BoiBums Apparel | SFI Member Profile


BoiBums Apparel was born out of fashion rebellion by two Seattle co-founders, Betsy Bruce and Dana Joy, who believe women can enjoy both comfort and style. They thought, why not borrow from the men’s side but make it unique for women? Creating a product for women using the same soft fabrics, comfortable cut, and wide-waistband used in men’s underwear.

Unlike many other designers, they have consciously acknowledged that not all women are a size 2. Their patterns have taken into consideration wide ranges of sizes and body types. The co-founder’s collective philosophy is to design something they would love to wear themselves. Believing that other women might feel similarly, they’ve developed a product to fit an untapped market.

BoiBums Founder Betsy Bruce Dana Joy

Founders Betsy Bruce & Dana Joy

“Why does women’s underwear have to be sheer and frilly?” asks Joy, “I want to wear clothing that represents who I am and is reflective of my definition of sexy.”

In the BoiBums Kickstarter video, Joy admits that she has purchased and worn high-end men’s underwear because they are so cute and comfortable. As the founders have shared their product idea with other women, many have confessed to stealing and wearing their boyfriend or husband’s underwear. The co-founders have found a niche, taking traditional men’s briefs and modifying the design to create a similar product without the extra fabric that women don’t need. A product specifically crafted for a women’s body without sacrificing any of the comfort or design elements.

In order to move into large-scale production, BoiBums Apparel recently launched a Kickstarter campaign with a goal of raising $20,000 to fund start-up costs for their new line of women’s underwear styled like men’s briefs. The design of BoiBums underwear draws inspiration from the comfortable materials, coverage, colorful designs, , clever styles, and comfortable waistband of high-end men’s underwear. BoiBums underwear is made with a blend of 95% cotton/5% spandex jersey knit fabric with a unique soft, wide waistband. The co-founders believe in keeping their production local and have been working with professional designers, patternmakers, and production companies in Seattle to produce their women’s underwear.

BoiBums Apparel Wants in Your DrawersThe Kickstarter funds are critical for this small start-up business. They will use their $20,000 goal to finance the initial production run. The owners have strategically kept the initial product line to a single style of underwear in multiple color combinations to keep production costs in check. The money raised by the Kickstarter campaign will fund production of an initial run of the product to fulfill Kickstarter orders as well as inventory to begin selling directly to customers.

“We are excited to share our vision with like-minded women who want a comfortable alternative to girly women’s underwear,” says Bruce, “I’ve been wearing sample pairs for the past few weeks and I’m delighted with the fit and how great they feel on. I can’t wait to have a whole drawer full of them! And I can’t wait to share this product that I’m passionate about with other women!”

Author: Steven Matsumoto

Steven Paul Matsumoto is the founder of Seattle Fashion Incubator, and an active member of the Seattle business community. Currently Mr. Matsumoto sits on Advisory Boards for the University of Washington Fashion Certificate Program, and the Trade Development Alliance of Greater Seattle.

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