The Current on FisheWear

Few brands have done more to reshape the look and feel of women’s fly fishing than FisheWear. Founded in 2015 by avid angler and entrepreneur Linda Leary, the Alaska-based company emerged as one of the pioneering women's apparel brands in the fly-fishing industry, offering gear that was both high-performing and unapologetically bold. What began as a mission to create functional, stylish clothing for women on the water has evolved into a broader outdoor lifestyle brand, with technical apparel and accessories designed for everything from fishing and hiking to paddling, travel, and everyday adventure. Built around the belief that performance gear should fit, function, and inspire, FisheWear has helped empower a new generation of women to feel confident wherever the outdoors takes them. Today, I have the pleasure of sitting down with founder Linda Leary to discuss the evolution of the brand, the importance of designing gear that truly works for women, and how FisheWear continues to inspire outdoor enthusiasts to embrace adventure with confidence and style.

Origins & Career Transition

You started your career in the trucking industry—what drew you into that space initially?

Linda: I moved to Alaska right after college and fell into the transportation industry. I quickly realized I loved the logistics, our employees, and our customers. It was a unique vantage point that allowed me to learn about the entire state and the diverse businesses that support Alaska's growth.

What was it like being a woman co-owning a trucking business in such a male-dominated field?

Linda: I never paid much attention to the gender gap. For me, it was always about who could do the job effectively. My focus remained entirely on growing the company, looking for expansion opportunities, and ensuring we delivered on our promises.

Looking back, what skills from trucking translated most directly into founding FisheWear? 

Linda: The mechanics of running a business are remarkably similar regardless of the industry; it’s largely a matter of scale. The core priorities remain the same: rigorous attention to customer service, delivering a high-quality product, and being creative with the services you offer.

Was there a specific moment or realization that pushed you to start FisheWear? 

Linda: It came from personal frustration on the riverbank. Standing there in ill-fitting, drab men's gear, I realized women were an underserved market. I saw an opportunity to provide functional gear that was fun and colorful—equipment that actually fits a woman’s body rather than just being a "men’s cut" in a color traditionally associated with women.

How did your early experiences shape your approach to leadership today? 

Linda: I am a dedicated goal setter. I like to have a clear annual plan that the entire team can focus on. My approach is to empower people to do their jobs while remaining focused on the end goal. I encourage my team to be problem solvers and to embrace new challenges that build their professional confidence. And to manage their moods.

Building FisheWear

What gap did you see in the fly fishing world that others were missing? 

Linda: The industry lacked technical gear designed specifically for the female form. Most options were simply smaller versions of men’s products. I saw a need for high-performance apparel that combined professional-grade materials with thoughtful, original design.

In the early days of FisheWear, what was the biggest challenge you faced? 

Linda: The steep learning curve of a new industry—design, sourcing, and production were all new to me. I actually bought a book on Amazon called Manufacturing 101 just to learn the terminology and understand the workflow. I love the learning process, and it has been a rewarding journey.

How did you go about building credibility in an industry that hadn’t historically centered women? 

Linda: By showing up and creating products that women actually want to wear—gear that is technical, fits well, and expresses their personality. Being based in Alaska also provided a natural testing ground. When our gear proved it could hold up in harsh Alaskan conditions, the brand earned its place in the market.

What role has community played in your brand’s growth? 

Linda: It has been our primary driver. Our growth has been largely organic, fueled by women sharing their experiences. Beyond apparel, we focus on building confidence through our travel and education sister company, Women’s Flyfishing, ensuring female anglers feel seen and supported.

How do you balance functionality and bold design in your products? 

Linda: Function is the foundation. We identify technical requirements—like UPF protection or moisture-wicking properties—first. The clothing is designed to function specifically for women; the garment itself then becomes the palette for our original art.

Women in Business & Advice

What advice would you give to women looking to found a brand in a traditionally male-dominated industry? 

Linda: Stay out of the "noise" regarding whether you are a female or male owner. It is really about your strategy and what you are trying to accomplish. Stay focused on your mission,have a plan, follow it and the rest will fall into place.

Did you have mentors along the way, or did you mostly learn by doing? 

Linda: It was a mix. I’ve had business mentors throughout my career, but starting FisheWear involved a significant amount of "learning by doing." Each stage of growth presents new challenges that require hands-on problem-solving and collaboration with those in my network.

How do you navigate moments of self-doubt or resistance? 

Linda: I look at the data and the feedback from our customers. Seeing the practical impact our products have on women’s outdoor experiences usually provides the clarity needed to move forward.

What’s one misconception people have about starting a business that you’d like to challenge? 

Linda: The idea that you need a perfect plan before you launch. In reality, business is about constant iteration. You have to be willing to start, gather feedback, and adjust your course as you go.

What does success look like to you now compared to when you first started? 

Linda: Initially, success was proving the concept worked. Today, it is about continuing to create the products our customers want and expanding our travel and educational offerings to get more women on the water.

Daily Life

What’s the first app you open on your phone every morning? 

Linda: My calendar.

Is there a daily ritual or habit that keeps you grounded?

Linda:  I like to come into our shop and turn on all the lights and the music, get the coffee going, and settle in before everyone else shows up. It gives me a moment of calm before the day starts.

When you’re not working, where are you most likely to be found? 

Linda: Spending time with family and friends—and of course, fishing.

What’s something on your bucket list that might surprise people? Fishing in Mongolia.

Looking Ahead

What’s next for FisheWear in the coming year—and what should we be excited about? We are focusing on expanding our footprint into new markets and growing our Women’s Flyfishing program. Our goal is to provide the full experience: the gear, the education, and the opportunity to get out on the water.

Please be sure to visit www.FisheWear.com