Finding Your Artery

I recently went one on one with Fran Dunaway, a media executive-turned-fashion entrepreneur and co-founder of TomboyX, a Seattle-based gender-neutral underwear and loungewear brand. As CEO, Fran has led TomboyX to doubled YoY growth and industry recognition that has included a listing on Inc. Magazine’s 500 fastest growing companies. Prior to founding TomboyX, Fran spent over fifteen years in media production including director-level roles with political consulting firms. Her work included managing multi-million-dollar budgets and large teams in production of TV/radio ads and animations for congressional candidates and social causes. She has also produced TV episodes for PBS and independent films, with festival showings at Sundance and DigiDance.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. ​How did you get here? ​What experiences, failures, setbacks or challenges have been most instrumental to your growth?

Fran: I spent a good portion of my career in media production, mainly in political consultancy but I also dabbled in some television work for PBS and a few indie films before starting TomboyX. As a queer woman, my communities have always been made to feel like outsiders. Knowing that it was our differences that make us stand out, I wanted to make others feel the same and it just so happened that my way to do so was through apparel, hence the birth of TomboyX. 

Getting to where we are now was through a values approach. We didn’t make decisions based off what was profitable; instead, we actively vetted problems our communities had in the apparel industry and found solutions to improve inclusivity within the same space. Listening to our customers’ stories has been pivotal to our growth as a company and my own personal growth. Products like our Trans Pride collection came from specific experiences we had with customers that inspired an entire collection because they weren’t being represented. 

While always aiming to lead with value, it’s been a challenge within itself. Although we try to champion the outsider, we don’t always get it right. With that being said, we use those setbacks to inform our strategies moving forward to show our customers that we are actively listening and trying to show tangible change within an industry that often overlooks the queer community and hypersexualizes them. Starting TomobyX has been extremely instrumental to my personal growth because it has allowed me to see through the lens of every person within my community. It also has given me a platform to celebrate them as individuals and give back to the community that has been part of my everyday life.

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?

Fran: It started with a lack of representation within the apparel industry. My wife Naomi Gonzalez and I were struggling to find a Ben Sherman like button up in a woman’s size. We were searching high and low until we realized we’d have better luck if we created it. This led to a Kickstarter campaign to help fund the production of the shirts, and later helped curate different product lines like shoes, belts, and hats. Naomi and I have always identified as tomboys and since the premise of these clothes were masculine styles made for women, we decided to name the company TomboyX. The name instantly grew brand recognition because self-identified tomboys around the nation finally found a brand that spoke to them. Our ‘aha’ moment didn’t come until our customers started to ask if we sold boxer briefs for women. Before this, we sold branded underwear manufactured by a third party, we continued to see this product rise in popularity and eventually explored what else was out there. There was nothing! This was our moment to make underwear that didn’t have to come in blue or pink: underwear for all.

With that said my advice to others would be to actively listen to your customers. Whether it be through social media, traditional media, email, or over the phone, make sure to always ask what it is the customer needs. Having that open window for communication allows both parties to voice concerns which in turn creates loyalty. Most of the products I’ve created stem from customer stories, which have led to better products that benefit the masses. 

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?

Fran: I knew TomboyX was worth pursuing once we kept hearing great feedback on the name. We felt reassured that people were interested in this product because our customers would constantly voice that there had never seen a product that specifically catered to their identity. Second, as soon as we really started focusing on underwear, we knew we scored gold because we were finally able to scale the business and saw the numbers kept rising. Lastly, before settling on a name and highlighting a product, we did our research and knew there was a market for women who enjoyed masculine style clothing. A combination of listening and taking a chance is essentially what got our business running and is the advice I would give to all aspiring business owners. There are times where you’ll be hesitant, but you have to just go for it and learn from the outcome, regardless if it is good or bad. 

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?

Fran: One of the main steps in growing TomboyX was ensuring our company reflected Naomi and my values and building a great network to match. We pride ourselves in being a progressive business and we try and implement our advocacy in all aspects of our business. This means implementing inclusion even in areas of the business where our customers aren’t exposed to. For example, when it comes to vendors and the manufacturers we partner with to create our products, we try to partner with those who are woman-owned or have a strong woman workforce and share our values around fair wages, working conditions and sustainability. We also apply this principle when it comes to our investors and our employees. This way, it is clear to our customers that our mission isn’t just some marketing ploy, it is part of our DNA.

We encourage other businesses to follow suit and live their mission statement across all boards. This will not only allow your business to gain customer trust but will also showcase the integrity it has well beyond marketing. It’s not enough to make a product and get consumers interested, to be a great business leader, one must go the extra mile and keep the company values in practice regardless of industry chatter. Setting up the ‘why’ of your business is a crucial, yet often forgotten step. It’s what humanizes your business and reassures its customers that they are consuming from an ethical business.

Adam: What are your best sales and marketing tips?

Fran: Test and learn, test and learn.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Fran: This is something I ask myself on a regular basis. I try to read books, listen to podcasts and TED talks, watch leadership programs – all as a way to further my education on how to be an effective leader. It’s important to know what individuals need from leadership as well as the whole team. As the CEO, it’s important to be transparent, considerate and a cheerleader that keeps everyone focused on the end goal. It’s also important to be vulnerable, when needed. The past 6 months have been challenging and we talk about it openly.

Adam: What is your best advice on building, leading and managing teams?

Fran: Make sure to have shared values on work and accountability. I lean into life and work and I find that my best teammates share that ethic. I’m there for my team, any time of the day or night. And I know that they are there for me as well. It isn’t just a job. We’re in it to win it and it can’t be done alone.

Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders? 

Fran: Trust your gut and remain open to change. Listen intently and pay attention to indicators. 

Adam: What is the single best piece of advice you have ever received?

Fran: During the idea stage of what was soon to be TomboyX, I had a conversation with one of the founders of Tommy Bahama, Bobby Emfield. During our conversation he mentioned how when he first started Tommy Bahama, it was a single product – a quarter zip sweatshirt - that sustained them while he built the brand. He also said, and I will never forget it, “You’re going to be like [Tommy Bahama was], you think you’re tapping into a vein and you’ve actually hit an artery.” 

I continued to repeat these two ideas in my head while business was starting to pick up at TomboyX and eventually made them come to fruition. Although it wasn’t hard advice so to speak, I took both statements as a ‘never give up’ type of sentiment. We knew we had something going for us after our Kickstarter campaign when we raised $76,000 in 30 days. The only thing that was left was finding that artery, a hero product that set our brand a part. A few months later came the boxer briefs for women which turned into gender-neutral underwear.