About

Upstream Together

Founded by the four of us, childhood friends from Texas, Soča was born from our annual fly fishing trips that began in 2018. These getaways offered more than just vacation, they provided an opportunity for us, now scattered across the country in our late thirties, to reconnect and create new memories together.
During our adventures on the river, we identified a significant gap in the outdoor apparel market: high-quality, well-designed fly-fishing clothing specifically created for women by women. We named our company after the stunning Slovenian river we fell in love with during our inaugural fishing trip. Our mission with Soča is to bridge the gap between fashion/trendy and function/mountain rugged for women's fly fishing apparel.
We're dedicated to equipping women with both clothing and confidence to experience the fly-fishing world, fostering greater inclusivity in a predominantly male-dominated sport. United by our love of the outdoors and commitment to friendship, the four of us are bringing our unique perspective to an industry that has long overlooked the needs of female anglers.

woman in fly fishing shirt in a river with mountains in the background

FROM HIGH QUALITY MATERIALS TO EXPERT CONSTRUCTION TECHNIQUES, OUR WOMEN LED TEAM CREATES VERSATILE FLY FISHING APPAREL THAT STANDS UP TO CHALLENGES OF NATURE WHILE ALSO LOOKING GREAT.

Each Soča piece is thoughtfully created with meticulous attention to detail. Our team oversees every step of the manufacturing process, ensuring each garment reflects both our commitment to quality and our passion for functional design. We've carefully selected materials that perform in all environments while prioritizing comfort and style. What you see isn't just clothing, it's the embodiment of our vision to create women's fly fishing apparel that celebrates women on and off the water.

Soča Launch

Over the past two years, we’ve been hard at work attending fabric fairs and fly-fishing shows to thoughtfully develop three products we’re excited to launch for you. The fabrics are high-tech and performance-driven, quick-drying, moisture-wicking, and rain-repellent, perfect for a full day on the water. Just as important, we’ve designed the seams, buttons, and stitching to look as good as they perform.
Brand Creation

After years of struggling to find fly fishing apparel that truly served women's bodies and aesthetic preferences, we transformed our frustration into action. In late 2023, Soča was born, a brand created by women, for women, founded on friendship and a shared passion for the outdoors. Our company name honors the river that rekindled our connection and inspired our entrepreneurial journey.
Untapped Opportunity

As women participating in a sport traditionally dominated by men, we identified a major gap in the outdoor clothing industry for apparel specifically tailored to meet women's needs. Market research confirmed what we had experienced firsthand: according to a 2023 Ipsos survey, a staggering 80% of female anglers didn't feel gear or apparel was designed with women in mind. This data validated our mission and strengthened our commitment to fill this significant gap in the industry with thoughtfully designed, functional, and stylish apparel specifically tailored for women's bodies and preferences.
Soča River

Our inaugural expedition in 2018, took us to the scenic landscapes of Slovenia, where we encountered the Soča River, known for its clear, blue-green waters. The calm surroundings and unique color of the river made a lasting impression on us - so impactful that years later, when our business vision formed, we knew exactly what to name our venture. The beauty of the Soča River became emblematic of our renewed connection, leaving an indelible mark on all four of us.
First Casts Together

In an effort to prioritize our friendship despite the miles between us, we initiated annual ladies fly-fishing trips. These weren't just vacations, they became reunions where we could disconnect from daily responsibilities and reconnect with each other. On the river, time slowed down, allowing us to rediscover our bonds as adults while creating entirely new memories together.
Scattered Friendship

As we entered our thirties, life's currents pulled us in different directions across the country. Our careers, relationships, and personal journeys created geographical distance between us, making it increasingly challenging to maintain the close bonds we'd formed growing up in Texas. Though technology kept us connected, we found ourselves missing the depth of in-person connection that had defined our friendship for decades.
Texas Roots

We are four women who grew up side by side, our lives intertwined with laughter, late-night talks, and countless adventures across Texas. From sleepovers and campouts to road trips and visits to the State Fair, we built more than just memories, we built a sisterhood. Those years shaped us, laying a foundation so strong that no amount of time, distance, or life twists and turns could ever shake it.

Soča Launch

Over the past two years, we’ve been hard at work attending fabric fairs and fly-fishing shows to thoughtfully develop three products we’re excited to launch for you. The fabrics are high-tech and performance-driven, quick-drying, moisture-wicking, and rain-repellent, perfect for a full day on the water. Just as important, we’ve designed the seams, buttons, and stitching to look as good as they perform.

Brand Creation

After years of struggling to find fly fishing apparel that truly served women's bodies and aesthetic preferences, we transformed our frustration into action. In late 2023, Soča was born, a brand created by women, for women, founded on friendship and a shared passion for the outdoors. Our company name honors the river that rekindled our connection and inspired our entrepreneurial journey.

Untapped Opportunity

As women participating in a sport traditionally dominated by men, we identified a major gap in the outdoor clothing industry for apparel specifically tailored to meet women's needs. Market research confirmed what we had experienced firsthand: according to a 2023 Ipsos survey, a staggering 80% of female anglers didn't feel gear or apparel was designed with women in mind. This data validated our mission and strengthened our commitment to fill this significant gap in the industry with thoughtfully designed, functional, and stylish apparel specifically tailored for women's bodies and preferences.

Soča River

Our inaugural expedition in 2018, took us to the scenic landscapes of Slovenia, where we encountered the Soča River, known for its clear, blue-green waters. The calm surroundings and unique color of the river made a lasting impression on us - so impactful that years later, when our business vision formed, we knew exactly what to name our venture. The beauty of the Soča River became emblematic of our renewed connection, leaving an indelible mark on all four of us.

First Casts Together

In an effort to prioritize our friendship despite the miles between us, we initiated annual ladies fly-fishing trips. These weren't just vacations, they became reunions where we could disconnect from daily responsibilities and reconnect with each other. On the river, time slowed down, allowing us to rediscover our bonds as adults while creating entirely new memories together.

Scattered Friendship

As we entered our thirties, life's currents pulled us in different directions across the country. Our careers, relationships, and personal journeys created geographical distance between us, making it increasingly challenging to maintain the close bonds we'd formed growing up in Texas. Though technology kept us connected, we found ourselves missing the depth of in-person connection that had defined our friendship for decades.

Texas Roots

We are four women who grew up side by side, our lives intertwined with laughter, late-night talks, and countless adventures across Texas. From sleepovers and campouts to road trips and visits to the State Fair, we built more than just memories, we built a sisterhood. Those years shaped us, laying a foundation so strong that no amount of time, distance, or life twists and turns could ever shake it.