at a tradeshow. Photo courtesy of DSG Outerwear

The creative vision

Heading the design department at DSG Outerwear is Mary Cross, who holds the standards for the team's core objective: to provide women with stylish, functional, and protective garments. 

"We take careful measures to ensure all needs are met in both fit and functionality by offering a super-inclusive size range and by tailoring those garments to specific functional needs," said Cross. 

Cross's inspiration for designing outdoor women's apparel stemmed from her lifelong passion for clothing design. She began her time at DSG as an intern and eventually made her way up to lead designer.

“Clothing design has always been my number one passion. DSG was a unique opportunity for me since they offer garments for niche sports like hunting, fishing, and snowmobiling and they offer them only to women."

Cross explained her unique approach to projects where she infuses her own sense of style while staying true to the market's needs. Her expertise in fabrics, color harmony, garment construction and fashion culture, coupled with a focus on outdoor sports, enables her to create garments that exude confidence for women.

Mary Cross at DSG design table. Photo courtesy of DSG Outerwear

Reflecting on notable projects, Cross also highlighted the development of the drop-seat function. The implementation of this feature across various garments, including monosuits, marked a significant breakthrough in functionality tailored for women.

Testimonials from both men and women prove the impact DSG has had on its customers. Cross shared a story of a husband's gratitude for DSG apparel, which significantly improved his wife's ice-fishing experience. 

"The gentleman called to tell me how happy his wife was when she got a pair of our ice fishing jackets and bib sets for Christmas. He shared how excited she was not to have to wear his hand-me-downs anymore and commented on how good she looked and felt on the ice. His overwhelming gratefulness touched me and is a great encouragement to keep up the hard work," she said. 

Challenges are always an expected part of design projects, and Cross’s response involves a positive attitude and solution-oriented mindset. 

“Even though our sports are rather niche, we outfit women from Florida to Alaska and everything in-between, not to mention the age range of our outfit is broad. So, I take a lot of time and consideration when developing each new line for each category to ensure I'm designing something for everyone, something that can make any woman feel confident wearing," she said.

Cross takes pride in her DSG designs and was especially proud when a celebrity showcased DSG's camo apparel on social media after stumbling across the brand. 

"It was not something I ever expected to see,” said Cross. “Mainly because we didn't supply her with the garments, her stylist somehow found it and picked our camo out of all the camo sets to put her in, and she looked great. For me, that was a cool moment because it just showed how people, even outside the outdoor industry, view our product, and they find it stylish. I love it.”

From idea to execution

For Cross, the creative process starts with developing different collections based on the different sports categories. After sifting through feedback from the team and product reviews from customers, she identifies what needs improvement and then starts the creation of a merchandise plan. 

“Once I get the big picture landed and approved, I get into designing each of those products. I develop new functions, silhouettes, and colors and work on finding the best fabric possible for each piece. Once the initial sketches are finished and the materials are approved, I pass off designs to our tech team, where the idea starts to take shape.” 

After that, her team uses test samples and works on refining the garment until it’s ready to go on the market.

DSG design table. Photo courtesy of DSG Outerwear

Cross attributed her success in the industry to focused determination, continuous learning, and her ability to step out of her comfort zone. 

Looking ahead, Cross envisions continual growth for DSG as they continue to offer more innovative products that expand the brand's recognition. 

Purpose, direction, and goals

DSG Outerwear is set on an upward trajectory of growth. With a steadfast commitment to serving women in a niche market, the company is planning to expand its current collections, introducing new pieces that further cater to the diverse needs of sportswomen. 

Building upon its success, DSG is focused on strengthening its retailer base and fostering new partnerships to reach a broader audience. A recent milestone in expanding the brand's presence was the addition of a storefront in Madison, Wisconsin.

DSG Hunt Team members Rachelle Hedrick, Kaitlin Bowen, Hannah Barron and Jennifer Homa. Photo courtesy of DSG Outerwear

After growing continuously for over a decade DSG Outwear is still on the uphill and has no plan on slowing down. 

When you hear apparel companies say, "designed by women, for women," sometimes the gear is still an afterthought or a small percent of the businesses’ focus. Most outdoor apparel companies concentrate 90% on a male customer base, and 10% is left to women or youth consumers. At DSG Outerwear, 100% of the focus is on women. From tailored fit to purposeful functionality, everything is created for women to get outdoors and Do Something Great.