Fran Dunaway

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Fran Dunaway is an American entrepreneur. Fran started TomboyX in 2013 and is based in Seattle, WA.[1]

Fran Dunaway,  of TomboyXFran Dunaway, of TomboyX




Seattle, WA


@fdunaway (501 followers)


@fnawesomeadventure (620 followers)


Early Career

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Fran started TomboyX in 2013. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on TomboyX?

When we started the company, my co-founder (and wife) Naomi and I didn’t know a knit from a woven. We just had a burning desire to make beautiful button-up shirts, like a Ben Sherman for women.

We wanted to create a shirt with fine quality fabric, fun details and fit for a woman’s body. At the time, we both had careers that we loved and made a decent living with vacations and paychecks… This was just a side project for us.

We chose the name TomboyX because we thought it was cute.

In order to pay for our shirts to go into production, we opted to start a Kickstarter campaign. Production was going to cost about $70,000 so we set the 30-day goal at $75,000. And about a week into our Kickstarter campaign, we realized that it was the name that was really resonating with a cross-section of people from around the world.

We hit the goal with a little extra and then started wondering what to do with this ‘instant brand’ that was about the name. We wanted to find a more broadly appealing ‘hero’ product on which to build a lifestyle brand. That seemed like the real opportunity that was presenting itself.

Our research taught us that the lifestyle brands with staying power started by focusing on one ‘hero’ product and building from there. Our customers had been asking us to make boxer briefs for women so we listened and presto: we found our hero product.

We found that we were good at making quality underwear that fits well, and we have since expanded our line to include everything from a bikini cut to a 9” boxer brief.

Source [1]



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