Fishe in the Press
How a KTUU Feature Captured the Heart of FisheWear
In 2018, KTUU introduced FisheWear as an Alaska brand challenging outdoor apparel. The story focused on color, technical function, and a women-first point of view.
The mission was already clear. Although Fishe was still a young company, Linda Leary described the same ideas women recognize today: useful gear, original fish art, better fit, and more reasons to feel confident outside.
In This Story
Quick Links
The original 2018 KTUU coverage of FisheWear. Select the image to read the full story.
The 2018 KTUU Feature
KTUU's story, “Fishing, Hiking and Fashion,” introduced viewers to two Alaska entrepreneurs challenging familiar ideas about outdoor clothing. FisheWear stood out for combining practical performance with bright artwork inspired by fish and wild waters.
The gap was impossible to miss. While fishing with girlfriends, Linda kept seeing apparel in muted green, gray, or black, with little consideration for how women wanted to move, feel, or express themselves.
Linda described the goal as putting “color and pattern where it hadn't been before.”
That simple observation became a much larger question. Why should women have to choose between technical clothing that performs and outdoor clothing that feels joyful and personal?
The Problem Fishe Set Out to Solve
FisheWear began with a frustration many women already understood. Fishing gear could be functional without fitting well, flattering the body, or reflecting the person wearing it.
The goal went deeper than brighter colors. Linda wanted products created with women in mind from the beginning, including how they fit, how they move, and how they transition through a full day outdoors.
The KTUU story captured that versatility early. Fishe pieces were described as clothing women could wear while running errands and then take directly to the river.
That approach remains central to the brand: performance should support real life, rather than requiring women to become a different version of themselves when they step outside.
Function Meets Fish Art
FisheWear's prints are not camouflage in the traditional sense. They are meant to be seen, with species, water, movement, and place transformed into wearable artwork.
The art makes the gear recognizable, but function gives it purpose. Across apparel, bags, wading gear, and accessories, the brand starts with the demands of fishing and outdoor movement, then adds the visual energy that was missing from the category.
As Linda emphasized in the KTUU interview, the products were “technical and not just a cute, fun pattern.”
That distinction matters. Color may be the first thing someone notices, but comfort, thoughtful fit, movement, and practical details are what allow a product to become part of an angler's regular kit.
Explore the full FisheWear collection to see how that combination now carries across layers, leggings, bags, footwear, wading gear, and everyday accessories.
An Alaska-Born Brand with a Wider Reach
FisheWear was founded in Anchorage in 2015, shaped by Alaska rivers, long fishing days, changing weather, and a community that understands how closely outdoor life and everyday life can overlap.
Those Alaska roots gave the brand more than a location. They created a practical standard for gear and a point of view that values independence, creativity, resilience, and a willingness to challenge old assumptions.
As the community grew beyond Alaska, the original idea traveled with it. Women wear Fishe on rivers, coastal flats, trails, boats, paddleboards, and wherever they feel most alive outside.
The landscapes change, but the need remains familiar: clothing and gear that work hard without asking women to disappear into the background.
Built Around Women and the Community They Create
The KTUU interview was not only about apparel. Linda also spoke about encouraging women to get outdoors and enjoy the company of other women.
That sense of belonging has always been part of the product. Confidence can begin with a piece of gear that finally fits, but it grows through shared days on the water, first casts, hard-earned fish, laughter, learning, and friendships.
FisheWear's community includes experienced anglers, first-time fishers, guides, artists, travelers, mothers, business owners, and women who simply want more reasons to step outside.
They do not need to look, fish, or adventure in one prescribed way. The common thread is the freedom to take up space, try something new, and bring their own style with them.
Learn more about the story and purpose behind FisheWear.
Why This Local News Feature Still Matters
Press coverage can capture a company at a particular moment. This KTUU story preserved FisheWear near the beginning, when the assortment was smaller but the mission was already clear.
The original purpose survived the growth. Fishe still connects technical performance with expressive design, and it still measures success through the confidence and community women find outdoors.
It also reflects something important about Alaska entrepreneurship. Strong ideas can begin in a local showroom, beside a river, or in a conversation among friends, then reach people far beyond the place where they started.
Visit the FisheWear press page for more interviews, profiles, awards, and stories from the brand's journey.
About This Archive Update
Preserving the Moment, Expanding the Story
This article preserves the original 2018 KTUU feature, publication context, historic image, and author credit while adding current background about the FisheWear mission.
The reporting details are drawn from the original Alaska's News Source article. Brand history and mission details are based on FisheWear's current About and Press pages.
Frequently Asked Questions
What was the KTUU feature about?
The May 2018 story profiled two Alaska entrepreneurs changing outdoor apparel. FisheWear founder Linda Leary discussed the need for colorful, technical fishing clothing designed with women in mind.
Who founded FisheWear?
Linda Leary founded FisheWear in Anchorage, Alaska, in 2015 after recognizing that women had too few fishing apparel choices combining function, fit, color, and personality.
What makes FisheWear different?
FisheWear combines women-first fit and outdoor function with original fish-inspired artwork. Its products are designed to help women feel comfortable, capable, and fully themselves outside.
Is FisheWear only for fly fishing?
No. The brand began with women's fishing apparel, but its clothing, bags, footwear, and accessories are used for fishing, hiking, paddling, travel, and everyday outdoor life.
Where can I read the original KTUU story?
The original article remains available through Alaska's News Source and is linked near the beginning of this page and through the historic feature image.
Related Reading
How FisheWear Revolutionized Women's Fishing Apparel
Read the fuller founder story behind FisheWear's function, color, confidence, and community.
Focus, Patience, and Reward
Hear Linda reflect on confidence, leadership, and the lessons fly fishing carries into life.
Linda Leary on Fly Fishing, FisheWear, and Building a Brand
Listen to Linda share her fishing roots, business lessons, and vision for women on the water.
Where Bold Women and Wild Waters Meet
Find Your Version of the Outdoors
FisheWear was built to help women move, fish, explore, and show up with confidence. Start with the gear, follow the artwork, and make the experience your own.
