Beyond the Pitch Ep. 3 — Fresh Voices, Big Visions (Finalists Pt. 2)

Written By Tarin O'Donnell

Part two of my Beyond the Pitch series with Title Nine is here. In this episode, you’ll hear from four more 2025 PitchFest finalists. Each of these women-owned brands started with a simple truth: if you can’t find what you need, build it yourself. From performance socks with a ruffle to work pants that actually fit, sports bras for fuller busts, and surf hats that stay on through wipeouts—these founders are proving women entrepreneurs can reimagine entire categories.

The throughline of this conversation? Style that performs, products born from lived experience, and founders who dream big without losing sight of community.

Socks With a Ruffle (and a Purpose)

Sam and Abby met on a double date and quickly discovered a shared love of running—and a shared frustration with boring, male-focused sock options. Saturday Strides was born from that conversation, and their first product, the Saturday Ruffle, bridges fashion and function in a way no one else had tried. The validation came fast: months of organic feedback before they even launched confirmed women wanted something fun and technical for the miles ahead.

Their lesson? You can learn every skill you need along the way—whether that’s running ads, building a site, or taking your product from idea to market.

Workwear That Finally Fits

Anna Myers founded Dirty Birdy out of necessity. After buying a fixer-upper house in the Santa Cruz Mountains, she realized the “women’s” workwear she could find was nothing more than shrunk-down men’s pants that didn’t fit or flatter. Dirty Birdy changes that. With carpenter pants, boot cuts, and utility leggings designed specifically for women’s bodies, Anna is building durable gear that works in the shop, in the field, and beyond.

Her biggest challenge so far? Forecasting inventory as a young brand. But the community response makes the effort worth it: from arborists to wedding photographers, women are putting Dirty Birdie pants to the test in every corner of their lives.

Solving the “Two-Bra” Problem

For years, Charlene Assam wore two sports bras just to make workouts possible. Frustrated and determined, she launched Luxxefit to serve women with D–J cups who have long been left out of performance wear. After surveying more than 400 women, she designed the Treadmill Bra: wire-free, supportive, and built for real movement.

Charlene’s path hasn’t been easy, balancing a full-time CPA career with founding a brand, flying to factories in China to cut out the middleman, and pushing through the moments she wanted to quit. Her bold vision is clear: Luxxefit on retail shelves everywhere, giving women the support they deserve without compromise.

Surf Hats That Stick (and Stand Out)

Emily Li left her tech career behind after one too many surf sessions spent fighting a hat that wouldn’t stay on. She designed what she couldn’t find: a surf hat that actually works and looks good doing it. Peach Surf Co. brings color, style, and confidence to a sea of black wetsuits, and it’s already carving space in the surf community.

For Emily, the lesson has been consistency, showing up, experimenting, and learning as you go. Her vision reaches far beyond hats: she sees Peach Surf Co. growing into a head-to-toe lifestyle brand for water lovers of every kind.

Lessons From the Founders’ Table

Across all four stories, some themes stood out loud and clear:

  • Starting small doesn’t mean dreaming small

  • Community is fuel for growth

  • Imposter syndrome is real—but learning new skills builds confidence

  • Collaboration matters more than competition

These aren’t just products, they’re proof of what happens when women founders take their ideas seriously and invite us along for the ride.

Why You’ll Want to Hit Play

✅ The story of how a double date led to a performance ruffle sock
✅ Dirty Birdy’s path from fixer-upper frustration to functional workwear
✅ How Luxxefit is solving the “two-bra” problem for fuller busts
✅ The surf hat that inspired Peach Surf Co. (and what’s next)
✅ Honest lessons on growth, grit, and imposter feelings
✅ Big visions: from retail shelves to lifestyle brands

Connect With the Finalists

Stay Connected

• Follow the podcast: @tarin.it.up.podcast
• Subscribe for new episodes & founder spotlights: tarinitup.myflodesk.com/tarinitup
• ☕ Support the show: Buy Me a Beverage

About This Series

Beyond the Pitch is a special Tarin It Up series with Title Nine, celebrating women building what they wish existed — and inviting all of us to back brands that back us.

Tarin O'Donnell

I’m Tarin O’Donnell, the voice behind Tarin It Up — a podcast, brand, and community celebrating women who carve their own paths in the outdoors, business, and everyday life. When I’m not behind the mic, you’ll find me creating events, testing gear, or chasing adventures around Truckee and beyond. My goal? To share real stories, spark connection, and encourage others to live a little more boldly.

https://www.tarinitup.com
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Beyond the Pitch Ep. 3 — Fresh Voices, Big Visions (Finalists Pt. 1)