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Fierce Hazel

High-quality products for cyclists, outdoors people, and the travel-minded adventurer.

In: Gear >

Our mission is simple: Use fewer resources now so future generations can thrive. We want Fierce Hazel’s products to appeal to everyone and with the least possible harm to the planet. Excessive consumption is unsustainable for the planet. Period.

Being a small business is great because we get to build things the right way from the ground up.  Being self funded allows us to focus on our product without the pressure of churning constant profit.

Minimizing waste is a top priority so we chose to use rescued material from the factory floor and to sustainably produce in an ethical factory. It’s how we do it, because it’s the right choice for us, the workers, and the planet.

Our products are made entirely from deadstock—specifically, unused fabric left over at the factory by bigger clients that overestimated the amount required for production.

The Evolution Convertible Backpack is made from remnants that otherwise would have been sent to the landfill. We rescue those pieces and repurpose them for the exterior fabric. It’s synthetic but is considered eco-friendly.

We feel confident that the factories we work with pay a living wage with reasonable working hours and a good work environment. We support fair wages, no child labor, and gender equality. There is no sustainability without ethics.  We manufacture only a small amount… just the amount we think we can sell. The price per item is higher but the benefit is less waste.  e use 100% sustainable packaging material.

We never use plastic bags, and all of our packaging is either compostable, fully recyclable, and/or made from post-consumer waste. At Fierce Hazel we are conscious of our own sustainability within our office and we reuse and recycle every item we can. Our trims (zipper, clasps, webbing, linings, etc.) are all on-stock material so as to not create more waste with custom production. We are concerned with animal welfare and use no animal-derived materials in making any of our products.

We stand behind our products with a 100% satisfaction guarantee. If you don’t love it, we have a no-questions-asked return policy for 90 days after you purchase the product.

We are committed to not adding more waste to the planet, and we believe you are too. Together, we have the power to reduce the massive waste problem affecting our ecosystem by investing in quality pieces and supporting sustainable designers.

Hey! I’m Frankie and I started Fierce Hazel when I needed something that didn’t exist—something so obvious and necessary—a small, technical pouch to keep my stuff safe and organized when I bike.

When my things are in order, my life is in place and I feel calmer. I also like to ride my bike, travel, and drink good coffee. Okay, I also love my dogs, avocados, bourbon, and all those other cliché things. Except for kale. I hate kale.

My 20s: I studied photography and printmaking in college and went on to earn a master’s degree in fine art in Los Angeles. I was a big girl who shopped in thrift stores for men’s clothes—not to be cool but to find something that fit my XL body.

This taught me to create what I need, and I learned that there is a certain satisfaction in taking control and solving a problem.

While thrifting, I found a pack of sewing tags that read Specially Fashioned by Hazel, and my art-school self thought using those labels would be perfectly.

My 30s: Growing to almost 300 pounds, I was struggling to find clothes that fit. Something I could wear that felt good, unique to me, personal—the freedom to be myself. I found that freedom in a bag. Bags, wallets, purses—they were always the right size. They always fit and kept my things safe. A few years before I hit 40, I left an abusive relationship, and I had my first taste of real freedom. Finally…I took control of my life. It felt so good.

40s: My life changed again when my sister took me on a bike trip along the Blue Ridge Parkway for my 40th birthday. Cycling became a place of exploration; I discovered new athletic challenges and the real freedom I’d always sought. For the first time, I was a happy kid.

On my bike, I can choose where I want to go, for how long and who with. I am in control and living in the moment. There are no rules.  So I ran with it. Freedom took center stage. I biked the Alps in Italy. I explored Southeast Asia. Danced the streets of Havana. Fell in love with Paris.

It was while traveling that I returned to my first passion, the camera, for a photo book that investigates global consumer culture. Mall life in Singapore. Villages in Myanmar. Town squares in Iowa. Luxury shops in Hanoi. Photos of detergents, groceries, clothing, toothpaste… Then, as I edited thousands of images as an artist in residence at the Cité des Arts in Paris to finish the book, I began to see the pervasiveness of plastic around the globe. I began to understand how enormous the problem is.

50s: By the time I turned 50 I was ready. Ready to own my age. Ready to work for me. Ready to leave the desk job. Ready to take control of my life. Ready to be fierce.  Determined not to age gracefully, I painted “Fierce AF” on the back of a thrifted jacket and started life anew.

On the bike, I wanted a pouch to keep my stuff safe. I need to be prepared and have fewer things to worry about. I could never find a pouch that was quite right, and I was tired of living in a world designed for someone else. That’s when I remembered what worked for me in college—just create something of my own. It was time to make something for me. I wanted to create the lightest, most functional cycling wallet possible. Something eco-friendly, sustainable. Unique. And I did it.  Something that can help you take your journey anywhere. Find your own freedom like I found mine.

I'm committed not to adding more waste the planet so I'm using rescued material from the factory floor to sustainably produce everything. It’s how I wanted do it, because it’s the right choice for me, for us, the workers, and for the planet.

ironic, so I stitched them into everything I made.

Small Business

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