Girls Will Be Boys: Lifestyle Apparel for the Modern Tomboy
Necessity is the mother of invention. So when tomboy Bridget Lovett finally grew tired of waiting around for someone to create a comfortable boxer brief made for women, she enlisted a few friends and founded Girls Will Be Boys, a lifestyle active apparel company for the modern tomboy.
"For me, I’ve always worn boxer briefs," said Lovett. "Years ago, when I came into my own skin and became more masculine in my style, I wondered why we wear men’s briefs, with all that extra material at the crotch. I thought they should make boxer briefs for women. Some companies make them, but they’re not comfortable -- they’re not like the ones for guys."
When Lovett linked up with Lauren Miller, a friend who spent years working as an apparel and accessories designer in Los Angeles, the two started working together to design a company that specialized in women’s boxers and briefs.
They formed their company in January, and launched their first products this September. Lovett said that while she thought things would start and end with briefs, women have embraced their message, and asked them to offer additional activewear apparel.
During the very first month of business, GWBB received orders from women in 41 states and 10 countries, with the hype spreading primarily via social networking and word of mouth.
With the help of Victoria Robinson, their new director of business development who holds a degree in Advertising and Marketing Communications from New York’s Fashion Institute of Technology, they have already begun expanding.
"It is going great!" said Robinson in a recent interview with EDGE. "We are getting tremendous feedback from the community! We didn’t originally plan to be a full-fledged activewear brand, but we got so much feedback that we’ve started designing shirts and sports bras."
Lovett said that they recently launched a line of muscle tanks, and will launch the sports bras later this month. She is also designing beanies for winter, and will then go back to designing new boxer and booty briefs.
Unlike most lines of women’s undies, GWBB is not concerned with making women look "sexy" in their scanties; Lovett’s mind is firmly rooted in the comfort that comes with well-made undergarments.
"I enjoy wearing men’s muscle tanks, but they swim on me in men’s sizes," she said. "So we grade it smaller to fit a women’s body nicely, but to have the look of a men’s tank. That’s why I started the company; for the modern tomboy, the active female who is into comfort and fitness."
Lovett plans to expand her line more into the activewear apparel business, saying she wants to create crossover products that women can wear to the gym, or every day. GWBB has teamed up with "The Real L Word" star Lauren Bedford Russell, who herself is a jewelry designer, to promote the apparel line. Via YouTube, magazine articles and websites, they are spreading their name.
"Activewear meets streetwear is what I call it," said Lovett. "I want every lesbian to be proud of it and the message behind it, but it is not limited to lesbians."
Said Robinson, "Regardless of whether you are gay or straight, we market to the ’modern tomboy.’"
For more information or to order apparel, visit http://www.gwbbclothing.com