tomboyx Founder Returns

tomboyx co-founder Fran Dunaway “has led an ownership restructuring that returns controlling interest to the co-founder.” She will now take on “an active leadership role,” as president, and will work “alongside newly appointed CEO Seujan Bertram and chief creative officer James Ford.” The brand, which claims to be “the largest direct-to-consumer LGBTQ+ brand in the U.S.,” offers gender-inclusive underwear and apparel. Founded in 2013, the “queer- and women-founded company was built to serve people who felt overlooked by the status quo of traditional apparel.”

“As the co-founder, ensuring tomboyx remains true to its roots is deeply personal to me,” said Dunaway.“We started this brand in a one car garage, and bringing it back feels like coming home. It gives us the chance to protect what made it special — and have some fun pushing it forward. We’ve always believed what you wear can change how you feel about yourself, and I’m excited about how we’re evolving creatively while staying true to who we are.”

Several years ago the brand went through two investment funding rounds which had totaled $24 million by May 2019. 

“tomboyx has always stood for self-expression,” explained Bertram. “My role is to make sure the business is as strong as the mission — staying disciplined, making smart decisions, and building in a way that lasts. We want to keep showing up for our community and make a meaningful difference in people’s everyday lives.” 

Newly appointed chief creative officer James Ford indicated that the brand’s community doesn’t want a prepackaged aesthetic handed to them, adding, “there’s so much hope in the community right now, and our responsibility is to meet it. The opportunity for tomboyx goes far beyond underwear. It’s about giving the queer community tools for self-expression. That means creating the products people have been waiting for.” Ford plans to “refresh its core collections, expand styles, and introduce design updates rooted in that same philosophy.”