Borrowed-from-the-boys fashion is having a moment – you see it in every boyfriend shirt or slouchy jean Madewell sells – but for some women it’s not a trend. Seattle’s TomboyX is for that woman.
Designed to outfit women who don’t feel comfortable in feminine women’s clothing, TomboyX’s collection of apparel, underwear and accessories was inspired by the Sally Rides and Katharine Hepburns of the world. We chatted with founder Fran Dunaway about the line, who her team designs for, and what’s next for the groundbreaking brand.
First, what prompted you to start TomboyX? Was there a particular anecdote that inspired you, or were you tired of not finding what you were looking for?
TomboyX was founded by Fran Dunaway and Naomi Gonzalez in February of 2013. Naomi and I formed this company because, as tomboys, we were frustrated having to choose between feminine women’s clothing and ill-fitting, unfashionable men’s clothing. We realized that we couldn't find any well-made, stylish, menswear inspired clothing - let alone undergarments - that were made for and fit women. We set out to make classic cool clothing with tomboy style—clothes made for a woman’s body, but with features typically found in menswear: a looser fit, and quality fabrics, with creative attention to detail.
bridesmaid dresses
There were many stories from our friends frustrated by the same lack of options; in particular, one of our good friends Carma, who happens to be one of Seattle’s finest – a bada** police officer. Years ago she found that boxer briefs were the most comfortable under her uniform. She couldn’t find women’s boxer briefs so she would wear men's boxer briefs while on the job in Seattle. But there were a few things about them that just don’t work for a woman’s body - like that extra fabric in front. [They aren’t] made for a woman’s curves, so they would ride up or tug in all the wrong places. We listened when she said “And while you’re at it, can you make a waistband that is soft and lasts as long as the underwear?” We had our marching orders and set out to do right by her.
Our design and production team started with a super soft, silky waistband. Once that passed muster we started on finding the right fabric and fit - for real women in sizes XS to 4X. We went into production on two styles, a 6” long version which we named after Carma, the “Good Carma”. Keeping with the police officer theme, the 4.5” version we call the “Feeling Frisky”. In May we introduced a “Bobbie” which is also 6” but instead of buttons they have a racing stripe down the sides.
Aside from Carma, who were you designing for originally and why?
For women like Amelia Earhart and Katherine Hepburn. Women who are just more comfortable in clothes that don’t skew ultra feminine or super masculine.
Who helped get things off the ground?
I was frustrated by the lack of clothing options for women like me, women who are most comfortable in clothing that isn’t feminine yet isn’t masculine either. More in a space between the two. Naomi got tired of hearing me complain and one day she asked ‘how hard can it be to start a clothing line?’ And off we went.
We thought the spirit of what we were trying to do was captured by the name Tomboy. We wanted to be an exchange of sorts so truncated Tomboy Exchange to TomboyX.
We knew what we wanted to provide women with, but we first wanted to test the desire for tomboy style within this huge market to see if it would resonate. So we ran a Kickstarter campaign, and not only was the tomboy style successful -- we raised $76,000 in 30 days -- but we also quickly recognized that we had tapped into an emotional component that a cross section of women and girls from around the world relate to and identify with. Whether it's all day every day or every once in a while ,they love identifying as tomboys and the independent spirit it represents. And they are hungry for a brand that authentically sees them.
Who runs the line now? Who are the go-to people who help keep everything running?
TomboyX is a small, dedicated team of 6 employees, including the two co-founders, Fran and Naomi. The most exciting common thread amongst everyone on the team is our excitement for the brand; their enthusiasm, drive, and passion to meet a previously unmet need; and their real belief in the brand. We aren’t kidding when we say our tagline which is “by tomboys, for tomboys.”
Specifically, [my] background is in media strategies and advertising. Naomi is a small business owner and was the massage therapist for the US Women’s Olympic soccer team. Barb is our experienced and talented designer. She brings over 20 years of fashion industry experience to the team. Julie leads our product development and sourcing.
We also have two fearless interns working with us. Marjorie spent four years working in Strategy Consulting in the defense and national security market after graduating from Dartmouth College. And despite only just finishing her sophomore year of college at George Washington University in DC, Keiko brings incredible ideas and energy to our team.
And then, of course, like many start-ups we have many individuals who have supported and continue to support us along the way, including advisors, mentors, friends, and investors.
What are the pieces you started the line with? How has it evolved since then?
We originally set out to clothe tomboys from head to toe: shirts, jeans, and accessories. Then we started hearing this mantra… boxer briefs, boxer briefs. No one makes boxer briefs for women? We started to check around and every time we searched women’s boxer briefs at other retailers we were astonished at what we’d see! Our customer is all about comfort and the so-called boxer briefs for women were anything but. So we got busy and in September of 2013 we introduced TomboyX boxer briefs. The results were overwhelming. Customers and the community were so excited about the boxer briefs that we sold 2500 pair in [under three] months. What’s more, our reviews have been outstanding. Since that time, we’ve been expanding the boxer brief styles, colors, and sizes – we’ve got many more patterns ready to go, samples already done and ideas exploding in our heads.
So in all, we are a clothing and accessory company that allows women to embrace their inner tomboy by providing comfortable, well-made, fashionable clothing that isn’t super feminine. The anchor product remains the line of women’s boxer briefs in a variety of sizes and colors, but our other items are very successful.
Where can customers buy the line?
Customers can go to tomboyx to shop. We’ve also been spending a significant amount of time and energy trying to connect with our customers on a more grassroots level by sponsoring a number of U.S. LGBT Pride festivals, roller derby, community events, and other festivals. It’s really rewarding to interact with our customers so directly. We also recently partnered with WA Girl Scouts recently during their record breakingIndiegogo Campaign. We get great feedback, get to be involved in causes we really care about, and get to introduce even more women to our mission and products.
Who do you think finds TomboyX to be a go-to line for their wardrobe?
Women who want comfortable, quality clothing that expresses who they are. We aren’t in the business of fast fashion and we are serious about taking good care of our customer. Our reviews reflect that we’re being true to that, and we are honored that women are feeling it.
What's the most surprising demographic you've found shopping the brand?
For only being a 2-year-old company with the overwhelming majority of our ads only on social media, we are really excited that we’ve reached women in over 30 countries, from all walks of life and from 10 years old to 80. They get the spirit of the brand, and that’s exciting.
If there's one mission the brand has, what is it?
Great question! We have been overwhelmed with how much our brand is resonating with women around the world and we are excited to be taking a stance about what we care about: anti-bullying; anti-stereotype; pro-individuality; anti-conformity; pro-gender spectrum; anti-judgment; and pro-humanity.
"Athleisure" is a trend that's big right now in mainstream fashion, and TomboyX seems to fit into that trend inadvertently. Have you seen a jump in popularity because of that?
We are such a nascent company that I can’t really attribute our popularity to a particular fashion. We aren’t really in the fashion industry, per se, except the fashion of owning your inner tomboy spirit and expressing who you are with confidence and style. That being said, we do recognize that the timing is right for a clothing company that empowers women from the inside out. We aren’t trying to show women how to be cool – we honestly celebrate how cool they already are.
What's your ultimate goal with the line?
To affect the conversation about what it means to be a woman today. We want to celebrate the tomboy spirit in all women and we want to do that by empowering them and honoring what it means to be comfortable in your own skin -- from the inside out.
brisbane formal dresses
