ToughCutie: Socks that Support Women from the Ground Up – Garage

ToughCutie Founder and CEO Brittany Coleman started her sock company as a way to support women as they walk through life, as adventurers, entrepreneurs, caregivers, and everything in between. Before ToughCutie launched in 2022, Brittany worked as a business analyst in the apparel and hosiery industry. While successful in this role, the bias that permeated the industry soured the job for her. “There was sexism in the approach of developing products for women,” Brittany explained. “As well as in the thought process of women as consumers.” The industry considers women to be “the girlfriend of the real outdoorsmen,” Brittany said, marked by the ubiquitous “shrink it and pink it” ideology. Because women drive the majority of consumer purchasing decisions, Brittany felt there was so much potential for designers to instead see an opportunity to serve women. “You’re not going
ToughCutie Founder and CEO Brittany Coleman started her sock company as a way to support women as they walk through life, as adventurers, entrepreneurs, caregivers