Officially launched at Outdoor Retailer in August, Dolly Varden apparel can be best classified as fly fishing meets adventure travel. Started by Dan and Joanne Berezan, the couple came up with the idea during a fishing trip to Argentina where they realized there was a need for clothing that you can wear during your outdoor activities, but also be able to wear while traveling through urban areas.
Made entirely in the USA, Dolly Varden designs combine street fashion with technical fabrics, making them wearable in pretty much any environment. The company plans to continue to support employment in the USA through their relationships with factories, suppliers, and reps.
Dolly Varden is the name of a specific trout—a species of salmonid native to cold-water tributaries of the Pacific Ocean across Asia and North America. Just like the fish, Dolly Varden apparel not only looks great, but also performs well on the water or during any other outdoor activity. A variety of fabrics offer up sun protection, wicking and quick drying abilities, odor resistance, and cooling during warm weather.
One product in the inaugural apparel collection is the Bitteroot Cargo Short ($99). Made from a durable stretch nylon and viscose Bengaline fabric, the shorts use zippered pockets for secure storage and military-inspired web belt loops for a little fashion flair. The Roaring Fork Shirt ($109) combines cotton and spandex with CoolMax, for the perfect combination of stretch, strength, wicking and quick dry. With classic button down styling, this plaid shirt features a zippered chest pocket and pleated back.
You can order Dolly Varden apparel from the company website. Right now it appears they have only men’s apparel available to order, but I know the women’s will be available soon. Funnily enough, I met Darren—the bearded guy who stars in all their lifestyle brand images—in Crested Butte over the weekend.