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For Second Year In A Row, Women-Led Startup SheFly Apparel Wins Outdoor Retailer Innovation Award

January 19, 2023

Media Contact

Alyssa Gonzalez
SheFly Apparel

Gunnison, Colo

Female-founded outdoor apparel startup SheFly Apparel has won an Outdoor Retailer Innovation award for their Go Free™ Legging coming out later this year. This is the second time SheFly has received the OR Innovation Award after winning last year for their Go There™ Pant. Led by Co-founders Georgia Grace Edwards and Charlotte Massey, SheFly Apparel is a women’s apparel brand on a mission to make the outdoors better for all people by reimagining what’s possible through innovative and inclusive product development. Their Go There™ Pant and Go Free™ Legging feature a patented zipper that allows everyone to ‘answer nature’s call’ and relieve themselves outdoors with comfort and safety.

“Congratulations to the winners and all of the finalists at this year’s Outdoor Retailer Innovation Awards,” said Marisa Nicholson, Outdoor Retailer senior vice president and show director. “These awards are a big celebration of progress and original ideas from across our industry and offers our community an opportunity to recognize all of the work happening to improve the outdoor experience for more people. These innovators are finding sustainable solutions, keeping people connected and safe, and developing new ways to support adventure. It’s this innovation that’s moving our industry forward and that you’ll also discover it first-hand throughout the aisles of Outdoor Retailer.” 

This award was particularly meaningful for the SheFly team, who started attending the Outdoor Retailer show as college students, crashing on couches and volunteering with other companies in order to get free access passes to the event. In more recent years, the SheFly team has worked their way up to showing their products at a shared booth with other small outdoor businesses who work out of the ICELab, a coworking space based in Gunnison, Colorado, where the Moosejaw Mountaineering Outdoor Industry Accelerator is hosted each year.

“We have come a long way since we walked the floor of OR with handwritten business cards and asked other brands to get us passes in exchange for setting up and taking down their booths,” said Charlotte Massey, Co-Founder of SheFly. “This second Innovation Award solidifies our role as problem solvers within the outdoor industry. We started this company from our dorm room floors because we were frustrated that our clothing wasn’t designed with our bodies in mind. We are thrilled to continue investing in product development that actually solves real problems and improves people’s lives in ways that matter.” 

In her acceptance speech, Co-Founder Georgia Grace Edwards emphasized, “If you want to keep seeing innovations that are breaking the status quo, that are solving real problems for real people, that are making the outdoors a more accessible and inclusive place for everyone, then keep supporting startups. This product truly was and is a collaborative effort…Thank you to everyone who has supported us from day 1 — our customers, our community, our manufacturers, our brand and retail partners, our mentors, our investors, our team – so many people have taken a chance on us, and this shows that it’s paying off.” 

This is just the latest win in SheFly’s rapid rise as a leader within the outdoor industry. The primarily D2C brand has been blowing up online through a series of viral TikTok and Instagram videos, including several with views in the tens of millions. This virality translated directly into sales growth and led to a feature in Outside Business Journal.

SheFly has announced the upcoming release of two new products: their Go Free™ Leggings, which won a 2023 Innovation Award, and their Go There™ Shorts, which utilize the same zipper design as their cult favorite Go There™ Pant.

SheFly products are currently available for sale on their website, in most Moosejaw Mountaineering doors, and in select stores across the country.