TOMBOYX
“WHAT’S MORE HUMAN THAN BEING EXACTLY, BRAZENLY, NO APOLOGIES WHO YOU WERE BORN TO BE?”
CAUSES
CHAMPION SELF-ESTEEM
PROGRESS SOCIETY
DEAL DATE
14TH MAY 2019
CHECK SIZE
18M USD (SERIES B)
INITIATIVES AND IMPACT
INCLUSIVE, ETHICAL, STANDARD SETTING
+ Extensive offering of sizing for inclusion of all women
+ Safety of product ensured with EOKO-TEX Standard 100 achieved; ethical sourcing and quality of material with Tencel Model fabric
+ In July 2020, created a pioneering inclusion standard for models in the fashion industry
+ Actively supports like-minded charities and organisations with $300k worth of donations in 2020 in a mix of donations in cash and in-kind, as well as allowing consumers to directly donate at checkout with Shopping Gives tool
ABOUT
TomboyX create underwear to a pro-human agenda: This means underwear anybody can feel comfortable in, regardless of where they fall on the size or gender spectrum. Their pro-human design agenda is accompanied by an equally powerful attitude: “What’s more human than being exactly, brazenly, no apologies who you were born to be?”.
cOMPANY DETAIL
TomboyX was founded in 2012, in Seattle Washington, by Fran Dunaway and Naomi Gonzalez: Two tomboys who’d grown tired of underwear that didn't fit or reflect their self-image.
TomboyX pride themselves on comfort for all, and when it comes to comfort across a broad range of silhouettes and sizes it’s not enough to simply scale-up regular sample sizes: TomboyX’s underwear is fit-tested on hundreds of bodies, from size XS-4X, regardless of gender.
TomboyX’s products are manufactured in an eco-friendly and human-friendly way using non-toxic, high-performance fabrics, in factories that treat employees fairly and pay a living wage.
The result is a suite of products that exude confidence and inclusivity whilst also meeting serious eco-sustainability standards.
"THIS IS A BRAND THAT REJECTS BINARY BEAUTY MYTHS TO CREATE AN AESTHETIC OF COMFORT, CONFIDENCE AND SELF-EXPRESSION."
THE DEAL
The Craftory invested $18m into TomboyX as part of the Company’s Series B funding round. The Craftory thereby became the company’s largest shareholder. TomboyX intends to use the funds to invest in product development and brand campaigns.
CAUSE DETAIL
TomboyX exists at the confluence of two progressive trends in fashion and apparel: Ever increasing choice of size, and increasing approval of genderqueer identity and style.
TomboyX design for real human bodies: Kings, Queens and everyone in between. This is a brand that rejects binary beauty myths to create an aesthetic of comfort, confidence and self-expression. In place of toxic perfection, there’s a celebration of what makes us uniquely beautiful. This is high performance, fairly made, eco-sustainable baselayer, free from body-shaming and sexual objectification. It’s a lot, all of it good.
TomboyX’s human design aesthetic is strongly in-sync with well observed cultural changes: These days the majority of Americans don’t wear “regular” sizes: WHO US population data, The US +Size market via Racked, +Size menswear via Esquire.
According to research firm The NPD Group the female apparel market beyond xs and xl was worth $21.4bn in the US alone in 2016. Its Future of Apparel report also projects growth in the non-sport bra segment outside of simple sizing, which it describes as “underserved”. And the dominance of an exclusively hetero outlook is diminishing: Research by JWT Innovation Group claims that just 48% of genZers see themselves as exclusively straight.
MORE TOMBOYX
tomboyx.com
Our original press release