DSG Outerwear
DSG Outerwear is a privately held, Madison, Wisconsin-based direct-to-consumer brand that designs and sells women's performance hunting, fishing, ice fishing, snowmobiling, heated, and lifestyle outerwear through its Shopify e-commerce site, Madison retail outlet, and independent retailer network.
- Company typePrivate
- Founded2010
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What DSG Outerwear does
DSG Outerwear is a privately held, Madison, Wisconsin-based direct-to-consumer apparel company founded in 2010 that designs and sells performance outerwear exclusively for women. The company operates a Shopify-powered e-commerce storefront at dsgouterwear.com, a company-owned outlet store at its Madison headquarters, and a retailer locator plus Shopify Collective channel for independent retailers. Its catalog is organized into six core collections — Hunt (waterfowl, turkey, upland hunting), Fish, Ice (ice fishing), Snow (snowmobiling), Heat (5V battery-powered heated apparel), and Lifestyle (everyday outdoor apparel) — covering jackets, vests, bibs, pants, base layers, monosuits, footwear, gloves, mittens, hats, and accessories. Pricing spans roughly $9.98 for accessories to $549.98 for premium monosuits, with jackets typically in the $149-$299 range.
The company's product technology rests on three pillars: a registered D-TECH proprietary performance fabric used in base layers and apparel, three-layer garment construction with waterproof and windproof outer shells, and a 5V heated-gear line covering vests, socks, gloves, and base layers. Hunting and ice fishing products use licensed camouflage patterns from Realtree (APX, Edge, Excape, Max-5, Max-7, Aspect series) and Mossy Oak (Bottomland, Obsession, Country DNA), as well as blaze orange and blaze pink safety variants. Select lifestyle pieces carry UPF 40+ to UPF 50+ sun protection. The brand explicitly positions itself as "Made by Women, For Women," with women's-specific fit being a core design driver rather than a derivative of men's patterns.
The revenue model is direct-to-consumer e-commerce with one-time transactional purchases, supplemented by a tiered rewards program (1 point per $1 spent, 20 bonus points on enrollment) and a referral program ($20 off to a referred friend's first $100+ order, $20 credit to the referrer). Free shipping is offered on US orders over $150 and Canadian orders over $300-$415 CAD, with international shipping to Australia, the UK, Japan, and EU nations. The company is independently owned with no disclosed venture capital, private equity, or institutional backing, and operates with 11-50 employees from a single Wisconsin headquarters. No revenue figures, funding rounds, or investor information are publicly disclosed.
DSG Outerwear firmographics
Firmographics- Name
- DSG Outerwear
- Legal name
- DSG Outerwear
- Website
- https://dsgouterwear.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DSG Outerwear is a privately held, Madison, Wisconsin-based direct-to-consumer brand that designs and sells women's performance hunting, fishing, ice fishing, snowmobiling, heated, and lifestyle outerwear through its Shopify e-commerce site, Madison retail outlet, and independent retailer network.
- Ownership category
- akta.pro rank
DSG Outerwear industry classification
Industry- Product category
- Women's Outdoor Apparel
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)
- akta.pro secondary industries
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)
Keywords
Where DSG Outerwear is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DSG Outerwear business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- E-commerce Retail: Direct-to-consumer online sales of outdoor apparel and accessories through the company website. Products are sold at various price points from budget to premium, with seasonal sales and clearance offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium outerwear and apparel |
| Other | Pay-as-you-go | Rewards Program |
| Other | Pay-as-you-go | Referral Discount Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
DSG Outerwear product offering
Product offeringCore offering
DSG Outerwear designs, manufactures, and retails women's outdoor apparel organized into six core collections: Hunt (waterfowl, turkey, upland, big game), Fish (open water fishing), Ice (ice fishing), Snow (snowmobiling), Heat (battery-powered 5V heated gear), and Lifestyle. Products include jackets, bibs, pants, base layers, monosuits, footwear, gloves, mittens, headwear, and accessories featuring proprietary D-TECH fabric technology, three-layer waterproof/windproof construction, and licensed Realtree and Mossy Oak camouflage patterns.
Product overview
DSG Outerwear is a women's outdoor apparel company that specializes in performance outerwear designed by women for women. The company offers a comprehensive portfolio of products organized into six core collections: Hunt (waterfowl, turkey, and upland hunting apparel including jackets, bibs, pants, base layers, and accessories), Fish (fishing apparel including jackets, shirts, bibs, shorts, and accessories), Ice (ice fishing gear including jackets, bibs, base layers, and accessories), Snow (snowmobiling apparel including jackets, monosuits, bibs, and accessories), Heat (battery-powered heated gear including vests, socks, gloves, and base layers with 5V heating technology), and Lifestyle (versatile everyday outdoor apparel). The products feature licensed camouflage patterns from Realtree and Mossy Oak, as well as blaze orange for hunting visibility. Key product lines include the Kylie series (jackets and bibs in various configurations), Breanna series (pullover and bib), Finley Waterfowl line, Ella 3.0 series, Ava 3.0 series, and the heated gear collection. The company emphasizes fit, function, and fashion in all its products, with a focus on waterproof, windproof, and insulated outerwear for various outdoor activities and weather conditions.
Differentiator
Problem solved
Functional benefit
Products and services
- Hunt Collection Women's hunting apparel including jackets, vests, bibs, pants, shirts, base layers, gloves, mittens, headwear, and accessories designed for waterfowl, turkey, upland, and big game hunting pursuits. Available in Realtree and Mossy Oak camouflage patterns as well as blaze orange for visibility.
- Fish Collection Women's fishing apparel including jackets, sweatshirts, shirts, bibs, pants, shorts, gaiters, headwear, gloves, and bags designed for open water, fly, freshwater, and saltwater fishing.
- Ice Collection Women's ice fishing apparel including insulated jackets, ice fishing bibs, base layer shirts and bottoms, lifestyle tops and bottoms, headwear, gloves, mittens, and footwear for extreme cold conditions.
- Snow Collection Women's snowmobiling apparel including insulated and uninsulated jackets, monosuits, base layer shirts, bibs, pants, balaclavas, headwear, gloves, mittens, and footwear designed for extreme winter conditions.
- Heat Collection Battery-powered heated outdoor gear including heated vests, heated socks, heated gloves, and heated base layer tops and bottoms utilizing 5V heating technology with adjustable heat settings.
- Lifestyle Collection Versatile everyday outdoor-inspired apparel including lifestyle tops, bottoms, and headwear for casual outdoor activities and daily wear, with UPF 50+ sun protection options.
- Finley Waterfowl Jacket Waterfowl hunting jacket with Realtree Max-7 seven-layer camouflage pattern designed specifically for waterfowl hunting pursuits in marsh environments.
- Kylie 6.0 Jacket Women's hunting jacket available in Realtree APX and Realtree Excape camouflage patterns with multiple color options.
- Spectrum 2.0 Monosuit Snowmobiling monosuit designed to keep female riders warm and dry in extreme winter conditions.
- Heated Vest 5V Battery-powered heated vest with 5V heating technology and 3 adjustable heat settings for cold weather activities.
- Harlow 2.0 Rain Jacket Waterproof rain jacket for hunting and outdoor activities.
- Arctic Appeal 3.0 Bib Insulated ice fishing bib designed for extreme cold-weather warmth and mobility during ice fishing.
- Heated Sock 5V 2.0 Battery-powered heated socks for cold weather comfort during hunting and outdoor activities.
- Rubber Boot 2.0 - 400 Gram Insulated rubber hunting boot with 400 gram insulation available in Realtree APX camouflage.
- Flip Top Mitten 5.0 with Liner Glove Hunting mitten with removable liner glove available in Realtree APX and Mossy Oak Bottomland Original patterns.
Quantifiable outcome
- One year warranty on most outerwear items demonstrates product confidence and durability
- +1 more outcomes
Companies that use DSG Outerwear
Customer profileSegments5 records
Ideal customer profiles4 records
DSG Outerwear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
DSG Outerwear partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopifycoreE-commerce platform powering the dsgouterwear.com website. Shopify provides the shopping cart, checkout, customer accounts, and store management infrastructure.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
DSG Outerwear competitors and assessment
Company assessmentDirect peers
- Sitka Gear: Sitka is a leading technical hunting apparel brand offering camo-laden outerwear for hunters across big-game, waterfowl, and upland pursuits. DSG competes directly with Sitka at the women's-hunting-fit intersection, though Sitka's women's line is a smaller portion of its catalog.
- First Lite: First Lite produces merino and synthetic hunting apparel with a focus on concealment and cold-weather performance. Comparable to DSG as a premium technical hunting apparel brand competing for the same consumer wallet, including women's-fit products.
- King's Camo: King's Camo is a hunting apparel and camouflage brand offering licensed patterns (including Realtree and Mossy Oak) in jackets, bibs, base layers, and accessories. Most direct peer in terms of pattern-licensed women's and men's hunting apparel sold via D2C.
- KUIU: KUIU is a premium direct-to-consumer hunting apparel brand emphasizing lightweight technical gear for backcountry hunters. Comparable as a digital-first premium hunting outerwear brand, though primarily focused on men's and unisex fits.
Broad incumbents
- Bass Pro Shops / Cabela's: Bass Pro Shops and Cabela's (now under the same parent) are the dominant omnichannel retailers of hunting, fishing, and outdoor gear with extensive private-label apparel. They dwarf DSG in scale and carry their own women's hunting lines, making them both a distribution channel partner and competitive threat.
- Orvis: Orvis is a long-standing multi-channel outdoor brand selling women's hunting, fishing, and country apparel alongside its broader sporting goods catalog. Directly comparable on women's outdoor apparel, though it serves a broader country-lifestyle customer rather than specialized women's hunters.
- REI Co-op: REI is the largest U.S. consumer outdoor co-op with extensive women's outdoor apparel across hunting-adjacent and lifestyle categories. Comparable as a women's outdoor apparel retailer and as a potential wholesale partner carrying DSG product.
- Patagonia: Patagonia is an established premium outdoor apparel brand with strong women's product depth and growing overlap into hunting-adjacent lifestyle categories. Direct comparable on women's technical outerwear, though not hunting-specialized.
Emerging players
- ORORO Heated Apparel: ORORO is a D2C brand specializing in battery-heated vests, jackets, gloves, and base layers for general outdoor and workwear consumers. Direct comparable to DSG's Heat collection, with broader (non-hunting) positioning and larger D2C scale.
Others
- Mossy Oak (Apparel & Hunting): Mossy Oak is a licensor of camouflage patterns and a related hunting apparel/footwear brand. Comparable as a camouflage-licensed hunting apparel ecosystem participant and a partner/competitor on women's hunting gear.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
DSG Outerwear social profiles
Digital presenceDSG Outerwear financial estimates
Financial estimateRevenue estimate
Valuation estimate
DSG Outerwear leadership team
Management profileNumber of profiles
DSG Outerwear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DSG Outerwear M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DSG Outerwear
What does DSG Outerwear do?
DSG Outerwear designs, manufactures, and retails women's outdoor apparel organized into six core collections: Hunt (waterfowl, turkey, upland, big game), Fish (open water fishing), Ice (ice fishing), Snow (snowmobiling), Heat (battery-powered 5V heated gear), and Lifestyle. Products include jackets, bibs, pants, base layers, monosuits, footwear, gloves, mittens, headwear, and accessories featuring proprietary D-TECH fabric technology, three-layer waterproof/windproof construction, and licensed Realtree and Mossy Oak camouflage patterns.
Is DSG Outerwear a public or private company?
DSG Outerwear is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DSG Outerwear founded?
DSG Outerwear was founded in 2010. It employs 11 to 50 people.
Where is DSG Outerwear based?
DSG Outerwear is headquartered in Madison, United States, in the North America region.
How does DSG Outerwear make money?
One revenue line is on record: E-commerce Retail.
Who are DSG Outerwear's main competitors?
Direct peers on record are Sitka Gear, First Lite, King's Camo and KUIU. Broad incumbents are Bass Pro Shops / Cabela's, Orvis, REI Co-op and Patagonia. ORORO Heated Apparel is listed as an emerging player. Mossy Oak (Apparel & Hunting) is listed as an others.
Does DSG Outerwear have an API?
No public API is recorded for DSG Outerwear.
What industry is DSG Outerwear in?
DSG Outerwear's product category is Women's Outdoor Apparel. Its primary akta.pro industry code is CRAMAKAD, Hunting Clothing, Footwear & Camouflage Retail, with a secondary code of CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing). Its NAICS code is 45911 and its SIC code is 5621.