Arts Thread

This project was developed for Desolve Supply Co. (Evolve Outdoors) as part of a client brief exploring opportunities within their fly fishing range. As a recreational fly fisher, I’ve often walked into stores excited to find gear I like, only to discover it’s available exclusively in men’s sizes, or that the women’s version has been stripped back, simplified or coloured pink. In the hunting and fishing industry this “shrink it and pink it” approach remains common. Talking with women who fly fish revealed they don’t want different or less. They want equal performance, functionality, visual design, and a fit that works for women’s bodies. Interviews and a survey of New Zealand women fly fishers highlighted how traditional vests can become overloaded, resting heavily on the chest while also blocking visibility of foot placement in the river, increasing the risk of slips and falls. In response, the Axis hip pack provides a more efficient, boob-friendly alternative, with a belt designed for a women-specific fit and a straight-fit option for men. The pack sits comfortably around the hips and rotates one-handed around a fixed belt without snagging on clothing or waders. Modular attachments support different setups, keeping gear secure, organised, and easily accessible so anglers can focus on the fish, not their gear. Kaitautoko / Contributors: Alex Broad Rachel McNae Leigh Johnson Members of Women on the fly Kaiwhakaako / Lecturer: Tim Armstrong