We sat down with Leslie Garrard, our Chief Executive Officer, and Katrine Fritz, our Chief Merchant Officer to hear their thoughts and feelings on the last (and the next!) ten years at TomboyX.
1. What are some of your proudest brand moments and accomplishments?
Katrine Fritz: There have been so many moments! Seeing our brand in big retailers like Macy’s, Target, and Kohl's, and seeing celebs like Lizzo & Big Freedia wearing our products.
Leslie Garrard: My proudest moments are always when I read customer feedback. BIG smiles when our customers share that TomboyX underwear finally makes them feel comfortable, affirmed, cozy and confident in their own skin.
2. What does X= mean?
KF: The X equals the end user and however they want to finish the sentence… Joy, Comfort, Confidence, Being whoever you want to be. It’s YOU.
We want to encourage our customers to envision themselves without limits or definitions.
LG: Here’s the thing. Tomboys are never just one thing.
x= is open- ended. And that’s exactly how it should be.
3. We're known for prints. What's been your favorite design? Or the biggest customer favorites?
KF: Fan favorite has been anything with octopuses on it! Denizens of the Deep, Octobooks (yes, it was Octopi reading books 🙂) and of course Dinos & Unicorns… those you will see sneak into our designs pretty often.
4. What has been the most memorable customer moment?
KF: Working my first in person Pride Event and having people flash me and yell out “OMG I’m wearing your underwear!!” I love watching tiktoks of people trying our products for the first time and the joy and tears in their eyes when it makes them feel like it was truly made for them.
LG: I’ve got a recent one… seeing our Venom Garden print on the Seattle Public Library's Instagram account. Literally, like two of my favorite things ever. (LG)
5. How have you seen the TomboyX community change in the last decade?
KF: It is so much bigger, more broad and inclusive than ever. We are the future. It still has the proud heart of the LGBTQIA+ community while embracing that same sense of belonging to truly everyone.
LG: At TomboyX, we believe that everyone in everybody should feel awesome in their underwear. What I really love is that our customer base is SO DIVERSE. On so many different levels. We’ve been able to build a community that welcomes and helps amplify anyone who strives to live every day as their authentic self.
6. What do you predict for the next 10 years?
KF: TomboyX in a drawer in every home! And always being a brand name synonymous with quality and inclusivity. So much has changed in the last ten years, both positive and negative for true equality for all. The fight is never over. But we will continue to build product for everyone with the same innovative spirit that got us here, supporting the underserved and protecting the LGBTQIA+ community.
LG: Even more tomboys and original thinkers, making their mark, and making the world a better place for all.
7. What would you like to say to all the people who proudly wear TomboyX?
KF: THANK YOU! We see you, we love you, and we are here for you.
LG: You're beautiful. We appreciate YOU!