DSG Outerwear, was founded in 2010 by Wendy Gavinski after many years of her own personal frustration with the limited selection of women's outerwear for snowmobiling and skiing.There were a few larger companies making decent women's gear and apparel, but very few that actually had a feminine fit or a designer look. The goal was set and completed later that year when DSG Outerwear burst onto the scene in September 2010 with a casual line and immediately connected with the female audience. The reaction was overwhelming and others saw the vision as well!
Next up for DSG was an outerwear line to fulfill the buzz growing around as a result of the casual line. By the 2011, the first ever DSG outerwear collection was ready to go and it was like nothing else anyone had ever seen before. Complete with rhinestone accents, a feminine fit, quality materials, and a vibrant color scheme, the outerwear made an on-the-spot impact. Behind the scenes, the DSG staff was hard at work aligning themselves with key retailers. Simultaneously, DSG rapidly gained fans of their brand thanks to a grueling trade show schedule coupled with a marketing plan you would be more apt to see from an innovative tech company, rather than a niche women's apparel business.
The travel, hard work, and marketing paid off in a big way! For the 2012 season, DSG Outerwear secured distribution with Yamaha Motor Corp. and Western Power Sports, Inc. (WPS), one of the most credible distributors in the power-sports market with extensive and dedicated retailer/dealer networks! Fast forward to 2015 and DSG signed on with Mountain Sports Distribution (MSD) as their exclusive Canadian distributor, bringing their expertise of mountain sports into the picture. This helped to dedicate focus on building a great product lineup which can be found in our catalogs today. DSG Outerwear now has a truly unique line of women's snowmobile gear and clothing designed by women who demand to get the look and function they want!
Beyond snowmobiling, Wendy and the DSG Outerwear team had always planned to diversify into other markets. Next up was hunting outerwear because of the same lack of women's outerwear available in this sport. Hunting is another sport we are highly passionate about and a segment we wanted to be involved in. Back in 2015 at the DSG Outerwear office, we reached out to the Wisconsin State Representatives about a new proposal to make pink legal for hunting in seasons that use firearms. The bill that is now passed and legal called the Blaze Pink Bill, was the perfect motivation to launch our hunting segment of the business. Wendy had been secretly designing and developing outerwear and lifestyle apparel for this segment for a few years.
The hunting apparel line follows the same concept of being highly functional, with an emphasis on a true feminine and fashionable fit (including plus sizes). Obviously, the function of outerwear is very important to a hunter in order to stay warm and dry. That’s why DSG only uses quality materials and components built by designers and production specialists with over 40 years of experience in making quality outerwear.
Within the all new DSG Outerwear hunting line that was released late in the summer of 2017, you will find everything from highly functional performance layering pieces to insulated jackets that are perfect for all types of hunting. Within our hunting line we offer traditional blaze orange, several Realtree and Mossy Oak camo pattern options. Outerwear, layering, and gloves are a necessity for your hunt, but in addition we offer a full line of casual apparel as a fashionable option for after the hunt.
In 2019, DSG Fishing was born first with the launch of ice fishing outerwear, base layers, gloves and casual wear, and in the spring of '21 we introduced our open water fishing line which includes technical rainproof outerwear, UPF shirts, shorts, and accessories. With the launch of these additional lines, we now have offerings for each season!
In 2021 we launched our battery operated heated apparel line that consists of a heated vest, heated gloves and heated socks. We will continue to expand this offering like we do with all of our other lines as the demand grows.