Apr 17, 2026

Fran is Back

by TomboyX

You may be seeing us in the news, here’s why:

We here at tomboyx are stepping into a bold new era, and it starts with coming home. Co-Founder Fran Dunaway has reclaimed controlling interest in the brand she helped build from a one-car garage, bringing things back to their roots while setting the stage for what’s next. Backed by a tight-knit group of mission-aligned investors, this shift is all about protecting what makes tomboyx special, while staying strong in the face of a wild retail landscape, rising pressures, and ongoing scrutiny of LGBTQ+ brands.

Fran is back in the mix as Co-Founder & President, joined by new CEO Seujan Bertram and Chief Creative Officer James Ford. Think of it as a dream team: Seujan is here to keep the business sharp, sustainable, and built to last, while James is ready to push the creative boundaries in all the right ways. Together, they’re making sure tomboyx stays true to its heart and ready for whatever comes next.

Since 2013, tomboyx has been showing up for folks who’ve never quite seen themselves reflected in traditional apparel—and that’s not changing. As a queer- and women-founded, B Corp-certified brand, it’s always been about more than underwear. With Fran back at the helm, the focus is getting clearer: do what matters, ditch what doesn’t, and double down on community, authenticity, and self-expression. It’s less about chasing everything—and more about doing the right things really well.

Check us out on Puget Sound Business Journal.