The Current on Soca Style

Every founder story has its own rhythm—but occasionally, one arrives with a pulse you can feel before you even step into it. The team behind Soca Style Clothing didn’t just set out to design apparel—they set out to reimagine presence. In a space where women have often been an afterthought, they built a brand that centers them unapologetically, blending performance with identity, and function with unmistakable style.

What makes Soca Style particularly compelling isn’t just the product—it’s the collective energy of its founders. Coming from distinct backgrounds, each brought a different current of experience into the mix, shaping a brand that feels both intentional and alive. Their story is one of convergence: of ideas, industries, and instincts that aligned at exactly the right moment.

For this edition of The Current, my founder-focused column in DUN Magazine, I sit down with Ellie Pitney, a principal behind Soca Style to explore the “why” behind their brand, the realities of building something from the ground up, and how they’re carving out space—together—in the evolving world of fly fishing.

Backgrounds & Beginnings 

Before launching Soča, what were each of your professional backgrounds? 

Ellie: There are four of us in total. Taylor, who handles Accounting and Finance, previously worked in accounting and compliance for wineries and vineyards in California, as well as for a construction company. Francis, who leads Marketing, comes from a background in nonprofit organizations and event planning. Hannah, runs our Production/Supply Chain and E-Commerce, works as a merchandise buyer and also helps oversee an organic farm in New Jersey and a cattle ranch in Texas. She also has a background in film production and interior design. Ellie, who handles Wholesale and Sales Development, was previously a fly fishing guide and now works as an environmental engineer specializing in water resources.

How did your individual paths eventually intersect? 

Ellie: We actually grew up together - Ellie and Francis have known each other since they were five. We stayed close over the years, and about 10 years ago we started taking fly fishing trips together as a way to really reconnect as adults.

Who first brought up the idea of starting a fly fishing apparel brand? That credit goes to our Production & Supply Chain queen, Hannah. She recognized a gap in the market for elevated women’s fly fishing apparel and brought the idea to the group.

What were your earliest impressions of the fly fishing industry as outsiders or insiders? Both as outsiders and insiders, we saw right away that it’s still a very male-dominated industry. But at the same time, both before and after starting Soča, we’ve also found the fly fishing community to be incredibly welcoming and supportive. Ellie and Hannah visited the Denver Fly Fishing show in 2024 and were especially struck by how the women-owned brands supported and cheered each other on, even though many of them were technically competitors. That kind of community was really encouraging to see early on.

What personal experiences shaped your perspective on what was missing in women’s apparel? 

Ellie: We grew up in Dallas, Texas, where fashion is definitely part of the culture, so style mattered to us. On those early girls fishing trips together, we wanted to stay on the water all day without having to go back and change before dinner. Some of us didn’t want to go straight from the river to dinner or drinks in the women’s fishing clothing that was available at the time. We wanted pieces we could comfortably fish in all day, but also feel confident wearing straight into lunch, drinks, or dinner in town afterward. 

Behind the Brand 

What was the driving force behind creating Soča—what problem were you trying to solve? 

Ellie: We realized pretty quickly that most women’s fly fishing and outdoor apparel wasn’t really designed with women in mind. A lot of the gear felt like men’s products slightly adjusted for women, without much thought given to fit, style, or how women actually want to feel wearing it. We wanted clothing that could perform on the water, but that we’d also genuinely want to wear before and after fishing - pieces that felt elevated, comfortable, and versatile without sacrificing function.

 Why was it important for you to build this brand as a team rather than individually? 

Ellie: Building Soča as a team felt really natural because the brand itself came out of our friendship and the experiences we shared together on the water. Some of our favorite memories have come from those fishing trips - long days outside, laughing, exploring new places, and reconnecting with each other. Creating this together has felt like an extension of that. Each of us also brings completely different strengths and backgrounds to the table, which has made the brand stronger than anything one of us could have built alone.

How does Soča reflect your collective identity or values? 

Ellie: At the core of Soča is the idea that fly fishing should feel welcoming and fun. The four of us love time with friends and family and making memories. We wanted the brand to reflect that feeling rather than the more intimidating or overly serious reputation fly fishing can sometimes have. We hope Soča encourages women to make the sport their own, whether that means spending all day chasing fish or simply enjoying time outside and connecting with the people around them.

What does representation in fly fishing mean to each of you? 

Ellie: To us, representation means helping more women feel like they belong in the sport exactly as they are. We want women of different backgrounds, body types, ages, and experience levels to see themselves reflected in the fly fishing community and feel confident stepping into those spaces. The outdoors should feel accessible and welcoming to everyone.

How do you want women to feel when they wear your clothing? 

Ellie: We want women to feel confident, comfortable, and completely like themselves. Our goal is for someone to put on a Soča piece and feel just as good wearing it on the river as they would grabbing lunch or drinks afterward.

Behind the Scenes in Business

What has been one of the biggest challenges you’ve faced so far? 

Ellie: One of the biggest challenges has been managing the feeling of overwhelm that comes with building a brand. There are constantly a hundred things to do at once. We’ve had to remember that you can’t do everything at once - you just have to keep chipping away at it. Or as the saying goes, “How do you eat an elephant? One bite at a time.” That mindset has helped us keep perspective and continue moving forward without feeling too overwhelmed.

Has anything about building Soča been easier than you expected? 

Ellie: One thing that’s pleasantly surprised us has been how welcoming and supportive the fly fishing industry has been. We somewhat expected it to feel intimidating breaking into an established space, but instead we’ve found that people genuinely want to help. Whether it’s guides, shop owners, or women already working in the industry, there’s been a real sense of community and encouragement.

How do you divide responsibilities as co-founders—and has that evolved over time? 

Ellie: We defined our roles pretty early on based on each person’s background and personalities, and thankfully those responsibilities have evolved naturally from there. There’s still a lot of crossover and collaboration between all of us, but having clear areas of ownership has helped stay organized.

What’s been a defining moment for the brand so far? 

Ellie: One of the most exciting moments for us recently was receiving our first direct-to-consumer sale from someone we didn’t personally know and hadn’t met face-to-face. Up until that point, our sales had come through personal connections or events. Seeing a complete stranger discover the brand and choose to support us felt incredibly exciting. 

How do you make decisions when you don’t all initially agree? 

Ellie: When we don’t initially agree on something, we try to talk it through and make sure everyone feels heard before making a decision. Most of the time, those conversations find common ground naturally. But when we can’t reach a unanimous decision, we rely on a vote and trust that everyone ultimately wants what’s best for the brand.

Advice For New Founders

What advice would you give to other women thinking about starting a brand together? 

Ellie: Talk to as many people as you can and don’t be afraid to ask questions. We’ve learned that people who are passionate or knowledgeable about something usually want to share what they know. We’ve also realized how important it is to lean on your community. Friends, family, mentors, and even people we’ve met through the industry have really shown up for us. Building a brand can feel overwhelming, but having people around you who believe in what you’re doing makes all the difference.

What’s one thing you wish you had known before launching? 

Ellie: We wish we had known how physically demanding building a brand can be. Pop-ups and trade shows especially take a huge amount of planning, packing, traveling, setting up, breaking down, and then somehow still showing up energized all day long. We genuinely love doing them because meeting people in person has been one of the best parts of building Soča, but they are fully exhausting. 

How do you stay motivated during uncertain or slow periods? 

Ellie: We try to remind ourselves that there’s always something to work on, improve, or learn more about. Some days motivation comes naturally, and other days it’s more about staying consistent and continuing to move things forward little by little. Having four of us also helps - usually when one person is feeling discouraged, someone else is excited about a new idea or opportunity.

Fun / Let's Get To Know You 

What are you currently binge-watching? 

Ellie: Our current binge-watch choices are all over the map, which honestly feels very on-brand for us. Hannah is deep into Margo’s Got Money Troubles, Ellie is fully invested in Love on the Spectrum, Francis is patiently waiting to binge Madison, and Taylor is rewatching How To with John Wilson in anticipation of his full-length project. Collectively, our watchlists are wholesome, emotional, chaotic, and a little weird in the best way.

What’s the first thing each of you does every morning? 

Ellie: Hannah and Taylor are both on dog duty right away, Francis starts the day with a full stretch routine, and Ellie’s six-year-old climbs into bed for morning snuggles (objectively the best way to wake up).

Coffee, tea, or something else entirely? 

Ellie: Hannah is an iced latte with an aggressive amount of simple syrup, Francis is a mid-morning matcha with lots of honey, Ellie is a small oat milk latte, and Taylor is a latte but very specific about the beans. Honestly, the drinks match our personalities pretty well: Hannah is cool, calm, and sweet, Francis can make even a bitter situation feel fun, Ellie seems mellow but packs enough punch to make things interesting, and Taylor is particular just to be particular - and fully committed to it.

What’s one item you can’t leave home without? 

Ellie: Hannah never leaves without chapstick. Francis and Ellie are emotionally attached to their water bottles and become nonfunctional if they forget them. Taylor’s answer is her phone - she’d be literally lost without it.

Who has the best playlist among the three of you? What are you listening to? 

Ellie: Everyone agrees that I have the best playlists, but honestly our old high school mix CDs that Taylor made circa 2004 still hold up surprisingly well and get played more often than we’d like to admit.

What’s your go-to off-the-water outfit? 

Ellie: Hannah keeps it classic with jeans or jean shorts and a white t-shirt. Francis rotates between a swimsuit, jean shorts, and a sweatshirt that inevitably gets swapped for a Soča Sun Shirt once the day heats up. I can typically be found in a Willie Nelson t-shirt, cutoffs, and flip flops. Taylor keeps it all black and easy - sweatshirts and leggings, no overthinking required. Even though we’re Dallas girls, we are clearly committed to ease and comfort.

Window seat or aisle? 

Ellie: All three of us are window seaters across the board. Although, while Francis claims she’s a window seat person, realistically she belongs in the middle seat because it gives her the best odds of leaving the flight with a new best friend. Taylor, on the other hand, is firmly an aisle seat - citing tiny bladder issues.

Favorite place you’ve fished—or dream destination? 

Ellie: Hannah’s dream trip is Alaska, Francis and Taylor want to fish New Zealand, and Ellie is set on the Amazon rainforest chasing Peacock Bass. Apparently our collective idea of a perfect vacation involves long flights, questionable Wi-Fi, and scary bugs and animals.

What's Ahead

What’s next for Soča in the coming year? 

Ellie: This next year feels really exciting for us because we’re starting to see the brand grow beyond our immediate community. This summer, Soča will be carried in two retail stores in Jackson Hole, as well as stores in Wyoming and Dallas, which feels like a huge milestone for us as a young brand. We’re also currently testing new color options and paying close attention to what people are responding to most before finalizing our next releases. A big focus for us right now is continuing to learn from our customers and thoughtfully grow the brand in a way that still feels authentic to who we are.

Are there any new product categories or collaborations on the horizon? 

Ellie: Collaborations are definitely something we’re excited about, even though we don’t have anything officially in the works just yet. We are open to and would love to explore partnerships in the future when the timing feels right. In terms of products, we’re currently developing ideas for a new release that we hope to launch by summer 2027. We’re trying to be really intentional about growth and make sure anything new still reflects the versatility, functionality, and style that define Soča.

What does long-term success look like for you as a team? 

Ellie: For us, long-term success goes far beyond simply growing sales. Of course, we want to build a profitable, stable business with national reach and become a trusted go-to brand for women in fly fishing and outdoor apparel. But just as importantly, we want Soča to help foster community and connection within the sport. We’d love to eventually expand into experiences, events, and other brand-led gatherings that bring women together outside of just buying clothing. Giving back is also really important to us, and one of our long-term goals is to establish a meaningful partnership with a nonprofit organization whose values align with ours, particularly around conservation, accessibility, or supporting women in the outdoors.

Be sure to visit www.socastyle.com!