Georgia Grace Edwards

Post-pitch story

Gnara — the outdoor apparel brand formerly known as SheFly — returned to The Pitch in Season 11 with its signature product: hiking pants with a patented zipper design that lets women answer nature's call without undressing. Founder Georgia Grace Edwards had pitched the concept before, and the return appearance showcased how far the rebrand and the business had come. The momentum has continued since the episode aired in July 2024. In December 2024, Gnara secured $100,000 from the Greater Colorado Venture Fund, part of a wave of rural-focused venture investment in the state. The brand's retail footprint has expanded considerably — its products are now stocked by major outdoor retailers including REI, Title Nine, and Moosejaw, a significant vote of confidence from buyers in a competitive category. Edwards has become something of a poster founder for building an outdoor brand outside the traditional coastal startup hubs, growing the company from Colorado's Western Slope. What started as an awkward conversation about bathroom breaks on the trail has turned into a legitimate outdoor apparel brand with national distribution — and one of the more feel-good follow-ups of the season.