Shifting out of general apparel and focusing on underwear isn’t the only big change at TomboyX. In May 2016, they launched a brand refresh and overhauled their website with a new look and feel. “We like to say that while we are not for everybody, we are for any body. And by that we mean that we believe labels are for soup cans. We are all people and we want everyone to feel comfortable in their own skin by being unapologetic about who they are, in our underwear, of course!” said co-founder and CEO Fran Dunaway.
The new web site captures the sentiment of that message very well. TomboyX wants the customer to see themselves in the underwear. You won’t find gender-size-style specific models on the underwear pages — in fact you won’t find models at all. Instead, you’ll see images of free floating underwear, bras, t-shirts and other awesome products.
Recently, TomboyX introduced their in-house designed signature print series which includes tartan, octopus, dots, camo and more. The TomboyX blog has substantive posts about bad-ass people who are breaking down boundaries and affecting positive change in the world. Everything about the new site is inviting, inclusive and non-judgmental. It’s a refreshing and optimistic brand voice that truly speaks to everyone.
That voice is resonating with some star studded folks that took the time to rep some TomboyX gear and spread the message. That list includes activist and model Rain Dove, professional soccer player and sports diplomat Johanna Lohman and two-time International Flat Track Roller Derby Champions The Wheels of Justice, to name a few. Check out some of their bad ass photographs below.
This bad-ass lesbian start up is just getting started. Stay tuned for more great fitting innovations from this team. Use promo code LESBIAN.COM to save 15 percent when you shop through March 31, 2017.