Founder: Fran Dunaway
Business: TomboyX
Revenue/Month: $2M
Founders: 2
Employees: 34
Website: tomboyx.com
Location: Seattle, Washington, United States.
Founded: 2013 

TomboyX began with a question that challenges the norms of the fashion industry: Why shouldn’t everyone feel comfortable and seen in what they wear? This deceptively simple idea sparked the creation of a brand now synonymous with inclusivity and innovation. Specializing in gender-neutral underwear, swimwear, and loungewear, TomboyX prioritizes quality and comfort above all else, offering every item in sizes XS to 4X. In a market historically slow to adapt to the needs of diverse body types and identities, TomboyX is reshaping expectations, proving that individuality and accessibility are not mutually exclusive. 

At the forefront of this movement is Fran Dunaway, the company’s CEO and co-founder. When speaking about TomboyX, Dunaway is both passionate and precise, with a clear sense of purpose driving every decision. “We wanted to create clothing that didn’t force people into boxes,” she explains. “For too long, fashion has dictated what people should look like, based on narrow and outdated definitions. We wanted to flip that script.” 

Dunaway’s journey from concept to success wasn’t without its hurdles, but her determination is evident in the results. With a team of just 15 people, TomboyX has seen its revenue double year after year—a rare achievement for a startup, especially one with a mission that challenges conventional industry norms. Dunaway attributes this growth to the brand’s authenticity. “We’re not trying to be everything to everyone, but we are very focused on being something meaningful to someone,” she says. “That connection—when a customer tells us they feel seen for the first time—that’s what makes it all worth it.” 

Listening to Dunaway, it’s clear that TomboyX is about more than just clothes. The brand is rooted in a belief that the right fit can be transformative—not just physically, but emotionally. Dunaway recounts stories from customers who’ve found empowerment in the brand’s designs. “One customer told us they finally feel comfortable wearing underwear in front of their partner for the first time in years,” she shares. “That kind of feedback hits you. It reminds you why you’re doing this.” 

Beyond its products, TomboyX has also earned a reputation for its inclusive messaging, which is reflected not only in its marketing but in its design process. “From the beginning, we knew we didn’t want to limit ourselves to the binary,” Dunaway says. “That meant making sure our designs worked for all bodies, not just those that fit a traditional mold. It’s harder to do, sure, but it’s the only way we’d feel right about putting our name on something.” 

This ethos of inclusivity extends into every aspect of the business. Dunaway is candid about the challenges of scaling a company while staying true to its roots. “The more you grow, the easier it is to lose sight of what made you special in the first place,” she admits. “We’re constantly asking ourselves, ‘Are we still aligned with our values? Are we still serving the people we set out to serve?’” 

That clarity of purpose has also shaped the company culture. TomboyX’s small but mighty team operates with a shared sense of mission, one that Dunaway has fostered from the beginning. “I think people are drawn to working here because they believe in what we’re doing,” she says. “It’s not just about selling products; it’s about changing the conversation around identity and self-expression.” 

Dunaway’s leadership style is as grounded as it is visionary. She isn’t afraid to acknowledge what she doesn’t know, and she views her team’s diversity of experience as a critical strength. “I’m not the smartest person in the room, and I don’t have to be,” she says. “What I do have to do is create an environment where the smartest ideas can thrive, no matter where they come from.” 

The result is a brand that feels personal, intentional, and refreshingly bold in an industry that often prizes convention over innovation. 

From Button-Ups to Boxer Briefs: How TomboyX Found Its Focus 

TomboyX may now be known for reimagining underwear and loungewear, but its origins tell a different story—one of experimentation, recalibration, and a surprising pivot. Like many startups, its beginnings were rooted in a specific, modest goal. Fran Dunaway and her wife, Naomi, initially envisioned the company as a solution to a niche problem: well-fitting, stylish button-up shirts for women. But what began as a passion project quickly evolved into something much larger, propelled by customer feedback and an unexpected realization about the power of their brand name. 

“When we started TomboyX, we weren’t thinking about building a brand in the way we think of it now,” Dunaway reflects. “It was just, ‘Hey, wouldn’t it be great to have some cool button-ups that actually fit women?’ That’s where it all began.” As two professionals with no prior experience in fashion—Dunaway had a background in media, while Naomi worked in consulting—this endeavor was never meant to disrupt an industry. At least, not at first. 

The journey took its first major turn with a Kickstarter campaign aimed at funding their shirt designs. The couple sought $75,000 to cover production costs and generate buzz. To their surprise, the name “TomboyX” struck a chord with backers. “It wasn’t just the shirts people were responding to—it was the name itself,” Dunaway recalls. “We were getting messages from people saying, ‘I love this because it’s so me,’ or, ‘This reminds me of how I’ve always seen myself.’ It became clear that ‘TomboyX’ was bigger than button-ups.” 

Recognizing the potential for something beyond their original product line, Dunaway and Naomi began rethinking their approach. They decided to pivot, searching for a signature item that could encapsulate the brand’s identity. It wasn’t long before they landed on boxer briefs, but with a twist: these were designed specifically with women in mind. “It was about taking something that had always been coded as masculine and making it for everyone,” Dunaway explains. “We wanted people to feel good in their own skin, no matter how they identify.” 

The gamble paid off. The first run of boxer briefs sold quickly, confirming what Dunaway and her team had suspected—that there was a hunger for apparel that defied traditional gender boundaries. From there, TomboyX built on the momentum, expanding its offerings to include different cuts, lengths, and styles. “It was really about listening to our customers,” she says. “We’d hear things like, ‘Can you make a bikini brief?’ or, ‘What about longer legs for chafing?’ And we’d respond. That’s how we’ve grown—by paying attention.” 

Each new addition to the line reinforced TomboyX’s dedication to fit and quality, which remains a cornerstone of its success. “We’re obsessive about the details,” Dunaway admits. “The waistband has to sit just right. The fabric has to have the perfect amount of stretch. If it’s not exactly what we’d want to wear ourselves, we won’t sell it.” 

Reflecting on the brand’s shift from button-ups to boxer briefs, Dunaway views the change as both serendipitous and essential. “It’s funny to think back on it now,” she says. “We thought we were solving one problem, but it turned out we were meant to tackle something so much bigger. The name ‘TomboyX’ gave us permission to go beyond shirts. It gave us the freedom to think about what inclusivity and individuality could look like in a whole new way.” 

Crafting Comfort: The Road to Perfecting a Product 

TomboyX’s success wasn’t just about identifying a gap in the market—it was about filling that gap with precision and purpose. When the team set out to create boxer briefs designed for women, they knew they were taking on a challenge that required more than surface-level tweaks to existing designs. Every decision was deliberate, and the pursuit of perfection demanded an unwavering focus on the details. 

“The waistband was our first big challenge,” Dunaway says. “We didn’t want something that dug into your skin or left marks. It had to feel like it wasn’t even there.” Suppliers flooded the team with samples, but none met their expectations. One design came close, but Dunaway and her team weren’t satisfied until they collaborated directly with the manufacturer to fine-tune the elasticity and softness. The result was a waistband that checked all the boxes for comfort, function, and durability. 

Fabric became the next frontier. The team needed a material that wasn’t just comfortable but also durable and sustainable. “We wanted it all—something that felt amazing against your skin but could hold up over time,” Dunaway explains. They carefully sourced fabrics, testing each one to ensure it complemented their design, which had to avoid common issues like chafing or legs riding up. These weren’t quick decisions. Instead, it was a process of trial and error, requiring meticulous adjustments at every stage. 

Selecting the right manufacturing partner was just as critical. After weighing their options, TomboyX chose a woman-owned factory in Vancouver, BC, that had prior experience producing boxer briefs for men. Dunaway speaks highly of the partnership: “They weren’t just making our products—they were working with us to solve problems, improve designs, and scale as we grew.” As demand exploded, the factory scaled with them, becoming an integral part of the TomboyX story. 

The product design process wasn’t rushed or outsourced to focus groups. TomboyX relied on real-world testing, gathering feedback from volunteers who tried each prototype. “We went through five or six iterations before we had something we were proud of,” Dunaway recalls. This iterative process paid off when the final version hit the market, offering a fit that perfectly balanced function and form. 

From Startup to Scale: Launching and Evolving the Brand 

In its earliest days, TomboyX was hardly the streamlined powerhouse it is today. Built on Shopify in 2013, the company started as a small collection of button-up shirts and curated accessories like belts and hats—products designed to reflect a “tomboy” aesthetic. Back then, underwear wasn’t even on the radar. But as customer feedback poured in, one thing became clear: the boxer briefs weren’t just a product—they were a movement waiting to happen. 

Formalizing the business was the first step in preparing for what would come next. Dunaway and her wife incorporated TomboyX as an S Corp, secured trademarks for the brand name, and even preemptively purchased defensive domain names like “tomboyxsucks.com” to protect their intellectual property. By 2015, momentum was building. Dunaway joined an accelerator program in Boulder, which not only provided crucial funding but also introduced her to Courtney, a branding expert who would become instrumental in shaping the company’s voice. 

One of the most transformative decisions came in 2016 when TomboyX underwent a complete rebranding. Dunaway recalls it as a pivotal moment for the business. “We overhauled everything—the logo, the colors, even how we displayed our products,” she says. They removed product photos featuring models’ bodies, emphasizing inclusivity and creating space for customers to imagine themselves in the clothing. The updated branding launched that year and immediately resonated with customers, solidifying TomboyX’s identity as more than just a clothing company. 

“It wasn’t just about selling boxer briefs anymore,” Dunaway says. “We were building a community of people who felt seen and valued for who they are.” 

Building a Customer Base: Marketing That Works 

In the early days, marketing for TomboyX was a mix of creativity and hustle. Dunaway herself managed Facebook ads, manually turning them on and off throughout the day to match sales goals. “It wasn’t fancy, but it worked,” she laughs. As the business grew, however, so did its marketing sophistication. Today, TomboyX’s campaigns are a careful blend of in-house expertise and external partnerships, with a five-person team collaborating with agencies to execute targeted strategies. 

Facebook remains the company’s most effective channel. TomboyX now works with a digital media agency to fine-tune ad performance, while the internal team provides creative direction to ensure the messaging stays authentic. “We never want to lose our voice,” Dunaway says. “It’s one of the reasons people connect with us.” 

While Facebook drives the majority of revenue, Instagram plays a crucial role in fostering customer engagement. “Instagram is more about connection and storytelling than direct sales,” Dunaway explains. “It’s where we show who we are and what we stand for.” 

Search engine optimization has also emerged as a powerful tool for growth. By hiring an SEO agency, the marketing team has been able to focus on bigger-picture strategies while improving the site’s visibility in search results. More recently, TomboyX has ventured into podcast advertising—a medium Dunaway finds particularly exciting for its ability to connect with niche audiences. 

“Our approach is all about staying adaptable,” she says. “If something works, we double down. If it doesn’t, we pivot. But no matter what, the data drives our decisions.” 

Through it all, TomboyX has stayed laser-focused on growing efficiently while maintaining the authenticity that first set it apart. As Dunaway puts it, “We’re not just selling a product. We’re sharing a story that people can see themselves in.” 

Lessons in Resilience: Learning to Trust the Process 

Success rarely happens in a straight line, and for TomboyX, resilience has been as important as creativity and strategy. As Fran Dunaway reflects on the brand’s growth, she points to the necessity of patience and the value of staying grounded amid the ups and downs of running a business. Early on, she learned that not every promising opportunity leads to a breakthrough—and that managing expectations can mean the difference between burnout and sustainability. 

“There were moments when we thought, ‘This is it, this is the big break,’” Dunaway says. “And then it didn’t pan out. That kind of rollercoaster is exhausting. You have to learn to celebrate progress, not just the possibility of success.” Over time, she developed a more measured approach, one that emphasized incremental achievements over fleeting highs. This perspective allowed her to stay focused on the bigger picture, even when setbacks threatened to derail the journey. 

Still, there were moments that felt almost serendipitous—what Dunaway refers to as “magic.” One of those moments arrived at a critical juncture, when the company was grappling with the complexities of scaling its operations. Out of the blue, she received a cold call from a seasoned production expert who offered to help. “It was the kind of phone call you don’t expect but desperately need,” Dunaway recalls. “This person had decades of experience and immediately understood what we were trying to build.” The individual joined the team and stayed for over three years, playing a pivotal role in helping TomboyX grow into a scalable business. 

While Dunaway acknowledges the importance of timing and a bit of luck, she’s quick to emphasize that success doesn’t come without effort. For her, resilience often looks like a willingness to ask for what’s needed and the determination to follow through. “You can’t wait for things to fall into your lap,” she says. “You have to put yourself out there, even when it’s uncomfortable, and keep working toward what you want.” 

This blend of resourcefulness and readiness has been critical to TomboyX’s ability to adapt and thrive. Whether finding unexpected allies or grinding through the daily challenges of building a business, Dunaway’s focus has remained clear: progress isn’t just about good fortune—it’s about being prepared to capitalize on opportunities when they arise. 

The Hard Truths of Building a Business 

Entrepreneurship is often romanticized, but Fran Dunaway doesn’t sugarcoat what it takes to build a business. Her advice to aspiring founders is both practical and sobering: be prepared for the reality that everything—time, money, effort—will exceed what you thought it would take. “If you think a project will take six months, it’ll take twelve. If you think it’ll cost $100,000, it’ll cost $200,000. And if you think you’re putting in enough effort, you’re probably not,” she says. 

For Dunaway, perseverance has been the defining characteristic of her journey with TomboyX. There were no shortcuts, no moments when success fell into her lap without extraordinary effort. “Every single win took a massive amount of work,” she admits. “Nothing came easy, and there were so many times when we wondered if we’d even make it.” From production delays to financial strain, the road was anything but smooth, but Dunaway insists that resilience was the one non-negotiable quality that kept the business moving forward. 

The reality, as Dunaway describes it, is that frustration and setbacks are part of the deal. “There are going to be times when you feel like throwing in the towel,” she says. “When you don’t know if you have the energy, the money, or the ability to take the next step. But the only way to succeed is to keep showing up, no matter how hard it gets.” For her, this persistence isn’t just about grit—it’s about adaptability, learning from failures, and finding ways to keep going even when the path ahead feels uncertain. 

Dunaway also stresses that entrepreneurship requires sacrifices many don’t anticipate. Personal time takes a backseat, finances are stretched thin, and the mental toll of constant problem-solving can be overwhelming. “You have to be prepared to give up things you didn’t realize you’d have to give up,” she says. “It’s exhausting, it’s stressful, and it’ll push you to your limits. But if you really believe in what you’re doing, you’ll find a way to make it work.” 

Despite the grueling nature of the journey, Dunaway is quick to emphasize the rewards. “It’s not easy, but it’s worth it,” she says. “There’s something deeply satisfying about building something from the ground up, something that means so much to you and to the people you’re serving.” For those brave enough to take the leap, she offers one last piece of wisdom: “Expect it to be harder than you ever imagined—but don’t let that stop you. The hard work, the sleepless nights, the uncertainty—it all pays off when you see what you’ve built.” 

Her words resonate as both a reality check and a call to action for entrepreneurs daring to forge their own path. Success doesn’t happen overnight, and it doesn’t happen without sweat, sacrifice, and an unrelenting drive to keep going. But for those willing to embrace the grind, Dunaway’s journey with TomboyX serves as proof that the effort can lead to something remarkable. 

Success Factors: Why Did TomboyX Succeed? 

• Authenticity and Purpose: TomboyX was built around a clear, meaningful mission: to create clothing that defies gender norms and prioritizes inclusivity. From the beginning, Fran Dunaway and her team stayed true to their purpose, designing products that reflected the identities and needs of their audience. This authenticity resonated with customers, helping to build loyalty and trust. “We’re not trying to be everything to everyone, but we are very focused on being something meaningful to someone,” Dunaway said. 

• Customer-Centric Approach: Listening to customer feedback and adapting accordingly was a cornerstone of the company’s strategy. When customers voiced their enthusiasm for boxer briefs, the team pivoted away from their initial product (button-up shirts) to focus on underwear that solved real problems for their audience. The ongoing refinement of their products—from waistbands to fabric—was guided by customer insights. “It was really about listening to our customers. We’d hear things like, ‘Can you make a bikini brief?’ or, ‘What about longer legs for chafing?’ And we’d respond,” Dunaway explained. 

• Relentless Focus on Quality: TomboyX didn’t settle for “good enough.” Every element of their products, from waistband design to fabric sourcing, was scrutinized and tested. This obsessive attention to detail ensured that their offerings delivered comfort, function, and durability—qualities that helped the brand stand out in a crowded market. “If it’s not exactly what we’d want to wear ourselves, we won’t sell it,” Dunaway said. 

• Adaptability and Willingness to Pivot: The ability to pivot was critical to TomboyX’s success. After realizing their brand name resonated more with customers than their original product, they shifted focus to gender-neutral underwear and built their business around a standout “hero” item—boxer briefs for women. This strategic pivot aligned the company’s offerings with its brand identity and the needs of its audience. “We thought we were solving one problem, but it turned out we were meant to tackle something so much bigger,” Dunaway said. 

• Resilience and Perseverance: Dunaway’s ability to push through challenges—both expected and unexpected—was a defining factor in TomboyX’s growth. She maintained a steady focus on progress and refused to let setbacks derail the company’s trajectory. “Every single win took a massive amount of work,” Dunaway admitted. “Nothing came easy, and there were so many times when we wondered if we’d even make it.” 

• Resourcefulness and Strategic Partnerships: TomboyX relied on resourceful problem-solving and strategic partnerships to scale effectively. From working with a woman-owned factory in Vancouver to hiring experts (like the production professional who cold-called them), Dunaway surrounded herself with collaborators who brought critical expertise. “This person had decades of experience and immediately understood what we were trying to build,” Dunaway recalled about the production expert who joined the team at a crucial time. 

• Intentional Branding and Marketing: The company’s rebranding in 2016 helped solidify its identity as a community-driven, inclusive brand. Bold decisions, like not displaying products on models’ bodies, reinforced its messaging. Additionally, early scrappy marketing efforts (like manually managing Facebook ads) evolved into sophisticated campaigns guided by data and customer insights. “We never want to lose our voice,” Dunaway said about ensuring the brand’s authenticity in marketing efforts. 

• Patience and Long-Term Perspective: Dunaway adopted a mindset of progress over perfection, understanding that success takes time and effort. She tempered her expectations and avoided celebrating prematurely, focusing instead on steady, sustainable growth. “You have to learn to celebrate progress, not just the possibility of success,” she said. 

• A Supportive Community: The emotional connection TomboyX built with its customers helped create a sense of belonging. Customers didn’t just buy products—they felt seen and represented by the brand, creating a loyal community that fueled growth. “It wasn’t just about selling boxer briefs anymore. We were building a community of people who felt seen and valued for who they are,” Dunaway said. 

• Hard Work and Grit: Underlying everything was Dunaway’s work ethic and her willingness to embrace the grind. From personally managing ad campaigns in the early days to staying persistent through obstacles, her grit fueled the company’s growth. “Expect it to be harder than you ever imagined—but don’t let that stop you,” Dunaway advised aspiring entrepreneurs. 

Key Lessons to Learn 

1. Start Small, But Stay Open to Evolution: TomboyX didn’t start with the goal of revolutionizing gender-neutral clothing—it began as a passion project focused on button-up shirts. The company’s ability to pivot based on customer feedback led to its eventual success. This shows the importance of starting somewhere and staying adaptable as new opportunities and insights arise. Lesson: Don’t be afraid to pivot when a better opportunity presents itself. The initial idea is often just a stepping stone to something bigger. 

2. Listen to Your Customers: Dunaway and her team built their product line and brand identity by paying close attention to what their customers were asking for. Feedback directly influenced key decisions, from pivoting to underwear to introducing new styles like longer-leg boxer briefs. Lesson: Your customers are one of your most valuable resources. Listen to them, learn from them, and let their needs guide your decisions. 

3. Prioritize Quality Over Speed: TomboyX spent time perfecting their products, refusing to settle for “good enough.” Whether it was sourcing the right waistband material, testing fabrics, or iterating on prototypes, the company’s attention to detail ensured they delivered exceptional products. Lesson: Take the time to get your product right. Rushing to market with something subpar can cost you credibility and long-term customer loyalty. 

4. Build a Brand That Resonates Emotionally: The name “TomboyX” struck a chord with people, and the brand leaned into that connection, embracing an inclusive identity. Beyond selling clothes, TomboyX created a community for people who often felt overlooked by the fashion industry. Lesson: A strong, authentic brand that reflects your audience’s values will help you build loyalty and stand out in the market. 

5. Resilience Is Essential: Building TomboyX required Dunaway to endure setbacks, frustrations, and uncertainty. She learned to stay measured, celebrate progress, and persevere through challenges. Success wasn’t about avoiding obstacles but pushing through them. Lesson: Entrepreneurship is a long game. Resilience, patience, and grit are non-negotiable. 

6. Focus on a Hero Product First: TomboyX’s breakout success came when they honed in on boxer briefs as their “hero” product. Starting with a standout item allowed them to build a strong foundation before expanding their offerings. Lesson: Focus on perfecting one core product before diversifying. A strong foundation makes scaling easier and more sustainable. 

7. Embrace Serendipity but Plan for the Grind: While TomboyX benefited from moments of good timing—like a cold call from a production expert—these lucky breaks were only useful because the company was prepared to act on them. Dunaway’s hard work ensured that opportunities could be seized. Lesson: Success often requires a mix of preparation and luck. Be ready to capitalize on opportunities when they arise, but don’t count on them to carry you. 

8. Strong Partnerships Make a Difference: Whether it was the woman-owned factory in Vancouver or the branding expert they met through an accelerator program, TomboyX benefited from forming strategic partnerships that bolstered the company at critical moments. Lesson: Surround yourself with the right people—partners who share your values and can help you solve problems or scale effectively. 

9. Data and Adaptability Drive Marketing Success: TomboyX’s marketing evolved from scrappy Facebook ads managed by Dunaway to sophisticated campaigns that used data to optimize performance. Despite growing, they stayed adaptable and willing to try new platforms, like podcast advertising. Lesson: Stay data-driven in your marketing efforts, but remain open to experimentation and new strategies. 

10. Authenticity Fuels Connection: TomboyX’s messaging and branding centered around authenticity, inclusivity, and individuality. By staying true to these values, they fostered a connection with their customers that went beyond transactions. Lesson: People connect with brands that feel genuine. Make sure your messaging reflects your values and speaks to your audience in a meaningful way. 

11. Prepare for Personal Sacrifices: Dunaway was candid about the toll that building a business can take—on time, finances, and emotional well-being. But she also emphasized that these sacrifices are part of the journey. Lesson: Be realistic about the sacrifices entrepreneurship requires and assess whether you’re willing to make them before diving in. 

12. Progress Is More Important Than Perfection: Dunaway learned not to celebrate prematurely or get discouraged by setbacks. Instead, she focused on steady progress, understanding that success is built incrementally over time. Lesson: Don’t let perfection or setbacks stall you. Focus on continuous improvement and moving forward step by step. 

13. Inclusivity Is a Competitive Advantage: By challenging traditional gender norms and offering sizes from XS to 4X, TomboyX stood out in an industry that had often ignored diverse needs. Their inclusive approach created a loyal customer base. Lesson: Inclusivity isn’t just the right thing to do—it’s good business. Meeting the needs of underserved communities can be a significant competitive advantage. 

Opportunity Matrix 

Founder Background 

Fran Dunaway, former media executive, and her wife, Naomi, a professional consultant. Neither had a background in fashion but shared a passion for solving real consumer problems. 

Problem Identification 

Lack of well-fitting, stylish button-up shirts for women. Later identified a broader issue: the absence of inclusive, gender-neutral underwear that prioritized comfort and fit. 

Market Opportunity 

Growing demand for inclusive, gender-neutral apparel that caters to a diverse audience in terms of size, gender identity, and body type. 

Competitive Landscape 

Few established players offering inclusive, gender-neutral clothing at the time. Most competitors focused on traditional gendered products with limited size ranges. 

Market Research 

Early customer feedback revealed a stronger emotional connection to the brand name “TomboyX” than to the original button-up shirt product. Feedback also drove product pivots. 

Business Model 

Direct-to-consumer (DTC) e-commerce model via Shopify; supplemented with curated accessories initially and later expanded to focus on hero products like boxer briefs. 

Initial Capital Raised $75,000 through a Kickstarter campaign to fund initial production of button-up shirts. Later, an accelerator program provided additional funding and business guidance. 

Product/Service Development 

Started with button-up shirts but pivoted to gender-neutral boxer briefs after identifying strong demand. Emphasized quality, comfort, and fit through rigorous design processes. 

Marketing Strategy 

Early focus on scrappy, low-budget Facebook ads run manually. Transitioned to data-driven digital advertising, rebranding, and new channels like Instagram and podcast ads. 

Milestones 

• Successful Kickstarter campaign. 

• Pivot to boxer briefs and expansion of product line. 

• Complete rebranding in 2016. 

• Rapid revenue growth year-over-year. 

Scalability 

Scaled by partnering with a woman-owned factory in Vancouver that could grow alongside them. Expanded product lines while maintaining inclusivity and focus on quality. 

Potential Risks and Challenges 

• Challenges of maintaining authenticity and inclusivity while scaling.  

• Financial strain during early stages.  

• High stakes in pivoting from button-ups to a new product category. 

Key Performance Indicators/Metrics 

• Revenue growth (doubled YoY initially). 

• Customer acquisition cost (CAC). 

• Conversion rates on Facebook ads. 

• Customer retention and repeat purchase rate.