Outdoor Retailer - Winter 2017 - 29

IDEAS

JAINEE
When people come together to rally for what they believe in, huge
shifts will happen. History has proven that time and time again.
We exist in a new economy, a sharing economy. So if you have a bank
account, you can be a philanthropist. You are a social-change agent
when you put your money where your heart is.
Films, photos, and essays told from a female perspective are more
than just needed. They will also benefit the conversation around adventure, exploration, and stewardship as a whole.
We have distilled our mutual passion for the outdoors into a
dynamic business. Each of us brings a different vantage point and
wheelhouse of knowledge and experience.
La Croix soda water has gotten me through some hard times.

THOUGHT LEADERS

There's a misconception that you have to be fearless in order to take
big risks. It's not true. I'm not fearless at all. I have just become intimate
friends with risk and fear. We're good buds.

Two sustainability-minded entrepreneurs are
on a mission to create a new retail platform that
speaks to active women in the outdoors.

LINDSEY
Wylder's first Instagram post declared, "Women who celebrate
the beauty and success of other women are the raddest." I would say
that's been the motto for our platform ever since.

Name: Jainee Dial and Lindsey Elliott
Company: Wylder / WylderGoods.com
Founded: 2016
Titles: Co-founders
Location: Salt Lake City, Utah
Downlow: Jainee has a background in digital media, film, and web design;

If you're going to be an entrepreneur, get a dog. Our mascots, Moka
and Shredder nudge us when we've been at our computers too long and
get us to go outside. They make us laugh at least once every hour and
they keep things light around the office.

Into the Wylder

and Lindsey has worked in the non-profit sector for a decade. They both
grew up in the Rocky Mountains, where they developed a deep connection to wild places. They rock climb, hike, ride horses, camp, fish, and
just get outside as often as possible. But they felt that there was a glaring
lack of options when it came to relevant, innovative products for women
in the outdoor space. Their solution, WylderGoods.com, is an online
platform that aggregates the stuff they love-brands that speak to women who bridge the gap between the urban and outdoor worlds. Earlier
this year, Dial and Elliott raised $54,283 on Kickstarter (nearly $10, ooo
more than they were seeking). The website launched in November 2016
and it carries Patagonia, Fjallraven, Holden, United By Blue, Woolrich,
and other ethical brands as well as a handful of artisans. Beyond the
product, Wylder is a content hub and storytelling site that engages and
creates community-and keeps people coming back.

Photograph by Jordan Pay

We focus on brands with heart, story, and culture. We have a list of
over 30 qualifiers for how we choose the products in our marketplace.
Two years ago when we started R&D for this concept, there weren't
enough products like this to build a marketplace around. Today
there are. And we are thrilled to celebrate the companies that are striving for higher standards in business.
It's safe to say we're urban cowgirls, except instead of cows, we
have really cute dogs and ride horses on the weekends.
In 2014, I went down the Grand Canyon for 28 days. When I got out,
I turned down grad school, left a relationship, and decided to put everything into starting Wylder. This will forever be one of the best trips and
decisions of my lifetime. O.R.

Winter 2017 / OUTDOOR RETAILER 29

http://www.WylderGoods.com http://www.WylderGoods.com

Outdoor Retailer - Winter 2017

Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2017