Joining me on this episode is Fran Dunaway, founder of TomboyX.
When TomboyX founders, Fran Dunaway and Naomi Gonzalez, started the company out of their garage, they did so because of one simple fact - they wanted underwear that fit who they are, not who others told them to be. It became very clear very quickly that they were not alone. TomboyX is dedicated not only to making high-quality apparel that fits everyone who loves it, but also striving for an ethical supply chain, deep community engagement, and pushing the apparel industry out of the box and into the future.
In this episode we cover how Fran and Naomi, partners in love and business, saw a huge gap in the market and launched TomboyX with a killer crowdfunding campaign, had the courage to change direction which - spoiler alert- majorly paid off, and how they’ve built a brand and community that’s allowed them to work organically with superstars like Lizzo.
The Birth of a Brand
Fran's journey began with a simple yet powerful idea: to build a brand that resonates with those who identify as tomboys. She and her co-founder, Naomi, launched their Kickstarter campaign in March 2013, raising an impressive $76,000 in just 30 days. This initial success was more than just financial; it was a validation of their concept that had been brewing for some time.
Fran reminisces about the moment they realized they were tapping into something significant. They knew they needed a "hero product"—a flagship item around which they could build their brand. This inspiration came from conversations with other entrepreneurs, including Bobby Infield, one of the founders of Tommy Bahama, who emphasized the importance of having that one standout product.
Discovering the Hero Product
Initially, Fran and Naomi dabbled in various products—shirts, jeans, and accessories—but none felt right as their signature offering. It was during customer service inquiries that they discovered a common request for boxer briefs designed specifically for women. With that insight, they took a closer look at the market. They found that most women’s underwear was uncomfortable, lacked size inclusivity, and didn't meet their customers' needs.
Determined to fill this gap, Fran and Naomi began the process of creating the best boxer briefs for women. Their journey wasn't without its challenges. They pre-sold their new product to gauge interest and ensure they could fund production. To their surprise, the boxer briefs sold out before they even hit the shelves!
The Tipping Point: A Brand Refocused
By 2016, TomboyX had found its groove. They took a bold step to rebrand and streamline their offerings, focusing solely on their hero product—underwear. Fran describes this as a pivotal moment in the company's history. They eliminated distractions and honed in on what truly resonated with their audience.
This focus on underwear wasn’t just about comfort; it aligned perfectly with TomboyX's mission to empower individuals to feel confident in their skin. They recognized that underwear is often the first layer of self-expression, making it a fitting cornerstone for their brand.
Evolving Marketing Strategies
As the brand grew, so did their marketing strategies. In the beginning, Fran and Naomi relied on a more straightforward approach, turning on Facebook ads and waiting for results. However, as their team expanded, they adopted a more sophisticated, analytics-driven strategy.
A major breakthrough came when they partnered with a well-known advertising agency that offered to work on a cash equity split model. This innovative approach allowed TomboyX to access top-notch marketing expertise without the typical costs associated with hiring an agency. Fran explains how this collaboration helped refine their brand voice and marketing tactics, allowing them to better target their diverse customer base.
Embracing Inclusivity and Community
What makes TomboyX stand out is not just their products but their commitment to inclusivity. They identified three core customer categories: the status-first individuals seeking trendy brands, the function-first consumers needing practical solutions for their work environments, and the comfort-first audience—primarily the LGBTQ+ and plus-size communities.
Fran is proud of how TomboyX emerged during the Me Too movement, positioning the brand as a supporter of equality and inclusivity in fashion. They’ve built a loyal customer base that values progressive ideals and seeks comfortable, stylish options.
Final Thoughts
Fran Dunaway's journey with TomboyX is a testament to the power of listening to your customers and staying true to your mission. From a modest Kickstarter campaign to becoming a leading name in the underwear market, TomboyX has changed the narrative around tomboy fashion. It’s not just about clothing; it’s about self-acceptance, community, and feeling good in your skin. For anyone looking to carve their path in the industry, Fran's story is a brilliant reminder that authenticity, focus, and a commitment to your values can lead to remarkable success.
