TomboyX launched as a Kickstarter and became a brand in demand. Fran Dunaway and Naomi Gonzalez, the co-founders of TomboyX, are married to one another and to the idea that brands can be a force for positive change. They were little girls who were pressured to be girly girls; instead, they were—and are—tomboys. Both grew up frustrated yet clear-eyed and took the simple ideas of fit and the cost of fitting in and transformed them into a bigger conversation about gender, confidence, acceptance, and inclusion. This rebrand was done with that bigger conversation in mind, building layers of copy and a range of voice approaches that included manifestos, personal essays, poems, humor, headlines, and product copy.