TomboyX picks up $4.3 million Series A

For the past 10 to 15 years, a crop of newer brands has found themselves gobbling up marketshare via direct-to-consumer channels. Some offer a better value proposition on an existing product category, like Warby Parker and Casper, while others offer a reinvention of the category itself, like Outdoor Voices and Glossier.

TomboyX, which just closed a $4.3 million Series A round, seems to be doing a great job of both.

The company, founded by Fran Dunaway and Naomi Gonzalez, offers gender-neutral underwear for an affordable price to folks who often aren’t represented in mainstream media. The company says that it serves a diverse customer base, including plus-sized, gender non-conforming and specialized tradespeople.