In this episode, Cassie Abel, founder and CEO of Wild Rye, shares the story behind building a women-first outdoor apparel brand rooted in the mountain town of Ketchum, Idaho. The conversation covers decision-making under pressure, the challenges of raising capital, and the unique energy that comes from building a brand with heart. Cassie also opens up about the early chaos of launching Wild Rye, including a flawed first product run. It’s a candid and insightful episode for anyone curious about what it takes to grow a purpose-driven business in the outdoor industry.