We’ve all heard the story about the hobbyist-turned-entrepreneur: the diver turned dive store owner, the traveler who started a travel agency, biker who started a Harley store, etc.
Well, that’s exactly why Dirty Jane was founded.
I started mountain biking in Whistler, BC in 2002 when there were only a handful of women standing in the lift line to ride the downhill trails. And shortly after getting set up with a bike and helmet, I realized the gear I was wearing -- hello, cotton t-shirt and oversized men’s Roach shorts (remember those?!) I was wearing -- just wouldn’t cut it.
But finding comfy, cool, high-quality cycling clothes made to fit women’s bodies, that didn’t have seams where seams should never be and that were available in colours other than black and grey was virtually impossible.
The local bike shops catered to men (and mostly still do!). And shopping online wasn’t a thing back then (oh, how much did I just age myself?!)