What For Them does

For Them, Inc. is a direct-to-consumer e-commerce apparel company founded in 2021 by Chloe Freeman and headquartered in New York. The company designs, manufactures, and sells wellness and apparel products targeted primarily at queer, transgender, non-binary, and gender-diverse consumers. Its flagship product line consists of patented chest binders featuring breathable compression panels, anti-dig underarm cuts, and graded straps made from 100% recycled fabric. The product portfolio has expanded to include a full range of gender-affirming underwear (Jockless Strap, Trad Boxer, Bottom Boxer, Dyke Briefs, Snack Tanga, Tucking Tanga), hats, magazines, and the AF+ subscription membership offering 30% discounts on all orders.

The company operates on a Shopify-powered DTC storefront with global fulfillment coordinated through ShipHero (domestic) and Passport (international). Its go-to-market is community-driven, relying on organic social presence on Instagram and TikTok, queer media coverage in Gay Times, TIME, and Attitude, and a tightly integrated editorial ecosystem with Autostraddle that operates under the unified AF+ membership umbrella. The business model is primarily transactional DTC apparel revenue at $18-$64 per item, supplemented by recurring AF+ subscription fees that drive repeat purchase frequency.

For Them is incorporated in Delaware as For Them, Inc. and is described as a queer, Black and trans owned and operated business. The company has raised approximately $5.1 million in cumulative funding across a $2 million pre-seed round (2021, led by Resolute Ventures) and subsequent SEC Form D exempt offerings in 2024 and 2025. As of 2025, the company faces material regulatory exposure following FDA warning letters sent to 11 chest binder companies demanding Class I medical device registration.

Name

For Them

Legal name

For Them, Inc.

Website

https://forthem.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

For Them is a queer, Black, and trans-owned direct-to-consumer apparel brand selling patented chest binders, gender-affirming underwear, and accessories for the queer and gender-diverse community, operated through a Shopify storefront and integrated with Autostraddle via the AF+ membership.

Ownership category

akta.pro rank

Product category

Apparel and Wellness

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL), Personal Styling for Plus-Size & Inclusive Fit (HSACAJAI)

Keywords

• Queer apparel
• Chest binders
• Gender-affirming underwear
• Inclusive wellness products
• Direct-to-consumer apparel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: For Them generates revenue through direct-to-consumer sales of queer wellness and apparel products including chest binders, underwear, hats, and magazines. Products are sold at various price points with a membership program offering 30% discounts to subscribers. The company ships worldwide with US-based operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

For Them is a direct-to-consumer apparel and wellness brand selling patented chest binders, gender-affirming underwear, hats, and accessories for the queer and gender-diverse community through a Shopify online store. The product line is designed by and for the queer community, built around a patented compression binder and inclusive sizing from XXS to 5X, with an optional AF+ subscription membership that offers 30% off every order and access to Autostraddle queer journalism content.

Product overview

For Them is a queer, Black and trans owned and operated e-commerce business offering inclusive wellness and lifestyle products primarily for the queer community. The product portfolio centers on chest binders (Binder MAX, Binder All-Day), gender-affirming underwear (Jockless Strap, Trad Boxer, Bottom Boxer, Dyke Briefs, Snack Tanga, Tucking Tanga), hats and apparel, plus a subscription membership (AF+). All shapes are original patented designs. The company operates a Shopify-powered online store and ships globally with membership offering 30% discount on all orders.

Differentiator

Problem solved

Functional benefit

Brands

• AF+: Queer journalism membership program, formerly associated with Autostraddle

Products and services

• Binder MAX Highest compression chest binder with patented design made from 100% recycled waste fabric; features breathable compression panels, anti-dig under-the-pit cut, and 1.5-inch graded straps with a 4-6 hour maximum safe wear time. Priced at $64 ($44.80 for AF+ members).
• Binder All-Day Everyday chest binder designed for all-day comfort with patented compression technology and reversible design. Priced at $55 ($38.50 for AF+ members).
• Jockless Strap Pouchless jockstrap re-designed for queer and fluid wear with jockstrap cut, no-dig straps, and booty coverage without extra front fabric. Priced at $35 ($24.50 for AF+ members).
• Trad Boxer Re-imagined traditional boxers with optional packing pouch, mid waist, reach-through window, and mid-leg length. Priced at $28 ($19.60 for AF+ members).
• Bottom Boxer Genderless boxer shorts with pouch-free design, seam line to accentuate the booty, and short leg length. Priced at $26 ($19.60 for AF+ members).
• Dyke Briefs Classic Y-front boy brief style re-designed with low waist, booty seam line, no legs, and pouch-free design. Priced at $28 ($19.60 for AF+ members).
• Snack Tanga Deconstructed classic tanga with mid high waist, brief cut, hip cut-out window, and pouch-free front. Priced at $28 ($19.60 for AF+ members).
• Tucking Tanga Underwear designed specifically for tucking, offering secure and comfortable fit in a tanga cut style.
• GAY 4 WNBA Hat Sports-themed gay hat from the Sports Gay collection, designed for sports-playing and sports-loving fans. Priced at $40 ($21 for AF+ members).
• San Junipero A-frame 5-panel structured cap with curved visor from the Collabs collection, featuring a special edition design. Priced at $40.
• AF+ Membership Subscription-based queer journalism membership offering 30% off every order, access to Autostraddle content, and support for queer media. Billed monthly.

Quantifiable outcome

• Products ship within 3-5 days; economy shipping arrives within two weeks; expedited shipping within two days

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify powers For Them's e-commerce platform, providing the online store infrastructure that enables product sales to customers worldwide.
• PassportcoreTechnology or IntegrationPassport handles international shipping logistics, assigning local couriers for final delivery to international customers outside the US.
• ShipHerocoreTechnology or IntegrationShipHero manages warehouse operations and coordinates shipping through USPS, FedEx, and DHL eCommerce for domestic US orders.
• AutostraddlecoreStrategic or Co-development PartnerAutostraddle is a queer media platform that shares ownership and operational integration with For Them, offering unified login and the AF+ membership program that supports queer journalism.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MeUndies: MeUndies is a large-scale DTC underwear and loungewear brand offering inclusive sizing and a membership program. It competes with For Them on the underwear side and on the membership-economics playbook that AF+ mirrors.
• Tommy John: Tommy John is a mainstream men's underwear and apparel brand that has expanded into women's and gender-inclusive lines. It represents the kind of well-capitalized incumbent that could enter the queer-affirming category at scale.
• ThirdLove: ThirdLove is a well-funded intimates brand built around half-cup sizing and inclusive fit. It overlaps with For Them on inclusive intimates and on DTC-first distribution, and represents a potential acquirer or category-expansion threat.
• Savage X Fenty: Savage X Fenty is a large, celebrity-backed intimates and apparel brand with a membership model and an explicit inclusive-sizing and inclusive-marketing positioning. It competes for the same broad inclusive-intimates customer For Them is expanding into.

Direct peers

• Wildfang: Wildfang is a queer-founded apparel brand selling menswear-inspired women's clothing and accessories. It targets the same queer and gender-nonconforming customer and competes on apparel (shirts, hats, accessories) rather than binders.
• TomboyX: TomboyX is a queer- and woman-owned intimates and apparel brand selling inclusive-size underwear, bras, and loungewear direct-to-consumer. It overlaps with For Them on gender-affirming underwear and on community-driven brand positioning.
• GC2B: GC2B is the most established direct-to-consumer chest binder brand and For Them's closest head-to-head competitor. It sells a similar range of compression binders and apparel to the trans and gender-diverse community through its own e-commerce storefront.
• Kirrin Finch: Kirrin Finch is a queer-owned menswear-inspired apparel brand for women and non-binary customers. It shares For Them's gender-affirming positioning and DTC distribution model and competes on inclusive apparel outside the binder category.

Emerging players

• Origami Customs: Origami Customs makes custom-fit and ready-to-wear chest binders and packing products for the trans and non-binary community. It is a smaller, custom-focused competitor in the same binder subcategory that anchors For Them's revenue.
• Point of Pride: Point of Pride is a non-profit that distributes free chest binders and gender-affirming products to those in need. It pressures the commercial binder market on price and access and shapes community expectations that For Them must respond to.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/forthem
• TikToktiktok.com/@weareforthem
• LinkedInlinkedin.com/company/for-them-wellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about For Them