Brand Review of ‘Boys Lie’: Finding Empowerment Through Healing from Heartbreak
March, 2019- Sunlight poured through the paneled window panes in my childhood home as I sat, half listening, at the kitchen counter. “It was founded by a girl from Radnor - check them out, I would love to support her,” my mom said to me. My mom had always been this way: a true lover of fashion and a fierce ally of entrepreneurial females. Growing up, my mom always allowed us to embrace our love of clothing, constantly supporting our desire to develop our own impressions of style. Despite having opposite tastes, buying from female founded brands was especially encouraged in our household.
I reached for my phone, finally intrigued by mom’s words as I asked her to repeat the name. “Boys Lie,” she replied. Incredibly curious and suspiciously delighted by her response, I quickly found their Instagram page. Decorated with vibrant sweat suits and alluring makeup, their social media was immediately arresting. With just one search, the gaudy athleisure brand had me hooked.
Founded by Leah O’Malley and Tori Robinson in 2018, Boys Lie is a female-founded brand based in Los Angeles. Their mission? Preaching healing from any type of heartbreak. I bought my first Boys Lie sweatshirt and eye shadow palette two years ago, and both are still staple pieces in my wardrobe. The original piece in their premiere collection, the sweatshirt is easily one of my favorite pieces of clothing I own -it’s oversized and black with bold lettering on the front and a stunning pop-art graphic on the back. I wish I had one in every color.
‘What Are You Going To Do Without Him’ Hoodie
Boys Lie operates like most DTC brands in this space - they launch one collection at a time, and they don’t like to do restocks. Their product sells out in minutes each time they release a new launch, most likely attributed to their saavy use of Instagram for social media marketing in a really astute way.
‘Club Heartbreak’ Set
What customers love most about Boys Lie is how they take the market of chic comfort streetwear and they use their platform to amplify diverse female perspectives - specifically in regard to relationships, heartbreak, and healing. In the future, the brand hopes to expand into more types of clothing, as well as collaborate with other designers. This is a brand founded by self-starting females who twisted their past pain to redefine and empower not only themselves, but a growing following of female consumers. I highly suggest you throw them a follow and look out for their next launch. You don’t want to miss out on the sweat suits that even Gigi Hadid and Ariana Grande love.