What Gnara does

Gnara, Inc. (formerly SheFly Apparel) is a women-owned outdoor apparel company founded in 2018 and headquartered in Gunnison, Colorado. The company designs, manufactures, and sells bottoms—primarily pants, shorts, and leggings—built around its patented GoFly® dual-zipper technology, which adds a second zipper extending from the traditional fly to the back of the waistband so users can urinate outdoors without removing clothing, layers, harnesses, or backpacks. Core SKUs include Go There™ Pants ($148), Go There™ Shorts ($118), and Go Free 7/8 Leggings ($128), supplemented by accessories, a Kula Cloth collaboration, and limited-edition apparel and merchandise. Products integrate UPF 50+ sun protection, DWR water-repellent coatings, and 4-way stretch fabrics across inclusive sizing (00-22 / XS-3XL).

Gnara operates a multi-channel go-to-market. The primary engine is direct-to-consumer e-commerce via a Shopify storefront, supported by viral organic content on TikTok (110k+ followers) and Instagram (60k+ followers) and earned media placements in CNN Underscored, Forbes, Women's Health, USA Today, and Good Housekeeping. Wholesale distribution extends reach through Moosejaw Mountaineering, Public Lands, Jackson Hole REI, and Title Nine, plus a Pro Deal program for outdoor professionals. In parallel, Gnara licenses the GoFly® technology to established brands: Burton integrates it into premium Stretch Ski Bib Pants ($398) and LIVSN into Women's Ecotrek Overalls, generating royalty revenue and third-party distribution. The company is entirely founder-owned (Georgia Grace Edwards as CEO, Charlotte Massey as COO, Bianca Gonzalez as co-founder), has not disclosed external institutional funding, and has won multiple Outdoor Retailer Innovation Awards (2022, 2023) and the MassChallenge Diamond Award.

Name

Gnara

Legal name

Gnara, Inc.

Website

https://gnara.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Gnara is a women-owned outdoor apparel company that designs and sells pants, shorts, and leggings featuring patented GoFly® dual-zipper technology enabling outdoor bathroom access without undressing. It serves female outdoor enthusiasts via DTC e-commerce, wholesale retail, and GoFly® licensing deals with Burton and LIVSN.

Ownership category

akta.pro rank

Product category

Women's Outdoor Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industry

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Women's outdoor apparel
• Hiking pants
• Performance leggings
• Outdoor activewear
• Apparel licensing

Headquarters

HQ city

Gunnison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales (DTC E-commerce): Gnara generates primary revenue through direct-to-consumer sales via their Shopify-powered e-commerce website, selling outdoor apparel including pants, shorts, leggings, and accessories at various price points from $5.80 to $398.
2. Licensing - GoFly® Technology: Gnara licenses its patented GoFly® zipper technology to other brands for integration into their products. This includes partnerships with Burton (ski bibs) and LIVSN (overalls), allowing the technology to be embedded in third-party apparel.
3. Wholesale Distribution: Gnara sells products wholesale to retail partners including Moosejaw Mountaineering, Public Lands, Jackson Hole REI, and Title Nine, generating revenue through bulk product orders to brick-and-mortar retailers.
4. Pro Deal Program: Gnara offers a Pro Deal membership program for qualified outdoor professionals, corporate partners, and outdoor industry friends, providing discounted pricing on products for professional use.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels9 records

Core offering

Gnara designs, manufactures, and sells women's outdoor apparel built around its patented GoFly® zipper fly technology, which extends from below the standard fly to the back waistband so users can urinate outdoors without removing clothing or layers. Core products are the Go There™ Pants, Go There™ Shorts, and Go Free 7/8 Leggings, complemented by accessories such as Kula Cloth, hats, merino hiking socks, t-shirts, and patches. Gnara also licenses the GoFly® technology to partner brands including Burton (Ski Bib Pants) and LIVSN (Ecotrek Overalls).

Product overview

Gnara is an outdoor apparel company built around its patented GoFly® zipper technology, which enables users to urinate outdoors without removing clothing or exposing themselves to the elements. The core product portfolio includes the Go There™ Pants, Go There™ Shorts (warm weather adaptation), and Go Free 7/8 Leggings—all featuring the proprietary GoFly zipper. Gnara has established licensing partnerships with LIVSN (Ecotrek Overalls) and Burton (Ski Bib Pants) to integrate GoFly technology into their products. The brand also offers accessories including Kula Cloth, hats, socks, and merchandise. Gnara operates as Gnara Inc., formerly SheFly Apparel, and is entirely women-owned and operated.

Differentiator

Problem solved

Functional benefit

Brands

• GoFly®: Patented zipper fly technology that allows users to relieve themselves outdoors without removing clothing or exposing themselves to elements.
• Go There™
• Go Free™

Products and services

• Go There™ Pants Flagship women's outdoor pants featuring patented GoFly® zipper for outdoor bathroom access without removing clothing; UPF 50+, 4-way stretch, water-repellent, 5 pockets, sizes 00–22. Priced at $148.
• Go There™ Shorts Warm weather outdoor shorts featuring patented GoFly® zipper with 5 large pockets, mid-high waist, DWR coating, breathable mesh pocket, and key loop. Priced at $118.
• Go Free 7/8 Leggings First-ever outdoor compressive activewear legging with patented GoFly® zipper, UPF 50+, 2 phone pockets, recycled poly/spandex wicking blend, high-waisted flatlock-stitched waistband, squat proof. Priced at $128.
• LIVSN X Gnara Ecotrek Overalls Collaboration women's overalls with LIVSN featuring GoFly® pee zipper, made with 70% Blue Ocean® GRS Certified Recycled Nylon; quick-drying, water- and stain-resistant with UPF 50+. Priced at $183.20.
• Burton X Gnara Stretch Ski Bib Pants Premium Burton partnership ski bib pants featuring Gnara's GoFly® zipper; DRYRIDE two-layer stretch shell, waterproof/breathable, 8 functional pockets, mesh-lined thigh vents, Bluesign® approved. Priced at $398.
• Gnara x Kula Cloth Co-branded outdoor bathroom cloth collaboration with Kula Cloth, available in Multicolor Floral, Warm Floral Shroom, and Bandana Blue patterns.
• Pee Outside Merino Crew Hiking Socks Merino wool crew hiking socks (40% Montana merino wool, 35% acrylic, 14% spandex, 11% nylon) featuring Gnara's 'Pee Outside' phrase; made in the USA.
• Pee Outside Dad Hat Casual dad hat featuring Gnara's 'Pee Outside' branding, available in Daffodil and Washed Black colors.
• GoFly® Zipper Technology Licensing Patented dual-zipper technology licensed by Gnara to apparel partners (e.g., Burton, LIVSN) for integration into their product lines; includes commercial IP licensing terms.

Quantifiable outcome

• 573 verified customer reviews with 4.8/5.0 average rating on flagship Go There Pants
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• BurtoncoreOEM/ Whitelabel/ Licensing Partner · 1 February 2025Burton has integrated Gnara's patented GoFly® zipper technology into their Reserve 2L Stretch Bib Pants and Burton Stretch Ski Bib Pants. This is a flagship licensing partnership bringing the technology to Burton's premium ski and snowboard outerwear line. Products feature Burton's best-selling bib technology combined with Gnara's bathroom-access zipper, including 8 functional pockets, DRYRIDE waterproof/breathable fabric, and stretch suspenders.
• LIVSNcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2024LIVSN collaborated with Gnara to feature the GoFly® pee zipper design in their Women's Ecotrek Overalls product. The overalls are made with 70% Blue Ocean® GRS Certified Recycled Nylon and include 5 large pockets, adjustable waist ties, UPF 50+ sun protection, and harness/backpack strap compatibility.
• Kula ClothminorStrategic or Co-development PartnerGnara collaborated with Kula Cloth to create a co-branded outdoor hygiene product featuring Kula's wilderness bathroom cloth with Gnara branding. The collaboration features floral designs and is sold through Gnara's e-commerce store.
• OutpatchminorStrategic or Co-development PartnerGnara partnered with Outpatch (a women-, veteran-, LGBTQIA+-owned company in Denver) to create limited edition 'Toxic Feminist Propaganda' stick-on patches. Products are made in small batches from 100% recycled plastic water bottle thread and ship locally from Outpatch.
• Rugged ThreadminorImplementation/ SI/ Consulting PartnerGnara refers customers with products damaged outside the warranty (due to accident, regular wear and tear) to Rugged Thread for repairs. Rugged Thread specializes in gear repairs including snap repair, seam restitching, and patching. Gnara does not pay for repairs outside of manufacturing defects.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• LIVSN: Direct licensing partner (Ecotrek Overalls with GoFly® zipper). LIVSN is a sustainability-focused DTC outdoor apparel brand using recycled materials, targeting a similar female outdoor customer with premium technical apparel—closely aligned on mission, materials, and price point.
• Outdoor Voices: Women's-focused activewear DTC brand with strong social/community-led GTM and a technology-forward fabric story. Comparable in DTC-led women's apparel, community-driven marketing, and premium positioning ($100+ leggings).
• Cotopaxi: Outdoor apparel and gear brand with a mission-driven, sustainability-focused brand identity and strong retail/wholesale distribution. Similar in DTC + wholesale hybrid model, social-good branding, and outdoor category focus.
• Burton: Licensing partner and a leading global snowboarding/outdoor apparel brand. Burton integrates GoFly® tech into its premium ski bibs and represents the exact OEM/white-label model Gnara's licensing thesis depends on; comparable in category (snow/outdoor apparel) and premium price positioning ($398 bibs).
• Title Nine: Women's outdoor and activewear retailer that is both a wholesale distribution partner and a direct competitor in the women's outdoor apparel category. Highly comparable target customer and product mix (women's hiking/active apparel).
• prAna: Women's outdoor and yoga apparel brand owned by Columbia Sportswear, with a comparable product mix (hiking pants, leggings, shorts) and inclusive sizing. Closely aligned on women's outdoor apparel category and price point.

Broad incumbents

• Patagonia: Dominant incumbent in outdoor apparel with deep women's hiking/climbing product lines, broad retail distribution, and strong sustainability credentials. Represents the scale ceiling Gnara would compete against in women's outdoor apparel.
• The North Face: Global outdoor apparel incumbent with broad women's technical apparel assortment, including hiking pants and ski/snowboard bibs (the latter is the exact category where Gnara is licensing GoFly® to Burton as a TNF competitor).
• REI Co-op: Largest US outdoor co-op retailer and a current wholesale partner of Gnara (Jackson Hole REI). Relevant as both a distribution channel and a co-op brand that sells its own women's outdoor apparel, creating channel-competition tension.

Emerging players

• Kula Cloth: Partner and adjacent brand in the outdoor bathroom/hygiene category (antimicrobial pee cloth). Comparable niche outdoor accessory brand with strong female-customer focus, viral social presence, and DTC-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gnara_apparel
• Facebookfacebook.com/gnara.apparel
• LinkedInlinkedin.com/company/gnara
• Instagraminstagram.com/gnara_apparel
• TikToktiktok.com/@gnara_apparel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gnara