By Jana Poppe – Owner of Frankly Outdoors
My business started with a simple thought, while I was standing on a boat in the Queensland sun.
Why did every women’s sun shirt feel like an afterthought?
I had no trouble finding practical sun shirts, but none of them felt like me. Most were covered in masculine designs, dark colours, or styles that simply weren’t created with women in mind. They offered sun protection, but they didn’t feel feminine, comfortable or flattering enough to wear all day. I remember thinking, surely I’m not the only woman looking for something different.
I wanted a shirt that could handle the harsh Australian sun while still feeling beautiful to wear. Something practical, feminine and designed specifically for women who love being outdoors.
So I decided to create one myself.
Creating outdoor apparel wasn’t completely new to me. Before moving to Hervey Bay just over two years ago, I lived a country lifestyle in rural New South Wales and owned a successful sun shirt brand for horse riders.
Through that experience, I learned everything from garment design and sizing to sourcing fabrics, artwork and manufacturing. It gave me the confidence to create Frankly Outdoors, a small family-run business inspired by the lifestyle we’re lucky enough to enjoy here on the Fraser Coast.
Our weekends are usually spent boating around Hervey Bay, fishing, camping and spending time outdoors with our son. Living on the Fraser Coast has shaped both our family life and our business.
Every shirt is designed with real women in mind. From developing the sizing myself to carefully selecting the artwork, colours and fabrics, every detail has been thoughtfully considered.
Choosing the right fabric was especially important to me. Some sun-protective clothing can feel heavy or trap heat, so I wanted a fabric that was genuinely lightweight, breathable and cooling, helping women stay comfortable even on the hottest Australian days.
The shirts feature UPF50+ sun protection, quick-dry technology, antibacterial properties and a relaxed fit that’s comfortable for long days outdoors. The collection is available in sizes XS to 4XL, and we’re excited to launch a kids’ range soon as the Frankly Outdoors family continues to grow.
Today, Frankly Outdoors is helping women across Australia enjoy beach days, camping trips, boating adventures, gardening or just going for a walk with a friend with confidence, comfort and style.
The name Frankly Outdoors is also incredibly personal to me. It was inspired by my son, Franklin, our Frankie, who is my biggest motivation. I wanted to create something meaningful that reflected the life we love and showed him that big dreams can start with one simple idea.
Like most small businesses, this one started from home. There were plenty of late nights, moments of doubt and a lot of learning along the way. Balancing business ownership with work, family and motherhood hasn’t always been easy, but it has been incredibly rewarding.
One of the best parts has been hearing from women who say they’re excited to finally find an outdoor sun shirt they genuinely love.
The Fraser Coast inspires every design I create. The turquoise waters of Hervey Bay, coastal sunsets, sandy beaches, and relaxed outdoor lifestyle all find their way into the brand’s colours and feel.
Before any design makes it into the collection, I wear and test it myself. If I don’t love it, it doesn’t make the cut.
At the end of the day, my vision for Frankly Outdoors is to create beautiful, practical outdoor clothing for women who love being outside as much as I do. Because women shouldn’t have to choose between sun protection and style.
Sometimes the best ideas really are born under the Queensland sun, with salty hair, sandy feet and the determination to create something better.
