Lured Outdoors is a new kind of outdoor apparel brand on a mission to empower women through outdoor sports and beyond.
Last year 13.5 million women bought a fishing license, yet not a single company out there is making clothes specifically for them. Women anglers are pushing the boundaries of professional fishing by the day, yet every advertisement depicts them sitting pretty while the men get all the action. Modern bass fishing has grown into a multibillion-dollar industry, yet it’s still catering exclusively to men. Lured Outdoors was born from the simple idea that these women deserve more.
Our mission goes beyond just creating fashionable and functional outdoor apparel for women. We’re here to push the boundaries of how women in outdoor sports are treated. We’re here to shatter the idea that the world of outdoor sports is a boys club. We’re here to create a culture for all the badass women making moves and taking names, both in professional fishing and beyond.
Gretchen Pettit is creative entrepreneur with a passion for clothing, style, and pushing boundaries. After she started attending professional fishing competitions with her husband, she noticed that every single woman there was dressed in men’s gear. Looking deeper, she discovered that there wasn’t a single company making fishing gear specifically for women. Combining her passion for clothes with her reverence for the badass women taking on the world of outdoor sports, Lured Outdoors was founded in 2019 on the simple idea that women deserve more.
In addition to being an entrepreneur, she’s a mom, wife, and fiercely loyal friend who values those she loves above all. She currently lives and works in Washington state with her husband and children. When she’s not working, you can find her spending time with her family, listening to music, out to dinner with her best friends, or snuggled up in bed with a big cup of coffee.