Danielle Vague, founder of Northern Tide Apparel, creates a stylish and functional fishing dress, addressing women’s needs in outdoor activities.
Danielle Vague, the founder of Northern Tide Apparel, has revolutionized outdoor apparel by merging functionality with style through the creation of a unique fishing dress designed specifically for women. Frustrated by the traditional masculine designs and boxy fits prevalent in fishing attire, she was inspired to create a feminine option that caters to women of all shapes and sizes. Her dress features vibrant and eye-catching patterns and includes several practical elements that enhance the outdoor experience for women.
Speaking about her motivation, Danielle expressed her desire to maintain a feminine presence while actively engaging in outdoor activities. “I wanted to remain feminine but still do the activity I wanted to do,” she stated. Addressing the logistical challenges women face in outdoor clothing, she highlighted an often-overlooked issue with pants: “When nature calls, you have to literally strip off…with a dress, you can just pop your bum over the side, and nobody has any idea of what you’re really doing.”
Her design also features breastfeeding-friendly elements, such as button-up fronts and long zips, concealed hip pockets, and full sun protection made from high-quality materials. Notably, when she launched her product, she found little else on the market like it but opted to refrain from claiming the title of ‘first to market.’
Reaching women interested in fishing and outdoor activities was key to her success. Initially targeting female anglers, Danielle soon discovered a broader audience of outdoor-loving women who appreciated the practicality of a garment that blended activities such as hiking, camping, and even gardening. “You’ve got your walking gear, you’ve got your fishing and outdoor gear. Everything’s kind of very separated, and things don’t cross over,” she noted.
To connect with potential buyers, Danielle utilized social media platforms like Facebook and Instagram, complemented by a group of ambassadors who represent her products online. “I have a beautiful group of women, they’re kind of strong women in their field, women in recreational fishing…who have offered their time and images,” she explained. The authenticity of her brand’s online presence is underscored by user-generated content, showcasing real women wearing her products, which Danielle shares unedited. “I think people connect better, being able to look for a woman of a similar age, a similar size, similar body shape,” she remarked.
Her innovative approach has garnered international attention, particularly in the United States, without any direct marketing aimed at overseas markets. Danielle noted, “I haven’t been targeting [overseas markets] specifically yet, and somehow I’ve dripped through. I think maybe some of my ads have trickled out there by mistake.”
Despite her success, Danielle addressed the challenges her business faced amid the ongoing cost-of-living crisis, particularly in relation to consumer spending on non-essential items. “We’ve definitely felt the effects of the cost of living…But to be outdoors and to do an outdoor task doesn’t have to actually cost that much,” she stated, suggesting that outdoor activities continue to be an integral part of life in Australia.
Throughout her journey, Danielle has encountered several obstacles, particularly in manufacturing and establishing relationships with predominantly male-owned stockists. These challenges have required her to “prove” her product while negotiating with manufacturers who are often hesitant to accommodate her designs. “They much prefer to mass produce and do what they want to do…They up the prices as well, thinking it’s going to be a waste of their time,” she said.
Despite these hurdles, Danielle remains proud of the community she has fostered around her brand. “Success for me is about building a following of women who feel empowered, who feel that they’ve got choice and who feel confident when they’re out and about,” she reflected.
Source: Noah Wire Services
