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16 Women-Led Brands to Shop This Holiday Season

Here are our picks for female-forward shopping this holiday season.

Heading out the door? Read this article on the new Outside+ app available now on iOS devices for members! Download the app.

There’s Cyber Monday, Small-Business Saturday and Giving Tuesday, but there is another buying day in the mix. November 24, 2021 was the third annual Women-Led Wednesday—a nationwide initiative to promote holiday shopping from female-led and female-founded brands.

WLW was established by Cassie Abel, co-founder of the women’s outdoor apparel brand Wild Rye, while trying to find a way for her brand to be involved in more meaningful ways. This purpose-driven holiday is intended to highlight the importance of women-owned businesses to create a more gender-balanced economy. And not just within the outdoor space. “Women, in general, don’t fit into a single box,” says Abel. “It was important for the platform to be a resource to discover brands across different categories and products aimed at not only women but men and kids.”

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This year the Women-Led Wednesday’s site includes a business directory with more than 500 women-led companies across active apparel, beauty, travel, home, fashion, and even virtual fitness. The day might be over, but we’ve rounded up some favorite WLW brands. Chances are you’ll find something for everyone on your list.

Sarah Marie Design Studio

Gray pullover sweatshirt

Kinda Wanna Go for a Run Sweatshirt | $68

For all the runners or fitness-focused individuals in your life, this woman-owned lifestyle brand will supply you with the perfect gift every time. There will be no need to include a gift receipt for this comfy and soft sweatshirt with a message we can all relate to.

Piece Out

Collage of llamas

Llama Jigsaw Puzzle | $28

We all got into puzzles during the pandemic, right? Instead of the typical florals or mountainscapes, this brand offers fun, cheeky designs like this one, covered with the it animal of the moment: Llamas. Your bestie will appreciate a winter activity for when they’re stuck indoors.

Alex Woo

Silver lightning bolt necklace close-up and on model

Rock Star Lightning Bolt Necklace | $148

In search of something to spoil or celebrate someone who has been a positive light during a tough year? New York-based jewelry designer Alex Woo has been creating timeless pieces for over 20 years.

Lucky Dog Design

Thank-you card with candle and stamps

Thank You Card Bundle | $25

Did last year’s quarantine draw you back to embracing snail mail? Then some fresh notecards are a stellar gift idea for writing to all of your loved ones. Lucky Dog Designs was founded by Kayla and cofounded by Odin, her sweet dog who likes to sniff mail. Thick cardstock, a felty feel, and sweet messages will make the recipient feel warm and special. Pick up some holiday cards to send out for yourself while you are shopping.

Carve Design

Cream pullover sweater

Windsor Top | $79

We’re all embracing more comfort and coziness these days. What began as a surf company started by two friends, Carve now offers lifestyle options for all kinds of casual looks. This sherpa pullover is perfect for any holiday gatherings or winter Zoom calls.

Title Nine

Woman in sports bra and leggings jumping over a log

Run It All Racerback Sports Bra | $75

A proud financial supporter for Women-Led Wednesday is Title Nine, aptly named for the civil rights law that requires gender equality in publicly-funded education. Title Nine offers activewear from swimsuits to outwear, keeping you covered all 12 months of the year. This racerback is one of the brand’s highest-rated sports bras. The pullover style will keep you supported the entire length of your run.

Always Fits

Bigfoot Crew Socks | $13.95

Ashley Judge, the creator of this site whose tagline is unique gifts for unusual and cool people, seems to have a knack for finding the best gag, silly, or of-the-moment presents. Whether you’re a fan of Schitt’s Creek, Golden Girls, puns or Bigfoot, you’ll find something on this site!

Erica Sara


A Moment in Time Necklace | $98.00

Combining her innate creativity, fashion-savvy, and love of running, Erica Sara created her jewelry line in hopes to inspire women to dream big. Commemorate a return to racing or extra special PR with this personalized time-stamped sterling silver necklace. Each one is handcrafted in Sara’s North Carolina studio.



AMD Boxy Long-Sleeve | $58

This Seattle-based women’s activewear company works with some of the best in the running world but they’re more than just about helping women look good when they sweat. Oiselle’s mission: make a great product, improve the sport, and build the sisterhood. Just one of the items we love is from a collection inspired by Oiselle’s director of sports activism: Alison Mariella Désir.

Wild Rye


Wild Rye Imogene Shacket | $190

Versatile activewear for all activity levels, Wild Rye was conceived to help women celebrate their love of the outdoors by keeping them protected and safe. Stay snug and warm with this cute floral-lined shacket.

Noso Patches


Chameleon Vert Patch | $14.99

Founder Kelli Jones was disappointed by the number of people using duct tape to fix holes in their outdoor gear. She was determined to find a solution that not only worked better but looked better. These patches have a tight hold and fun designs like animals, favorite foods, and pretty florals prints.



The On-The-Go Zip-Up Jacket | $95

The swimwear-centric brand known for using eco-friendly materials, bright colors, and inclusive sizing has recently expanded into active and loungewear. With the same chic aesthetic as their bikinis and one-pieces, this windbreaker will be useful come rain or shine.

Happi Headware

Blue stretch headband

Waves Winter Headband | $20

Founded in January 2017 by a 16-year-old whose curly, frizzy hair was a constant conflict with her love of the outdoors, Happi Headware offers soft thick headbands in fun prints. Alyssa, now 21, wanted to create comfortable headbands that were fashionable and functional and help you #tamethefrizz, no matter if you are hiking a mountain or running errands. All your long-haired runners or active friends will appreciate one of these.


Black leggings with checkered side stripe on model

Checker Stripe Legging | $98

High-performance tights that are quick-drying and moisture-wicking, wrapped in a super fun and sleek print. Hit a yoga class or pair black booties and an oversized sweater for a comfortable party look.



Ez Joggers | $85.00

Created by two friends who had a simple concept: running clothes by runners, for runners. The result is a collection of functional and well-designed activewear for women and men. These joggers are equally comfortable in a stretchy fabric as they are flattering.



Best-Seller Mix Pack | $58

Founders of Maker Sarah, Kendra, and Zoe are on a mission to deliver the best wine from small, oft-overlooked wineries. And they do that in the form of single-serve, beautifully crafted cans. Giving a new meaning to the old six-pack, this collection of best-sellers includes vegan-friendly Zinfandel, Rosé of Grenache, and Sparkling Sauvignon Blanc. Cheers!

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