Sarah Macdonald is aiming to have Doe a Deer NZ Ltd clothing in fishing and hunting and sports stores by this summer.
She hopes the high-performance clothing, specially designed for women keen on hunting and fishing, as well as other outdoor pursuits such as farming or tramping, will fill a gap in the market.
"With such rigorous physical activity the discomfort of poorly fitting gear is a significant hindrance to women in the back country, until now,'' she said.
The range, made from wool and other fabrics more commonly seen in sports gear, would include waterproof jackets, bush shirts, basic T-shirts and shorts, as well as casual shirts.
As someone who enjoyed leaving the mod cons of the city behind for the great outdoors, she said the idea for the label was born when she accompanied a friend on a hunting trip.
She had used subsequent hunting trips as a chance to trial the clothing.
"It's been important part of this to get out there. I've tweaked a few things and it's really functional.''
Miss Macdonald and Doe A Deer NZ Ltd were being mentored through the business start-up years by the Dunedin Fashion Incubator (Dfi). The company entered full-time incubation in September 2007.
