Every June, Pride Month gives us a chance to slow down and celebrate the brands that have done the work to make the world more inclusive, in their products, their hiring, and their communities, not just their marketing. This year, we wanted to shine a spotlight on one of our partner brands that has been doing exactly that since day one. Meet TomboyX: an LGBTQ+-founded, size-inclusive apparel brand that has spent over a decade making clothing for bodies and identities that the fashion industry spent too long ignoring.
A Brand Born From Being Overlooked
The story of TomboyX starts the way a lot of the best ones do: with two people who couldn’t find what they were looking for.
In 2013, married couple Fran Dunaway and Naomi Gonzalez set out to make a button-down shirt that actually fit the way they wanted it to. What they discovered in the process was something bigger: a vast, underserved community of people who had been quietly making do with clothing that wasn’t made for them. The underwear aisle alone told the story. Above a 2X, the options basically disappeared. The products that did exist made loud, gendered assumptions about who was wearing them and why.
Dunaway and Gonzalez, both queer women, knew that feeling well. “As being part of the LGBTQ+ community, as co-founders, we knew what it was like to not be seen and not be represented,” Dunaway told Scripps News. So they built the brand they’d always wanted to shop from, one that starts with people, not gender.
What TomboyX Makes (And Why It Matters)
TomboyX makes underwear, bras, loungewear, swimwear, and activewear designed to fit every body and affirm every identity. The brand’s distinctiveness lives in the thinking behind the product, not just the product itself. The entire line was built around radical size inclusivity (sizes run from 3XS to 6X), with no “plus size” tab hidden in the corner of the website. The post-mastectomy bra line, which also serves trans women who wear prosthetics, came directly out of Dunaway’s own experience as a two-time breast cancer survivor. Every product expansion has followed the same logic: listen to the community, and make what’s actually missing.
That community-first approach has translated into real loyalty. TomboyX sold half a million pairs of underwear in 2022 alone, shipping to 48 countries. Their Pride collection landed in every Target store in the US, a milestone Dunaway described as a “mic drop moment” for what it meant to kids and adults walking into a mainstream retailer and seeing themselves reflected.
The brand is also a certified B Corporation, meaning it meets rigorous standards for social and environmental impact. That includes paying a living wage, offering 12 weeks of parental leave, and making sure their team reflects the community they serve. About 30% of TomboyX employees identify as LGBTQ+, and 77% of the leadership team identifies as women.
A Brand That Shares Its Values
In addition to being inclusive in its product design, TomboyX puts real resources behind the communities it serves. The brand donates monthly to nonprofit organizations supporting LGBTQ+ individuals, and has used its platform to build visibility for trans and nonbinary people at a time when that visibility is hard-won. Their customer reviews, which the whole team reads aloud together at the end of every weekly all-staff meeting, tell the story better than any marketing campaign could. “I just want to thank you from here in Australia. I feel both affirmed and comfortable for the first time ever,” wrote one customer. Another: “These underwear have changed my life.”
That kind of feedback is what happens when a brand actually solves a problem people didn’t think would ever be solved.
Why TomboyX Is Worth Sharing This Pride Month (and Beyond)
For Mavely creators, TomboyX checks every box. It’s a brand with a compelling origin story that your audience will want to hear. It makes products that resonate with a wide range of bodies and identities. It also has the kind of values-forward reputation that holds up to scrutiny, with real substance behind the story.
Whether your audience is interested in size-inclusive fashion, body-positive lifestyle content, or simply great underwear that holds up to daily life, TomboyX gives you something real to share. Start linking TomboyX products through your Mavely account and earn commission on every sale.
More Brands to Share This Pride Month
Pride Month is a great time to spotlight the brands on Mavely that have built inclusivity into their DNA, not just for a single season, but as an ongoing part of who they are.
Boy Smells: A queer-owned fragrance house based in Los Angeles, Boy Smells was founded in 2016 by Matthew Herman and David Kien with a single idea: scent shouldn’t have a gender. Their candles and perfumes are designed to celebrate the full spectrum of identity, and the brand donates to The Trevor Project as part of its ongoing commitment to LGBTQ+ youth.
Girlfriend Collective: This Seattle-based activewear brand makes leggings, sports bras, and swimwear from recycled materials in sizes XXS to 6XL, with a design approach that treats size inclusivity and sustainability as equally non-negotiable. Nothing here is hidden in a separate tab.
Maude: A modern sexual wellness brand built on the premise that intimacy is human, full stop. Maude designs its products without gendered assumptions, offering clean, well-made essentials for people of all orientations and identities.
Bombas: Known for their comfort-first socks and apparel, Bombas has been a longtime supporter of LGBTQ+ organizations and releases an annual Pride collection that gives back to queer community nonprofits. They also have a longstanding commitment to donating clothing to those in need, including LGBTQ+ youth experiencing homelessness.
Milk Makeup: Born in New York City and rooted in the creative community at Milk Studios, Milk Makeup has made self-expression and inclusivity central to its brand since day one. The brand donates 1% of all sales year-round to The Center NYC, an organization that uplifts and supports the LGBTQ+ community, doubling that contribution each June.
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