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Fran Dunaway

CEO/Co-Founder TomboyX

Fran Dunaway is a prominent media executive turned fashion entrepreneur and the co-founder of TomboyX, a well-known gender-neutral underwear and loungewear brand established in Seattle in 2013. Alongside her wife Naomi Gonzalez, Fran initiated TomboyX as a passion project to design the perfect button-up shirt but later shifted their focus to underwear due to high demand for their first women's boxer brief. Fran and the brand advocate for positive change through promoting a human agenda, sparking dialogues on gender, confidence, acceptance, and inclusion.

Highlights

May 16 · linkedin

In 2013, my wife & I started TomboyX focused on sustainable, comfortable clothes. We met an unmet need & included real people in our campaigns - plus size, trans, straight, gay, black, brown, differently abled.

In 2022, a mic drop moment - TomboyX was chosen as a featured brand nation wide for Target #Pride! Naomi & I flew to LA for the @Target shoot & the energy on set was electric. We knew we were participating in a game changing moment as we shot ads featuring diverse #LGBTQ+ models. When the first take was done, there wasn’t a dry eye on set.

Target was embracing the #LGBTQ community in a way no big box store had done. We were going mainstream! Every potential little “me” was going to walk into a Target store & feel seen & validated, possibly for the very first time. We all felt the significance of this moment in history.

In most Target stores Pride was front & center. In fact, the one in D’Iberville Mississippi had us in the back - until my mother, a local, marched in & demanded it be up front. My mom’s action signifies the importance of empowering marginalized communities, of embracing them as part of the human race with equal justification & belonging. The collab was wildly successful and Target decided to carry us year round.

Cue the record scratch…. 2024.

Recently Target began quietly removing product that supports the queer community. A few weeks ago, our team was informed, after the fact,Target had delisted the TomboyX Progress Pride Collection & is significantly scaling back on Pride.

Hearing this news, my heart broke. Not because of the impact to our business but because I know how this impacts our community. To be seen & celebrated by a behemoth like Target & then be categorically erased is more hurtful & damaging than never having been embraced at all. We’ve been ghosted.

Why? People with an agenda marched into stores, threw fits, made false claims & harassed employees. What about the employees who are part of the LGBTQ community? What about LGBTQ customers who felt seen & accepted? Sadly, the truth is - the Target allyship was always performative. Rather than target the haters & hold them accountable for their actions, Target removed the target from their backs & firmly planted it on people like us. No longer leading, Target has chosen silent complicity over wielding their power for change.

I’ve been out for over 40 years & have never felt more concern for the safety of my LGBTQ family. Fearful responses from companies like Target give power to the fires of hatred, empowering people to feel emboldened to take aim at a community already under attack.

I am deeply disappointed & appalled at the cruelty you’ve inflicted. We see your true colors, no rainbows in sight. This #Pride, we will be wearing rainbows loud & proud. Tides may have shifted but we can still lock arms, hold people and corporations accountable for their action/inaction. We know which side of history we’ll be on.

See you at REI Coop & Kohl's

Fran Dunaway
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Location

Seattle, Washington, United States