Revenge of the Girlbosses
After losing their jobs in very public fashion, the women who founded companies such as Outdoor Voices, Away and The Wing are back.
Ty Haney is back at the mic.
Photographer: Craig Barritt/Getty Images North AmericaThe great Girlboss Implosion that came to a peak in 2020 created a whole category of startup founders who seemed destined to be banished from the business world forever.
They were a group of mostly young, White women who capitalized on the 2010s Instagram era, building media-savvy, aspirational lifestyle brands that were tied to their magnetic public images. They sold not only luggage, makeup and workout gear but also the idea that buying their products meant you were supporting feminism and inclusivity. (The term "girlboss" was a product of the same era, coined by retailing entrepreneur Sophia Amoruso in 2014.)