Why This Startup’s Tomboy Underwear Is Flying Off the Shelves

The co-founders of TomboyX think it’s time for women’s underwear to get a bit more … reasonable.
All Fran Dunaway wanted was a cool shirt. “Something like Robert Graham, but for women,” she says, referring to the colorful men’s shirts known for unexpected details such as contrasting cuffs. In February 2013, Dunaway, a producer of political videos, and her partner and now wife, massage therapist Naomi Gonzalez, ginned up a Kickstarter campaign for the shirts of their dreams, squeaked past their $75,000 funding goal, and began production.