Neil Riddell, Courtney Loveman, Adam Skalecki, Bethany Lechner
Hair & Makeup
Chief Creative Officer
TomboyX was founded the way many brands are, trying to fill a need that had gone unfilled for far too long. The brand’s founders, Fran and Naomi, rejected the unrealistic, uncomfortable products and images perpetuated by the women’s underwear category. When they didn’t see themselves represented within the space, they set out to create undergarments that would make any woman feel more comfortable in her own skin. In trying to fill a personal need, they released an outpouring of emotion and built a small, but fiercely loyal, following.
The founders came to us with the intent to strengthen their message and reach more people. As creative equity partners, we joined forces with the company to reposition the brand, redesign the product, and develop creative communications, disrupting a $13 billion industry dominated by a single (and very sexist) player.
o shake up the category and galvanize our like-minded audience, we focused on making a shift from selling products to telling stories. We created a new look and feel, turning the website into a platform that marries self-expression with product function. We expanded the reach of our message by making TomboyX a megaphone for the voices of tomboys everywhere behaving bravely.
As a brand with a big heart but a small budget, we made the most of limited resources by using hyper-targeted outreach and enlisting the help of long-time brand friend, model and gender capitalist, Rain Dove. We created the platform Human Agenda to break down barriers and build the foundation for supportive dialogue, turning our products into vehicles for conversation.
Since relaunching the brand, we’ve started a dialogue with more than 170,000 individuals. Our product lives on the bodies of 31,000 new brand advocates and, while sales are up 290%, it’s the unsolicited letters and outpouring of gratitude for TomboyX by their followers that remind us movements can’t be bought. They’re built from the ground up – one human at a time.