We had the good fortune of connecting with Cassie Abel and we’ve shared our conversation below.

Hi Cassie, how does your business help the community?
At Wild Rye, our mission goes beyond merely crafting technical apparel for women. As a B Corp brand, we’re deeply committed to fostering positive social impact at every stage of our business operations. This dedication extends beyond supporting women in their outdoor pursuits, we’re committed to supporting the entire lifecycle of our community.

We recognize the diverse needs of women throughout various stages of life. That’s why we’ve introduced initiatives like our maternity chamois – designed specifically for expectant mothers – ensuring they can continue to pursue their outdoor passions comfortably and confidently for as long as they wish. Additionally, our Women-Led Wednesday initiative stands as a testament to our unwavering support for women in business, providing a platform to amplify their voices and celebrate their achievements.

But our commitment doesn’t end there. Through our many iterations of benefit tees – “Ride Fast Raise Hell” being the most recent – we actively contribute to the cause of reproductive healthcare for all, advocating for accessible and equitable healthcare solutions. By leveraging our platform, we strive to make a meaningful difference in the lives of women, empowering them not only in their outdoor adventures but also in their journey towards holistic health and well-being.

At Wild Rye, we firmly believe that our impact goes beyond our ability to make great apparel. We’re here to be at the forefront of the outdoor industry for inclusivity, and empowerment, and to shape a community where every woman feels seen, heard, and valued.

What should our readers know about your business?
Well to start, it definitely wasn’t easy. But, Wild Rye is a mission-based and community-driven brand. I truly believe that these two things set us apart from much of the outdoor industry. In today’s world, people want something to stand behind and support; they want to have a connection beyond a sport or hobby. As far as lessons I’ve learned, there could be an entire book on this – but I think the most important one is that if you don’t start you’re never going to get anywhere. Learning to try, fail, and pivot is imperative. Just starting is the hardest and the most important part of really anything. You can’t wait for something to be “perfect” to put it out into the world. I think this is a large part of why Wild Rye is successful. We aren’t afraid to fail – and then learn from our missteps – and I think we allow our customers and community to do the same. We’re all just learning how to do this and we’re all in it together.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
This is my favorite question, there’s SO much to do in our little town. Here are a few options for a perfect summer week in Sun Valley:

Stay: The Limelight Hotel

Play: Ride your bike! We have SO many options for any difficulty or distance you want. Osbergs to Aldens is a favorite, or if you’re looking for something a little closer to home, Adams Gulch is great and you can do as many laps or different trails as you like – and then ride the bike path back to town. If biking isn’t your thing, you can hike to one of the (many) nearby alpine lakes, or, for an in-town option you can check out Proctor Mountain and see the site of the first US chairlift as well as a pretty sweet view of town!

Eat: Rickshaw, Enoteca, The Covey, Grumpys

Drink: Warfield Distillery, TNT Taproom, Scout Wine Bar, Ginger Sweet Juice Bar

See: The Wood River Museum is a fantastic insight into the history of our little valley – and it’s free!

Who else deserves some credit and recognition?
I want to give a huge shoutout to my entire internal Wild Rye team for believing in our mission to empower women as much as I do; standing in lock step with me on all our initiatives to elevate women in the outdoors, business, and beyond!!

Website: www.wild-rye.com

Instagram: @wild_rye_

Image Credits
Emily Sierra Photo, Avery Ardovino

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