Patagonia Will Debut Seven New Styles of Fishing Equipment Built Specifically for Women; Company Will Campaign to Attract More Women and Children to the Sport of Fly Fishing.
VENTURA, Calif. (July, 2013) — Patagonia Inc., the outdoor apparel company, will debut in Spring 2014 a seven-piece collection of fishing equipment, designed and tested specifically for the female angler. Additionally, the company will promote the importance of getting women, and their children, engaged in fly fishing. The company will work to repositioning the sport of fly fishing in a more simplified way with a women’s-only press event in September and through its ambassador network. Patagonia Books will also publish its newest title in April 2014, Simple Fly Fishing, co-authored by Yvon Chouinard, Craig Mathews and Mauro Mazzo.
“With the aging demographic in fly fishing, the future health of our sport will be dependent on engaging youth and women,” notes Patagonia founder Yvon Chouinard. “Fly fishing does not need to be costly or complicated.”
The new women’s collection includes a wader, pant, waterproof shell, two knit tops and two woven tops. The Spring River Wader ($399) features wool-grid lined booties, single seam construction and an innovative new female-specific suspension system for quick, convenient relief. The River Salt Jacket ($349) is made from a tough four-layer waterproof/breathable wader fabric, providing serious protection in bad weather. The Sunshade Hoody ($69) and Crew ($59) are fast wicking, quick drying and provide 45-UPF sun protection. The Sol Patrol Shirt ($89) and Island Hopper Shirt ($99) are feminine, button-front shirts made of technical fabrics with UPF sun protection. The Away From Home Pants ($89) are versatile, provide great fit and are made of fast-wicking nylon taslan.
“The product group worked tirelessly over the past year researching the needs of the female angler with ambassadors, customers and buyers,” notes Bart Bonime, Patagonia business unit director for fly fishing. “The result is a nicely curated collection of product for women, with fit and functionality of paramount importance.”
Patagonia, Inc., based in Ventura, California, is a leading designer and retailer of core outdoor, fly fishing, alpine, snow, surf and sport-related apparel, equipment, footwear and accessories. The company is recognized internationally for its commitment to authentic product quality and environmental activism, contributing over $55 million in grants and in-kind donations to date. Incorporating environmental responsibility into product development, the company has, since 1996, used only organically grown cotton in its clothing line. The company’s entire product line is recyclable through its Common Threads Partnership. The Footprint Chronicles® at patagonia.com explores the company’s environmental and social footprint.
Jess Clayton, 805-667-4755, email@example.com