If you’re a menswear-loving babe inspired by the likes of Jenna Lyons, Lauren Hutton and Kate Lanphear that has been painstakingly searching for an e-shop that truly fits your steez, listen up. The "world’s first home for tomboys," Wildfang, just hit the web and is backed by a handful of notable non-girly girls. Kate Moenning of The L Word, soccer star Megan Rapinoe of the US Women’s National Team, drummer Hannah Billie of the band Gossip, blogger Nadia Sarwar and Laurel Pantil of Glamour are the platform’s first group of influencers, and they star in a new promo video here. To gear fans up for the official e-commerce launch on March 1st, I sat down with Wildfang’s founders, former Nike employees Julia Parsley and Emma Mcilroy.
What inspired you to ditch Nike and launch Wildfang?
EM: "Nike is a hell of a company. I’m sports mad and as far as I’m concerned it’s the number one sports brand in the world, so it was the perfect place for me. I certainly wasn’t in any hurry to leave. However it became clear that Wildfang was a huge opportunity and there were millions of young women all over the US who wanted us to exist. We launched Wildfang because we were the consumer. It’s a labor of love for Jules and I and the rest of the team here. We were looking for tomboy styled clothing and content from badass women. We decided to leave Nike and do it ourselves, because we wanted it done right."
What services does Wildfang offer?
JP: "Wildfang aims to bring out the best in you by serving both your tomboy fashion sense and your tomboy spirit, 24/7/365. We will offer up amazing tomboy-ready looks and exclusive tomboy content. We have worked really hard to find the best items from a number of different brands, from all over the world. We’ve done all the hard work to find them, so that you don’t have to. We can’t promise we will get everything right straight out of the gates, but we do promise to listen to all the tomboys out there, and hopefully in time we can bring them the looks and styles they’ve craved."
What are some brands that will be featured in the e-shop?
EM: "We have over 30 brands in our collection right now. Some you’ll know and some you won’t. The majority of our brands are from USA. However we also have brands from UK, Australia and France. When we went to buy the clothes we tried every single piece on before we bought it. We took four of our key team members to LA to search for our line; all four of those ladies were Wildfangs, and all four represented a different part of the tomboy spectrum. The focus of our search was to find clothes that fitted us, felt right for the tomboy and had great quality, that we could afford."
How did you select your influencers?
JP: "We looked for women who were confident, cheeky and that you’d want to go for a beer with. The girls you see featured in our campaign are all authentic tomboys.
EM: "We met each of the girls and told them about what we were doing here at WILDFANG. Every one of them loved the idea. They all felt like they were the consumer and that they’d shop from us. They all wanted to be a part of making this happen. They are all amazing women."
Besides your influencers, who are your five favorite tomboys of all time?
EM: "Ooooooh this is my favorite question ever! Thank you. I’m the reside Brand nerd here, so this has my head spinning. The thing about tomboy style is that it’s a spectrum. There’s the sophisticated tomboy and the preppy tomboy, right the way through to the rock n roll tomboy and the glamorous tomboy. Tomboy is also much more than just style. It’s about attitude, too. The best tomboys exemplify both the style and the spirit. Our dream tomboys would be Patti Smith, Coco Chanel, Allison Mosshart, Alexa Chung and Lauren Hutton."