Girls will be boys: Site offers menswear for women

05.02.2013 Nike : Wildfang : Tomboys

Portland, Oregon – Two former Nike employees are launching an e-commerce site selling menswear for women.

Wildfang is dubbed by the founders Julia Parsley and Emma McIlroy as ‘the world’s first home for tomboys’. Launching on 1 March, the online shop will contain 30 brands that create menswear-inspired pieces for female shoppers.

‘Julia and I both found ourselves in the men’s department at Urban Outfitters craving items that didn’t fit us,’ McIlroy tells LS:N Global. ‘We spent six months doing consumer research and realised the problem we both had was experienced by many other women around the US. Young women were craving a destination that offers tomboy-ready looks’.

To promote the site, Wildfang has employed celebrity ambassadors who embody the tomboy image, including The L Word actress Kate Moennig and Gossip drummer Hannah Blilie.

To find out more about today’s female consumers, look out for our forthcoming Womenomics report.

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