Into The Wyld
The women at Wylder Goods had a big dream: to create the world's first online outdoor-gear retailer for women, bust into an industry overrun by bros, and save the planet. All in four not-so-easy steps.
Step One: Embrace Your Ambition
One night in March 2015, housemates Jainee Dial and Lindsey Elliott were sitting on a leather couch in front of a woodstove in their Northern California home, sipping Bulleit bourbon, eating Mexican food, and hashing out the details of their plan to infiltrate the outdoor industry.
“We need to work with companies striving for social and environmental impact,” Elliott said.
“And we want them to be disruptive,” Dial added. She took a sip of bourbon and rested her glass on the coffee table. Then reality began to sink in.
“Holy shit,” said Dial. “We’re up against giants.”
Last fall, the weekend after Thanksgiving, I decided to go on a canyoneering trip with my brand new roommates- who...