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We started Princess Awesome because we wanted all kids to see trucks, dinosaurs, math, science, trains, and more as just as much for girls as they are for boys. We did that by explicitly putting these topics on clothes usually worn by girls, and we show girls wearing them. The goal at Princess Awesome is not to make our clothes gender neutral, but to take topics that have been gendered by the world around us and return those topics to neutral by applying them to places where they have been absent in children’s clothing - namely girls’ clothing.
We were not having any trouble coming up with ideas for Boy, Wonder. The problem was that, like their sisters, boys care very deeply about what is on their clothing - and also have strong preferences about the combination of things that they want to wear. Some boys want sparkles, but not pink. Some want pink but not sparkles. Some like trucks AND purple. Others only want purple, no trucks. Some boys will only wear a shirt with buttons, while others will-not-touch-with-a-ten-foot-pole a shirt with buttons or collars.
Bright colors. Unicorns. Adorable animals. Sparkles. Rainbows. That’s not what you find in the boys’ section of most mainstream stores. Because gender stereotypes work both ways, and the things that have been deemed “for girls” do not appear on boys’ clothing anywhere. Which limits what all kids think boys can be and do.
Wait, are we really saying there are limits on boys?
Oh yes we are.
Have you visited the boys’ section in a mainstream retailer lately?
The time has come.
We're making boys' clothes!
Tell us what YOU want to see from our new company, Boy, Wonder!