Have you heard of Women-Led Wednesday? Much like Small-Business Saturday, it’s an annual holiday that encourages people to shop from and support women-led brands. Check out their website for more information and a directory of some awesome women-led brands.
This year, we would like to highlight some of our favorite brands that focus on gear specifically tailored to the needs of outdoor-loving women and children. As the outdoor industry is slowly becoming more inclusive for all, these companies are breaking down barriers and pushing the industry toward more comfortable, sustainable, and practical gear options for traditionally underrepresented groups. Let’s support and celebrate these and other women-led businesses this Women-Led Wednesday… and every other day of the year.
Sunny Cubs
Sunny Cubs exists to solve a real everyday problem when spending time outside - Sun Protection. They are helping families keep their little ones protected from harmful UV rays while spending time outdoors. Their founder, Jessica, started Sunny Cubs after her husband was diagnosed with melanoma just weeks after their first child was born. This motivated them to take sun protection seriously from the start, especially after realizing how limited the available gear was that actually kept babies covered and comfortable.
Sunny Cubs launched in 2025 as a women-led, U.S.-based brand offering UPF 50 sun gear designed for real adventure. Gear offerings include the Baby Adventure Sun Suit, a full-coverage suit that even protects the hands in every size, and the Toddler Sun Hoodie for families with older kids. Both feature the signature bear cub ears and are made from a chemical-free fabric that is ultra-soft, breathable, and cooling with a naturally smooth, comfortable feel. It’s the kind of fabric magic that lets little ones move freely all day long while staying protected.
Kula Cloth
The Kula Pee Cloth has become an essential piece of gear for hikers and backpackers, and for good reason. This handy piece of gear was invented by Anastasia Allison, a women’s backpacking instructor, to provide a more sanitary option for those potty breaks in the woods while also reducing waste (no more piles of toilet paper in the woods!).
The mission of the team at Kula Cloth is to empower people to recreate responsibly and confidently in the outdoors by providing sustainable, innovative hygiene gear while also sparking joy, creativity, and connection (have you seen their gorgeous designs?!). They believe that something as simple as going to the bathroom outside should be safe, sanitary, and stigma-free. Check out our online shop for various gorgeous Kula Cloth options.
Town Hall
Town Hall Outdoor Co., co-founded by Robin Hall, is a B Corp Certified outdoor apparel brand that provides purpose-built, durable gear for adventurous kids and their families. Their mission is to help every kid Love Outside — because time outdoors builds healthier humans, stronger communities, and a better future for the planet. They believe in People + Planet + Place, and Town Hall’s ‘place’ is Steamboat Springs, Colorado, where getting your gear dirty is a badge of honor and community is everything. You can find high-quality mid-layers and waterproof outer layers (such as the awesome Mountain Town Winter Jacket) from Town Hall in our online shop.
Tough Cutie
Here is a company that was created by women for women in motion. Their founder, Brittany Coleman, strives to design high-quality women’s outdoor and lifestyle products with a purposeful and impactful approach. She also braved those blinding lights of the Shark Tank stage to pitch her seriously awesome socks for women (just ask our founder, Tavis… that stage is no walk in the park!). You can find her high-quality, extremely comfortable, and sustainably-made socks at various retailers across the U.S.A..
Hootie Hoo
Who better to create quality outdoor gear for children than a mother and outdoor industry veteran? Claire, the founder of Hootie Hoo, took matters into her own hands when she discovered that the outdoor gear for kids was sorely lacking in quality. Her mission is to make it easier for families to spend more time outdoors, knowing their kids are safe and happy while they explore, whether it’s in the middle of winter or a hot summer day.
At Hootie Hoo, they are passionate about designing durable, sustainable, and thoughtfully crafted apparel that not only looks good but also functions well. They want to help children develop resilience and a deep love for nature, while also making sure their products are made responsibly and sustainably. You can find various products from Hootie Hoo for all seasons in our online shop.
Looking for more women-led brands to support? Check out our Women-Led Wednesday posts from previous years for other incredible women-owned outdoor brands. Also, check out the Women-Led Wednesday website for an extensive list of women-led brands helping to revolutionize the industry and make it easier for everyone to reap the benefits of exploring the outdoors.
