What Wild Rye does

Wild Rye is a privately held women's outdoor apparel company founded in 2015 by Cassie Abel and headquartered in Ketchum, Idaho. The company designs and sells technical performance apparel specifically for women-identifying outdoor enthusiasts, with a core focus on mountain biking (chamois, shorts, jerseys) and adjacent categories including gravel cycling, hiking, baselayers, ski outerwear, and lifestyle wear. Products are built on technical performance fabrics with women-specific fit features such as high-rise waistbands, inclusive sizing from XXS to 3XL and sizes 0 to 24, and functional details including zippered pockets and stash storage. The 108+ SKU catalog spans bike shorts, chamois liners, jerseys, baselayers, insulated and shell outerwear, lifestyle apparel, accessories, and a co-branded swimwear collection with September.

Wild Rye generates revenue through a hybrid direct-to-consumer and wholesale model. Direct sales occur via the wild-rye.com e-commerce storefront, supported by a Play Wild Club loyalty rewards program and a 15% bundle discount on pre-configured activity kits (bike, gravel, everyday). Wholesale distribution reaches 100+ independent outdoor retailers across the US and Canada, with anchor accounts at REI, Title Nine, and evo. Digital gift cards ($25–$500) and a peer-to-peer resale marketplace (Wild Rye Redux, operated on Treet) round out the revenue surface. Average ticket sizes range from approximately $18 for accessories to $499–$549 for premium ski outerwear.

The company's go-to-market is community-led and product-led. Marketing centers on Instagram and other organic social channels, the Wild Rye Journal blog, an email newsletter, ambassador and pro team partnerships, and event presence at Boot Tan Fest, Sea Otter Classic, and Sturdy Dirty. Strategic partnerships with Ladies AllRide (MTB camps), The Mothership Collective (women in the outdoor industry), and The Retreat Co (ski retreats) drive community engagement. Wild Rye is B Corp certified, conducts equity crowdfunding via WeFunder, and has received recurring editorial recognition in Forbes, CNN, SKI Magazine, Outside, Bicycling, and Travel + Leisure.

Name

Wild Rye

Legal name

Wild Rye

Website

https://wild-rye.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild Rye is a privately held, women's outdoor apparel company founded in 2015 in Ketchum, Idaho, designing technical bike, snow, hike, and lifestyle clothing with women-specific fit and selling direct-to-consumer online and through 100+ retailers across North America.

Ownership category

akta.pro rank

Product category

Women's Outdoor Apparel

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Sporting & Athletic Goods, Nec (3949), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Women's outdoor apparel
• Technical cycling clothing
• Mountain bike apparel
• Ski outerwear
• Women's activewear

Headquarters

HQ city

Sun Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through wild-rye.com featuring product catalog across multiple outdoor activity categories including bike, hike, snow, water, and lifestyle
2. Wholesale Distribution: Sales through independent outdoor retailers and major online retailers including REI, Title Nine, and evo
3. Gift Cards: Digital gift cards sold in denominations from $25 to $500
4. Bundle Sales: Pre-configured activity kits (bike kit, gravel kit, everyday kit) with 15% savings to drive larger order values

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Wild Rye designs and sells technical outdoor apparel purpose-built for women-identifying outdoor enthusiasts, spanning mountain biking, gravel cycling, hiking, skiing/snowboarding, water sports, and lifestyle wear. The product portfolio includes chamois and bike shorts, jerseys, baselayers, 3-layer ski outerwear, fleece, windbreakers, swimwear (via WR x September collaboration), dresses/skorts, accessories, and limited-edition anniversary collections, offered in inclusive sizing from XXS to 3XL (sizes 0–24). Products are sold direct-to-consumer through wild-rye.com and wholesale through 100+ retailers including REI, Title Nine, and evo.

Product overview

Wild Rye is a women's outdoor apparel company offering a diversified portfolio of technical cycling and outdoor clothing. The core product lines include bike-specific bottoms (chamois/liners, shorts, and pants like the Freda, Alyssa Stash Chammy, Eleanor Chammy, Freyah, and Freel), bike tops (jerseys like Gem Distance, Holly, Salida, and Sloane), outerwear (Butterfield and Heyburn 3L ski jackets/pants, insulated Payette collection, Danner fleece, windbreakers like Rustler and Alden Anorak), baselayers (Bassett half-zip and leggings), lifestyle apparel (Parker dresses/skorts, Emmett and Eeva overalls, tees, tanks), and swimwear (WR x September collaboration). The company also offers limited-edition anniversary collections (10th Birthday), accessories (gloves, socks, water bottles, hats), a loyalty program (Play Wild Club), a resale marketplace (Wild Rye Redux), gift cards, and bundle options with 15% savings. Products are designed by women for women with technical performance features and inclusive sizing.

Differentiator

Problem solved

Functional benefit

Products and services

• Freda 7" Bike Short Signature women's 7-inch mountain bike short designed for trail performance with a comfortable fit, available in multiple colors and patterns including Garnet Meow and Amethyst Aquila Bloom.
• Alyssa Stash Chammy Women's padded bike liner short with a stash pocket, designed for breathable support and cushion during long rides.
• Billie Stash Bib Women's mountain bike bib short with stash pocket storage.
• Gem Distance Jersey Women's premium mountain bike jersey available in Alpenglow Wings and Spruce Aquila Bloom colorways.
• Freyah Bike Pant Women's winter cycling pant designed for cold-weather riding with 4-way stretch and breathable fabric.
• Heyburn 3L Jacket Women's 3-layer technical ski outerwear jacket, part of Wild Rye's first ski collection for Winter 2025/26, available in Amethyst and Shaded Spruce.
• Heyburn 3L Bib Women's 3-layer technical ski outerwear bib, part of Wild Rye's first ski collection for Winter 2025/26.
• Butterfield 3L Jacket Women's premium 3-layer technical jacket for ski and snow activities; regular price $499.
• Payette Insulated Pullover Women's insulated pullover jacket praised by Outside magazine for its stylish cut and color.
• Bassett Half Zip Women's baselayer top with half-zip design available in multiple colorways.
• B.O.B. Maternity Chammy Women's maternity cycling chamois designed for pregnant riders.
• WR x SEPTEMBER Swimwear Collection Collaboration collection with September featuring technical swimwear — bikinis, one-pieces, tops, and accessories — for active women who enjoy water activities.
• Digital Gift Card Digital gift cards delivered via email in denominations from $25 to $500, with no additional processing fees.
• Bundle & Save 15% Activity Kits Kit-building program bundling bike, baselayer, and lifestyle looks with 15% savings; includes bike kit, gravel kit, and everyday kit options.
• Play Wild Club Loyalty Program Free rewards program allowing customers to earn points on purchases, gain early access to product launches, and redeem points for discounts.
• Wild Rye Redux Resale Marketplace Pre-loved Wild Rye peer-to-peer resale marketplace enabling customers to buy and sell second-hand Wild Rye products.
• 10th Birthday Anniversary Collection Limited edition 10th anniversary collection featuring fan-favorite prints, birthday exclusives, and collaborations with Kama and Miir (apparel, accessories, camp towel, water bottle, socks, trucker hat).

Quantifiable outcome

• Featured in Forbes Next 1000 list highlighting entrepreneurial success
• +1 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Pivot CyclesminorStrategic or Co-development Partner · 8 March 2021Wild Rye partnered with Pivot Cycles on a three-piece collection celebrating riders who identify as women. This was a limited collaboration to honor women cyclists.
• Ladies AllRidecoreGTM or Marketing PartnerThe gold standard in women's MTB camps, Ladies AllRide partners with Wild Rye for skills clinics and women's mountain biking camps. Wild Rye supports these events and offers promotional discounts to the Wild Rye community attending retreats.
• The Mothership CollectivecoreGTM or Marketing PartnerA fast-growing community of women entering or living in the outdoor industry. The partnership connects Wild Rye with women mountain bikers and outdoor enthusiasts through community events and support.
• The Retreat CocoreGTM or Marketing PartnerSki retreats for women who can't sit still. Wild Rye partners with The Retreat Co for women's ski retreats, with founder Charlotte Lilley promoting the partnership through the Wild Rye Journal blog.
• KamaminorOEM/ Whitelabel/ Licensing PartnerBirthday Kama Lilipad - Wild Rye collaborated with Kama on a limited edition foldable seat cover as part of the 10th anniversary Birthday Collection.
• MiirminorOEM/ Whitelabel/ Licensing PartnerBirthday Miir All Day Straw Cup - Wild Rye collaborated with Miir on a limited edition tumbler cup with confetti pattern as part of the 10th anniversary Birthday Collection.
• SeptembercoreStrategic or Co-development PartnerWild Rye X September is a collaboration swimwear collection featuring one-pieces, bikinis, tops, and accessories designed for women who enjoy water activities. September is a swimwear brand creating technical swimwear for active women.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cotopaxi: Cotopaxi is a B Corp-certified outdoor apparel brand with a sustainability-led mission and direct-to-consumer plus wholesale distribution. Like Wild Rye, it targets purpose-driven outdoor consumers with technical apparel, leverages ambassador/grant programs, and sells premium-priced product through specialty retailers and its own e-commerce site.
• prAna: prAna is a women's-focused sustainable outdoor and active lifestyle apparel brand (owned by Columbia Sportswear). It shares Wild Rye's positioning around women's outdoor apparel with technical performance and casual crossover, distributed through DTC and specialty outdoor retailers.
• Outdoor Voices: Outdoor Voices is a women's active lifestyle apparel DTC brand focused on technical recreational wear with a community-led GTM motion. It parallels Wild Rye's women-specific design philosophy, community ambassador approach, and direct-to-consumer emphasis.
• Title Nine: Title Nine is both a women's outdoor/active apparel retailer (which sells Wild Rye wholesale) and a private-label brand with technical women's apparel across cycling, hiking, snow, and lifestyle. It is the most direct comparable given its overlapping customer base, category coverage, and omnichannel model.
• Mons Royale: Mons Royale is a merino-wool-based active and outdoor apparel brand with strong women's baselayer and lifestyle offerings for skiing, biking, and hiking. It directly overlaps Wild Rye's women-specific technical outdoor apparel positioning with comparable price points and DTC-plus-wholesale distribution.
• Pearl Izumi: Pearl Izumi is a technical cycling apparel brand with a dedicated women's line of shorts, jerseys, and outerwear. It directly competes with Wild Rye's core mountain bike apparel category on technical performance, fit engineering, and specialty bike shop distribution.
• Kari Traa: Kari Traa is a women's-specific outdoor and baselayer brand founded by a former Olympic skier, with technical apparel for skiing, hiking, and active lifestyle. It parallels Wild Rye's women-led, women-designed positioning in the snow and baselayer categories.
• Terry Bicycles: Terry Bicycles is a women's-specific cycling apparel and saddle brand with technical shorts, jerseys, and outerwear designed for women's fit. It is one of the closest direct competitors to Wild Rye within the women's mountain bike apparel niche.

Broad incumbents

• Athleta: Athleta (a Gap Inc. brand) is a large women's active lifestyle apparel brand with technical and casual product lines sold DTC and through branded retail stores. It is comparable to Wild Rye on women's-specific technical apparel but operates at vastly greater scale with broader category breadth.
• Patagonia: Patagonia is the dominant sustainable outdoor apparel incumbent with an extensive women's technical line across mountain biking, skiing, hiking, and lifestyle. It is comparable as the most established sustainability- and purpose-led competitor, but operates at dramatically larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wild_rye_
• Facebookfacebook.com/WildRyeMtnAprl
• Instagraminstagram.com/wild_rye_
• Pinterestpinterest.com/wild_rye__/_saved
• LinkedInlinkedin.com/company/wild-rye

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wild Rye