DSG stands for Doing Something Great and has been the motto driving our women’s exclusive outerwear brand since its inception in 2010. Back when DSG first began, it was specifically focused on the niche market of snowmobiling. Other brands solely focused on their men’s apparel and the ladies were left with a few not-so-great choices with pink stitching and scaled down sizing (“shrink it and pink it” we like to call it). Wendy Gavinski, the founder of DSG, was frustrated with this and decided to make a difference for women who loved to snowmobile by starting the first and only 100% women’s snowmobile outerwear brand.

As DSG quickly grew, she realized there were plenty of other outdoor markets that had the same needs—and were coincidentally other personal passions of hers! In 2017, DSG launched a women’s specific hunting line and quickly teamed up with Fleet Farm to fulfill their needs in the market place. Next up for DSG is a women’s exclusive ice fishing line that will be offered in select Fleet Farm stores soon!

DSG’s brand reputation has been carefully built and maintained by providing woman designed, perfected, and tested outerwear to these rapidly growing niche outdoor markets. DSG is proud to hold a place in this market as a prominent, woman-owned company!