Rooted in Her Story
Celebrating the women who shaped the outdoors—and the ones growing it forward
It’s Women’s History Month! I know I may be a little late in the game to get this out, but if we’re comparing timelines to when I usually send my Christmas cards, we’re three months early. So I consider this an accomplishment.
March is my favorite month of the year. It’s the beginning of Spring. Flowers are blooming, there are little ducklings and baby rabbits exploring. Green pops up nearly everywhere, and St. Patricks Day emphasizes the spring bliss with clovers and luck seems to pollinate everywhere! It may also help that it’s my birthday month. But to me, that’s just a bonus.
Butterflies make their debut for early spring activity, each one like a little miracle fluttering around, symbols of hope and transformation. Have you heard of the butterfly effect? It is the idea that something as small as the flutter of a butterfly wing can start a ripple effect to cause a tsunami on the other side of the world. A tiny transfer of energy, making a humongous impact. This month, Women’s History Month, exemplifies the same concept. So, I thought it would be fun to highlight some impactful women in sustainability - past and present.
Read on to learn about a few women who have changed history, and for a special list of women-owned businesses in the outdoor industry!
5 Noteworthy Women in Sustainability
There really are so many women who deserve a spotlight for the work they have done in sustainability and nature preservation. It’s hard to pick favorites, so I sort of picked 5 women at random to include here and would love to hear about any notable ones you may have!
1. Rachel Carson
Renowned biologist and author, Rachel Carson observed the effects that DDT, a commonly used pesticide, on insects and birds. She was an early challenger to the over-use of pesticides in our food systems. Her work ultimately inspired environmentalists to press Congress into passing the National Environmental Policy Act (NEPA) that required federal agencies to evaluate the environmental impact of their actions, and President Nixon created the Environmental Protection Agency (EPA) to enforce it. To learn a little more about her work and impact, watch this short video.
“In every outthrust headland, in every curving beach, in every grain of sand there is the story of the earth.” — Rachel Carson
2. Wangari Maathai
Wangari Maathai has made waves in history, being the “first female professor in her home country, the first female scholar from East and Central Africa to earn a doctorate in biology, and the first African woman to win the Nobel Peace Prize, which she received for her vast contributions to sustainable development” (Keep Georgia Beautiful Foundation). Maathai founded the Green Belt Movement in 1977, which has since planted over 51 million trees in Kenya! I included several quotes from her because I could not choose a favorite — her words are powerful.
“Education, if it means anything, should not take people away from the land, but instill in them even more respect for it, because educated people are in a position to understand what is being lost. The future of the planet concerns all of us, and all of us should do what we can to protect it. As I told the foresters, and the women, you don't need a diploma to plant a tree.” — Wangari Maathai
“The generation that destroys the environment is not the generation that pays the price. That is the problem.” — Wangari Maathai
3. Jane Goodall
We’ve all heard of the legendary Jane Goodall. She journeyed to Tanzania in 1960 and dove into the little known world of chimpanzees. In her work, she expanded the definition of conservation to include the local communities and environments around the animals we save. Jane Goodall spent her entire life traveling the globe and speaking about the interconnectedness between humans, animals and nature, inspiring people to take action to help the environment that we all share. Her work continues to make a global impact on building a harmonious relationship between people and nature — expanding from the protection of chimpanzees to improving health for women and education for girls, and building up the next generation of conservationists.
“When you live in the forest, it’s easy to see that everything’s connected.” — Dr. Jane Goodall
4. Leah Thomas
I was lucky enough to take a course through the University of Colorado Boulder about inclusivity and belonging in the outdoor recreation economy. In this class we read The Intersectional Environmentalist by Leah Thomas, and I was hooked to her work. Leah is a next-gen leader in social justice and sustainability — creating awareness of the overlap between environmentalism and discrimination, and how in order to protect the planet we must protect its people. She is an author, speaker, producer, and activist, having established multiple innovative programs through Green Girl Productions and her nonprofit, Intersectional Environmentalist. You can learn more about her work and continuous impact at https://www.leahthomas.com/ and https://www.greengirlcrafts.com/.
5. Sylvia Earle
One of her most powerful contributions is founding Mission Blue, which created the concept of “Hope Spots.” These are special places in the ocean identified as critical to the health of marine ecosystems. She helped shift global thinking from “the ocean is too big to harm” to “the ocean needs protection now.” Earle helped the world understand that protecting the ocean is protecting life on Earth. Her work connects directly to the kinds of experiences your community shares—whether it’s paddling, diving, or simply enjoying the coast. Because every time someone falls in love with the ocean, they’re more likely to protect it.
"With every drop of water you drink, every breath you take, you're connected to the sea. No matter where on Earth you live." — Sylvia Earle
Find Your Female-Founded
To the women building what didn’t exist—and making the outdoors better because of it. Here are a few women-owned brands we’re loving right now.
1. Strong Girl Publishing
This company offers books to young women and girls to help them relate to and envision themselves in sport. The books are written by female athletes to inspire and empower girls to find adventure and be confident. Simply reading Molly Hurford’s mission and story got me pumped to hop on the Strong Girl train and gift these books to every young lady I know.
“Our goal at Strong Girl Publishing is to bring girls and young women into sport and help them thrive. We do this through our fun and inspiring books, including fiction, nonfiction and memoirs that share real stories of young women in sport and the issues they face.” — Molly Hurford, Founder of Strong Girl Publishing
2. Northern Classics
Northern Classics is a premium line of winter outerwear for kids. Combining the technical performance of high-end skiwear with timeless style, Northern Classics is built for adventure and worthy of the memory book. Not only is this line of winter wear super cute and functional, but I love the story behind it! The founder, Kristin Ruud, was inspired to create it as she saw how much getting outside affected her kids’ moods. That same reason is why I joined my mom to create Nature’s Playbook, because providing space for kids (and adults too!) to enjoy nature makes a huge difference in emotions, confidence, development, and so much more. In the case of Northern Classics, the magic is in the snow. ❄️
3. Bert Shoes
“We make pre and post activity shoes for the active life enthusiast. BERT is the other shoe for any activity that requires specialized gear. That one piece you didn’t know you needed. The shoe that gets you to and from doing your favorite sport bringing comfort and practicality to your life. No matter where you are going, or what you are wearing, they always look good.” — Juliana, Founder of Bert Shoes
What I love about Bert’s story is the genuine entrepreneurial journey — what started as a simple idea of a shoe for morning dog walkers expanded into a go-to shoe for athletes before and after they participate in their sport. Also, it was made with a mission to aid the homeless animal problem in Columbia by providing sterilization programs in remote areas.
4. trekALLa
TrekALLa is a women’s size inclusive outdoor apparel brand. Every design is made in sizes XS-6X in their Florida microfactory, and with eco-friendly and sustainable material. Inclusivity and sustainability are truly at the heart of trekALLa, and Alisa Otto, the founder, is one of the most genuine and hard working people I know! She started the company by sewing the majority of the products herself, and just opened a store front in Cocoa Village, FL where she also hosts sewing classes and workshops in sustainable fashion!
5. Town Hall Co.
Town Hall is a women-led, family-founded outdoor apparel brand creating gear specifically designed for kids—not just scaled-down adult versions. Born in a mountain town and built by parents who saw a gap in the industry, their mission is simple: help kids stay outside longer and truly fall in love with it. With thoughtful, kid-tested design, a strong community focus, and a commitment to sustainability, Town Hall is building gear families trust—and a future where more kids grow up connected to the outdoors.
6. Symbiosis Gear
Symbiosis Gear was born from a very real trail frustration: backpacks just weren’t built for women’s bodies. After thousands of miles of “making it work,” founder Sarah Berkeley decided that wasn’t good enough—and built something better. Their gear is designed specifically for people with boobs (finally), eliminating things like “boob squish” and awkward fit so you can actually move freely and comfortably. We got the chance to meet Sarah at the Outside Festival in Denver, CO last year. Sarah included not just her own gear, but also displayed and promoted other women owned products, enforcing the symbiotic relationship she strives for between community and the outdoors.
7. WrovenDen
WrovenDen is a 6 lb all-in-one toddler travel tent that folds into a carry-on, sets up in minutes, and gives kids ages 15 months to 6 years a familiar place to sleep anywhere you go. The idea is to bring adventure and ease to traveling families. All I can say is I wish I had one of these when we were on the go!
8. Gear Envie
Gear Envie is mother-daughter founded company (woohoo!) that makes Hikas, gaiters re-designed for today’s adventures. Wear them hiking, biking, snow shoeing, camping, and more. Once you have them you’ll think of a million ways to keep wearing them! What started as a personal need turned into a thoughtful redesign of the everyday gaiter. These Hikas are equal parts functional and fun—keeping out dirt, debris, and snow while actually feeling good to wear, plus they are super cool looking! Use Code: GIRLSRULE20 for 20% off now through March 31.
9. Sol Sister Sport
Sol Sister Sport is 100% women owned Athleisure Brand focused on Two-in-one Skirted Leggings perfect for tennis, pickleball, hiking, yoga, errands, golf and more! It was created from a simple (and very relatable) realization: women needed activewear that could actually keep up with real life. Founded by Tina Jennings, a mom of five who wanted more time on the court, more comfort, and more freedom, the brand’s signature skirted leggings are designed to move seamlessly from tennis or trail to errands and everything in between. Equal parts functional and flattering, Sol Sister is about more than what you wear—it’s about feeling confident, capable, and completely yourself in every part of your day.
10. CurvedWear
CurvedWear is redefining what it means for outdoor apparel to truly fit. Designed specifically for curvy, mid-size, and plus-size women, their pieces are thoughtfully cut for real bodies and real movement—not just scaled-up versions of standard sizing. Made in the U.S. with a commitment to sustainability, the brand goes a step further by giving back to organizations that empower women and girls to run for office. Because feeling good in your gear is just the beginning.
11. Snowshoe Leather Care
Snowshoe Leather Care is a nearly 100-year-old heritage brand from Bend, Oregon, built on a simple belief: the things we love should last. Creating leather conditioners that protect, restore, and extend the life of leather goods, Snowshoe helps keep boots, bags, belts, saddles, tack and leather gear looking their best for years to come. Fourth generation owner Tiffany Huey has re-founded the company to restore it to its former glory, with the intention of letting each piece of leather it touches continue to share its unique story.
“I’m proud to carry forward a tradition of appreciation, determination, devotion, and heritage—creating products that not only protect leather but enrich the journeys it reflects.” — Tiffany Huey, CEO & Re-Founder of Snowshoe Leather Care
12. DTOCS
Dtocs is a sustainable tableware brand that offers compostable single use tableware made from naturally shed palm leaves. Inspired by her childhood upbringing in India, mompreneur Pallavi Pande combines functionality with sustainability to bring a unique a beautiful product to the table. I have actually put these plates to the test for a birthday beach picnic and I must say I loved the natural look and convenience! Use coupon code, DTOCS20 for 20% off and Free shipping!
13. Neve
Neve (pronounced ne-vay) was born out of long days in the mountains—and the simple realization that fueling those adventures shouldn’t be so hard. Founder Nora Fierman combined her love for food and feeding her friends with her passion for being outside. She grew up outdoors, eventually becoming an endurance athlete, and found it difficult to find on the go food as a vegetarian. What began as a personal need turned into an idea—a better way to fuel, built for athletes, using real ingredients in a format that actually made sense mid-adventure. After years of testing, setbacks, and persistence, Neve came to life in Vail, Colorado as a plant-based, smoothie-style pouch designed for movement.
14. Bowl & Kettle
How would I describe Bowl & Kettle? Unbelievable tasty freeze dried food made from total bosses. After completing the Pacific Crest Trail, Sarah and Brett Bowlin started experimenting with freeze dried meals, transforming some of their favorite dishes to be on the go and trail ready. Not only are their flavors off the charts, but their personalities are even more worth supporting. We have gotten to work with Sarah a few times in the last year or so in multiple collaborations including one of the Nature’s Playbook SeedStakes, and we couldn’t speak more highly of the team! Sarah always goes above and beyond and honestly, she just gives BFF vibes in a totally authentic and outdoorsy way. Needless to say, you gotta give Bowl & Kettle a try! I heard they are even launching a new flavor so the hype is real.
So there you have it. Fourteen epic female founded and owned companies that you can keep in your pocket for every occasion this year. If you have a favorite women owned company you’d like to share, we are all ears! Or eyes, since we’ll be reading it in the comments ;) Cheers to women changing the world!
Before I wrap up here, I wanted to invite you to our book club with Nature’s Playbook. We read books relative to and/or inspired by nature to drive discussion, and then we share experiences based on the book in The Atlas community on NP.
We are diving into our third book, and in honor of Women’s History Month we picked a classic — Silent Spring by Rachel Carson. Stay tuned for a date — we will probably meet next in early June but hold a copy on Libby now or pick one up from your local bookstore to jump in!
Yours truly,
PJ