For many years, my wife has borrowed/appropriated her choice of the many t-shirts, hoodies, etc. that I’ve acquired through my fishing industry career. Lately, though, she’s been selecting her own stuff.
That’s not because my clothing doesn’t still fill those casual needs; rather, she and many other women are finding an increasing selection of outdoor recreational clothing designed for their preferences.
Safe to say that, in 2025, we’re well past the “just make a pink one” approach to women’s outdoor gear. No pink hate here, of course, but that’s only one option in the intentional effort to offer serious outdoor wear that might appeal to women anglers’ fit and fashion preferences.
Just within the brands that support B.A.S.S., we find several strong examples, but before we go dashing down that path, let’s consider some insightful thoughts from one of the nation’s top female anglers — BassmastHer ambassador Kristine Fischer.
Measured Enthusiasm
A decorated kayak tournament competitor, now also competing in the St. Croix Bassmaster Opens, Fischer offers an interesting viewpoint that makes a lot of sense.
Essentially, while she’s deeply committed to encouraging and equipping more women to participate in sport fishing, she’s aware that men still comprise the majority of participants. Thanks to the BassmastHER initiative, interest among women has seen an encouraging uptick, but whether it’s license sales, tournament entries or social media, Fischer stresses a realistic approach to merchandising.
“I have 250,000 followers on Instagram, but only 20,000-30,000 of those are female,” Fischer said. “The number of women in fishing, particularly serious women anglers, is growing, but it’s still small.
“I love seeing outdoor companies offer women’s selections, but I’ve seen companies have to cut SKUs because the sales don’t support them.”
As Fischer notes, that does not, in any way, diminish the passion, purpose and relevance of every female angler, whether they fish daily or a few times a year. Nevertheless, from a business perspective, a broader market focus with a reasonable array of options typically makes more sense than a heavily niche-oriented strategy.
“I’ve seen people try to jump on it a little too prematurely, in terms of running way too many SKUs,” Fischer said. “I think if you look at the numbers, respectfully, the women’s fishing (segment) is still very small and I’ve seen companies get burned by going too deep into that.
“The interest is definitely there and people want to capitalize on that market and do something in the women’s realm, but I think slow and steady wins the race.”
Realistic Approach
While she’s not big into what some might call the girly, or feminine look, Fischer’s aware that some women anglers do appreciate a greater emphasis on the visual aspects.
Nothing wrong with that, but Fischer bases her viewpoint’s on more than personal opinion. Rather, the lifetime angler from Nebraska brings some real world business savvy into the conversation.
“I used to do the buying in hunting clothing for (outdoor retailer) Scheels, so I have a pretty good insight into the actual numbers and the percentages,” Fischer said. “I think when companies do it right, they don’t market (a product) specifically for that smaller niche.
“Brands that market products more as lifestyle, leisure wear for the outdoors that women can wear on the water, but also while they’re playing tennis or going on a run or hiking, tend to do a lot better.”
While she leans more toward the natural earthy tones, Fischer appreciates the color selections that might appeal to some women’s tastes.
“It’s a little hard for me; I don’t fit typical women’s sizes,” she said. “I’m almost 6 feet tall and 135 pounds, so I wear mostly men’s stuff for the length and I like a lot of the men’s colors — camo, greens, browns, grays, but I do like some feminine stuff like light pastels. I just don’t like the overly flashy, bright stuff.
“Obviously, we want the functionality of antimicrobial and UPF (technologies), and breathable, moisture-wicking, lightweight fabric, but I think a lot of women just want a very versatile piece.”
Between her competitive fishing, sponsor work and social media content creation, Fischer spends a lot of time on the water, so she faces the full range of weather conditions. She knows what she needs from her foul weather gear, but it’s really nothing askew from her male counterparts — and certainly nothing the casual female angler wouldn’t also appreciate.
“I want my outer wear to have a good waterproof, breathable membrane,” Fischer said. “I tend to lean toward things that are more functional and fit me well. I don’t like really tight, form fitting stuff; I want to be able to move in it.”
Fischer shared a few more thoughts on outdoor wear for women.
Wear It Well: “Personally, I don’t like real tight-fitting stuff; I like it to be light and loose fitting. Sometimes, I’m out on the water for 12-14 hours at a time in the most harsh conditions, so first and foremost, I want something I’m comfortable in. I don’t really care as much what it looks like — I just want it to be comfortable and breathable.”
Offering an example, Fischer points to the AFTCO Women’s Air-O Mesh Hooded Fishing Shirt.
“It’s fantastic; it’s super light, it’s breathable, it has the sun protection, it has the hood and built-in neck gaiter,” she said. “I need something that keeps me comfortable out there. I don’t want’ something super tight. I don’t want it to hang off me like a bag, but I want to be able to move and breathe with the clothing.”
Less Is More: “Women like things a little more streamlined, more sleek,” Fischer said. “I want stuff that make sense. I don’t want unnecessary pockets and zippers that I don’t need.
“On my AFTCO Barricade Elite rain bibs, the chest pockets are huge for me because they’re right there, easy access. Other than that, I don’t need stuff that doesn’t need to be there.”
Example: HUK’s Women’s Tide Point Button-Down Shirt, with its 30+ UPF protection, moisture-wicking fabric, two-way stretch and laser-perforated back and underarms, makes a functionally sound option for a day of casting, or a casual dinner. My wife often likes to roll up her sleeves, so this design point affords an intentional style point.
Moreover, she’s a stickler for clean sunglasses, so she likes the microfiber eyewear wipe built into the front interior corner. And while I make good use of chest pockets, my wife prefers a smooth look, so the Tide Point’s out-of-sight zip slit pocket at the lower right side holds a room key, lip balm or other small items. (HUK.com)
Everyday Integration: “I like AFTCO’s Coastal Fleece Series; that’s more of the lifestyle stuff. It’s super soft, it looks really good. I love it because I can use it as a layering piece for the fall transition, but I also wear it around the house or wear it out with a pair of jeans.
“I think (such items) will continue to do very well for outdoor companies if they continue to make pieces that women can wear for a variety of activities.”
To this point, Striker won several ICAST awards, including the Women’s Cold Weather Technical Apparel category with the Women’s Shield Float Vest. Blending thermal insulation with wind blocking for ice or open water fishing, this floating vest can be worn as an outer layer or an insulating mid-layer. (www.strikerbrands.com)
Elsewhere, HUK’s Wave Women’s Jacket offers a stylish cold-weather option for a day on the pond, a walk in the woods, or a night on the town. The water-inspired design includes a durable nylon shell with undulated stitching, water-repellent treatment, and polyester insulation for maximum warmth. With its tailored cut and full zippered front, the Wave Women’s Jacket includes hidden zippered hand-warming pockets and packs into its interior pocket for travel convenience. (HUK.com)
Enhance the Experience
Along with versatile outdoor clothing, women anglers of all interest levels might enjoy a handful of complementary items.
Footwear
Warm weather generally finds Fischer fishing barefoot, but for wading, she likes Chacos sandals. In her view, this brand does a good job of marketing stylish and reliable products for women’s outdoor pursuits.
ICAST saw HUK introduce the low-cut Women’s Rogue Wave Clog, a slide-on waterproof design. From wet fishing scenarios, to damp sidewalks, my wife appreciates the stability provided by the shoe’s skid-resistant Grip-X Slice outsole, while the molded EVA footbed and neoprene rubber construction afford her a convenient casual wear option. (HUK.com)
For more rugged outdoor activities (nature hikes, traversing uneven water sides) my wife has grown fond of her Meindl Lady Literock Free Trail Shoes. For one thing, there was no break-in period, just a secure, comfortable fit right out of the box. A suede/mesh construction with GORE-TEX liners ensures breathability with moisture protection. And the biggie — an absolute deal breaker for my wife’s footwear selections — no heel rub, even with a brand new pair. Also, she thinks the pink/black design looks sharp without going overboard.
Sunglasses: Bajio pairs its patent-pending Lapsis technology (blocks 90% of harsh yellow light, 95% of bad blue light, 100% of UV light) within the attractive and functionally solid designs of the Annette and Rigolets styles. Made of bio-based nylon, this small fit, full wrap style includes ergo rubber nose pads and temple tips, built-in sun ledge, wide light-blocking temples, flex hinges and keeper holes. My wife appreciates environmentally-responsible efforts, such as Bajio’s cases made from recycled materials. (bajio.com)
Gloves: My wife’s more cold-sensitive than I am, so whenever we’re sharing an outdoor activity during the late fall-winter months, she’ll be wearing gloves. Not specifically a women’s item, AFTCO’s waterproof, fleece-lined Breakwater Gloves offers protection from chilly weather, while the thumb and forefinger tips are designed with touchscreen sensitivity for smartphones a big factor in whether my wife’s a go or no-go. (AFTCO.com)
Portable Speaker: Whether she’s sitting on the beach while I’m surf fishing, relaxing on the back deck while our dogs chase squirrels, or paddling a kayak, my wife can enjoy her tunes with DemerBox bluetooth speaker. Built into a waterproof, crushproof Pelican case, this IP67 rated speaker includes a USB charger and conveniently carries car keys, credit cards and other valuables. (demerbox.com)
Power Supply: Another one my wife appreciates for our beach getaways, international travel, etc. — NEBO’s Rambler 20K Powerbank + Light. About the size of a cell phone, but a good bit heavier, this device includes USB-C input/output, USB-A output, a 200-lumen floodlight and fold out legs for device positioning and cord management.(nebo.acgbrands.com)
