girls will be2

Sharon Choksi‘s eight-year-old daughter Maya kept asking her why boys got all the cool stuff. Instead of telling Maya that that’s just the way things are, Choksi decided to give her daughter some cool options, and launched a clothing line designed to empower young girls.

The line, called Girls Will Be, sounds different than almost any clothing designated for tween girls. The line is made up of t-shirts that go against the traditional norms:

[The line] def[ies] traditional rules that say all girls’ clothing must be pink, purple, glittery, and festooned with hearts, ribbons, and bows. Girls Will Be shirts feature bold colors and prints of universally beloved symbols like dogs, sharks, planes, baseballs, along with simple, non-gendered phrases like “Be awesome.”

Girls Will Be aims to “empower young girls to be themselves and never feel like they need to conform to the increasingly narrow definition of ‘girl’ reflected in far too many of the clothes (and other products) marketed to them,” according to the company’s website. The line doesn’t have a single product that sexualizes, demeans, or puts the girls into any type of box, which incredibly makes it unique.

Clothing meant to empower girls and show them that they don’t have to fit a specific mold couldn’t be more necessary and timely. As Sam recently wrote about, clothing with that explicitly said girls are bad at math are being sold by The Children’s Place. What’s more, a new study has just been released saying that girls have anxiety about math not because of any lack of competency, but because they think they should be intimidated by math. Because we’re telling them they’re bad at math, girls feel like they are. Unbelievable.

Girls Will Be sounds like an amazing company. Clearly, disempowering girls is working, so we need to undo these narratives from every possible angle. The company seems committed to letting girls be themselves and find their own unique strengths and interests, which unfortunately is all too rare. As the company’s mission states: “We want all girls to be able to find clothes that reflect who they are and what they like. Because there is more than one way to be a girl!”