Frustrated at the lack of suitable and stylish options on the market, Danielle Vague set out to bring a truly unique item to the female fishing and outdoor world. She is proud to be the innovator of the first fishing and outdoor dress: designed to empower women to embrace their passions, whilst ensuring style and protection. Northern Tide Apparel‘s mission is to encourage, support and inspire women. They aim to challenge unrealistic body image standards by creating practical styles that suit most body types, striving to make women feel good and look amazing as they enjoy the outdoor activity they love. They also have a gorgeous young crew range for the little people in your life. Here Danielle talks to The Natural Parent Magazine about the passion behind Northern Tide Apparel, the pros and cons of running her own business, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
As an avid angler and lover of the outdoors, I often found myself frustrated by the limited options for fishing and outdoor gear designed specifically for women. Many products either didn’t fit correctly or featured designs that felt more like a caricature of the sport, often with a huge jumping fish as the logo, which just didn’t resonate with me. I wanted to create something that allowed women to look good and feel great whilst staying sun protected in style.
Northern Tide Apparel was born and the first Fishing and Outdoor dress created: designed to empower women to embrace their passions, whilst ensuring protection and style at all times.
The launch: How did you start out in the beginning?
The journey to launching Northern Tide Apparel was a long one, with my confidence occasionally holding me back. I designed my first dress in 2017, but it wasn’t until 2021 that I finally launched the brand. During those years, I sewed prototypes at my kitchen table and conducted extensive research to better understand the needs and preferences of women who love fishing and outdoor activities. I connected with fellow anglers and outdoor enthusiasts, gathering valuable insights about their experiences and frustrations with existing gear.
After the birth of my second son, and whilst on maternity leave, I finalised the designs. I launched a small batch of the Fishing and Outdoor dresses to test the market and shared our story on social media, reaching out initially to the Northern Territory community of women. The response was overwhelmingly positive, encouraging me to expand and grow the brand.
From those early days of passion and determination, Northern Tide Apparel has evolved into a brand that truly resonates with women seeking both style and functionality in their outdoor gear. It’s been an incredible journey, and I’m excited to continue empowering women to embrace their adventures in the great outdoors!
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough for Northern Tide Apparel came when I realised that our community of women where not just looking for functional outdoor gear – they were seeking a brand that understood and celebrated their lifestyle. This insight transformed how I approached product development and marketing.
After our initial launch, I began to actively engaging with our customers predominantly through social media, inviting them to share their experiences and photos. This not only built a loyal community but also allowed open communication and to hear what they wanted different in my designs and features.
Yin and Yang: How do you balance work and family?
Balancing work and family can be challenging at times, but I’ve thankfully refined my approach over the years. In the beginning, the demands of launching a new business while raising two young boys were quite consuming. I often found myself working late into the evening once everyone was asleep, which almost led to burnout.
Now, I’m fortunate to work exclusively on Northern Tide and have built a small support team to help manage the workload. One of the most important lessons I’ve learned is the value of setting boundaries. I make it a priority to fully engage with my family during our time together, which means silencing notifications on my phone after a certain hour to minimise distractions.
This practice allows me to be present with my family while still dedicating the necessary time and energy to my business. It’s all about finding the balance and knowing when to switch off, so I can recharge and be my best self for both my family and my work.
