2025 was meant to be a breakout year for Wild Rye, a women’s outdoor apparel startup. The company had mapped out a full rebrand, the debut of a much-anticipated ski outerwear line and a presence at outdoor trade shows nationwide. Just as crucial, it was in talks with several investment groups — one of which was considering an infusion of $3 million to $5 million — and it appeared on course to reach profitability by year’s end. Then, in February, U.S. President Donald Trump imposed tariffs on imports from Mexico, Canada and China, the latter being where Wild Rye’s apparel was manufactured. As expenses climbed, “I remember being in full panic mode,” founder Cassie Abel told Modern Retail. Abel rushed to explore shifting production out of China, but Trump soon expanded tariffs to additional countries as well. After Liberation Day in April — when tariffs on Chinese products spiked to a combined 54% — Wild Rye halted all production. The brand increased prices on items already in stock, scrapped a planned Asia trip for its product team and saw once-enthusiastic investors put deals on hold, pointing to the volatile climate. Abel faced growing pressure as tariffs on Chinese goods climbed as high as 145%, then dropped, only to swing up and down again. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to stay updated on the shifting…