Boys Lie

What Boys Lie does

Boys Lie is a privately held, direct-to-consumer women's apparel brand founded in 2018 and based in Boston, Massachusetts. The company designs and sells casual and athleisure clothing — including boyfriend tees, baby tees, tank tops, crewnecks, racer hoodies, zip-ups, sweatpants, shorts, jerseys, and dresses — alongside accessories such as trucker hats, totes, socks, jewelry, and home goods. Product construction uses cotton-rayon-polyester blends (e.g., 66% Cotton, 21% Rayon, 13% Polyester) across sizing from XS to 3XL/4XL, with items priced between roughly $40 and $160. The assortment is built around signature sub-lines (Manhunt, Razzle Dazzle, Smoke & Mirrors, Match Point) and a recurring drop cadence.

The business operates a single-channel DTC model through a Shopify-hosted storefront at boyslieofficial.com, supplemented by a wholesale page for select retailers. It runs monthly product drops and limited restocks to drive urgency, and monetizes via one-time apparel sales with optional Klarna buy-now-pay-later, Shop Pay, and PayPal at checkout. Customer engagement is anchored by the Cupid's Club+ loyalty and referral program and by the Boys Lie Podcast, where customers submit anonymous stories in exchange for free merchandise. A capsule collaboration with Von Dutch in 2025 extended the assortment and brand visibility. The company does not disclose revenue, funding, or institutional backing, and operates with a 1–10 employee headcount.

Name

Boys Lie

Legal name

Boys Lie

Website

https://boyslieofficial.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Boys Lie is a Boston-based, privately held direct-to-consumer women's apparel brand founded in 2018, selling casual and athleisure tops, bottoms, accessories, and home goods via its Shopify storefront at price points of $40–$160, supported by monthly drops, a loyalty program, and a branded podcast.

Ownership category

akta.pro rank

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales: One-time product sales through e-commerce website. Customers purchase apparel items (tops, bottoms, accessories) at listed prices. Offers Klarna buy-now-pay-later payment option to facilitate purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Boys Lie is a women's apparel brand that designs, produces, and sells casual and athleisure clothing—including tops (t-shirts, tank tops, crewnecks, hoodies, jerseys, longsleeves), bottoms (sweatpants, shorts), and accessories (hats, bags, socks, jewelry, home goods)—exclusively through its direct-to-consumer e-commerce website. The brand operates a seasonal drop model with frequent limited-edition releases and signature collaborations such as Boys Lie X Von Dutch.

Product overview

Boys Lie is an apparel brand focused on casual and athletic wear for women. The core product portfolio consists of tops (boyfriend tees, baby tees, tank tops, crewnecks, hoodies, zip-ups, thermal longsleeves, jerseys, dresses), bottoms (sweatpants in various fits including Kimmy, Alex, Leah, and MM styles; shorts including Basic Shorts, Kimmy Shorts, and Lacie Shorts), and accessories (trucker hats, terry totes, pouches, socks, jewelry, home goods, beanies, mini skirts). The brand operates on a seasonal drop model with new collections released throughout the year. Key offerings include signature product lines like 'Manhunt' (camo-inspired), 'Razzle Dazzle' (sequin/bling), 'Smoke & Mirrors', 'Match Point', and sport/athletic themed lines. Boys Lie also maintains a loyalty program (Cupid's Club+), a podcast content platform, and has collaborated with Von Dutch on limited-edition capsule collections. Products are available exclusively through the direct-to-consumer e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Tops (T-shirts, Tank Tops, Crewnecks, Hoodies, Jerseys, Longsleeves) Core women's casual and athletic apparel line including boyfriend tees, baby tees, tank tops, Kara crewnecks, racer hoodies, Harley and Alex zip-ups, jerseys, and thermal longsleeves with graphic embroidery and witty slogan designs, priced approximately $40–$160.
• Bottoms (Sweatpants and Shorts) Women's casual bottoms including Kimmy Sweatpants, Alex Pants, Leah flare pants, MM mid-rise pants, Mac Slim Pants, Basic Shorts, Kimmy Shorts, and Lacie Shorts, available in multiple colorways and sizes XS–2XL.
• Accessories (Hats, Bags, Socks, Jewelry, Home Goods, Beanies, Mini Skirts) Complementary accessory line including trucker hats (including terry and corduroy variations), terry totes, pouches, socks, jewelry, home goods, beanies, and mini skirts.
• Boys Lie Gift Cards Digital gift cards available for purchase in various denominations for use on the Boys Lie e-commerce site.
• Boys Lie Podcast Brand-owned podcast content platform where customers can anonymously submit personal stories; selected participants are featured and receive free Boys Lie merchandise, functioning as a community engagement and brand-building service.
• Cupid's Club+ Loyalty Rewards Brand loyalty and rewards program offering points on repeat purchases and referral-based rewards to drive customer retention and word-of-mouth growth.
• Boys Lie X Von Dutch Collaboration Collection Limited-edition capsule collection with Von Dutch featuring collab trucker hats, Von Daddy Kara Crewneck, Von Dutch Racer Hoodie, t-shirts, shorts, skirts, and pants including the Von Daddy Beegee Tank and Von Dutch Alex Pant.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Von DutchcoreStrategic or Co-development PartnerBoys Lie X Von Dutch collaboration featuring a full collection of apparel items including trucker hats, crewnecks, racer hoodies, t-shirts, shorts, and skirts. The collaboration combines Von Dutch's iconic trucker hat heritage with Boys Lie's signature aesthetic, creating a limited-edition capsule collection.
• KlarnaminorOthersPayment processing partnership providing buy-now-pay-later services to customers at checkout. Allows customers to split purchases into installments.

Recent moves4 records

Expansion highlights5 records

Emerging players

• Year of Ours: Year of Ours is a women's activewear brand with a strong identity, inclusive sizing, and DTC-first distribution. It overlaps with Boys Lie's athleisure-adjacent product mix (matching sets, graphic tees) and inclusive sizing approach for the same demographic.
• P.E Nation: P.E Nation is a women's athleisure/lifestyle brand with a logo-heavy aesthetic and frequent limited drops and collaborations. It overlaps with Boys Lie on graphic-led women's casual/athletic wear, community-driven marketing, and a higher price-point specialty positioning.
• KITH Women: KITH's women's line extends the heritage streetwear brand into matching sets, hoodies, and collaborative capsules, directly paralleling Boys Lie's Von Dutch collaboration and loungewear-led assortment. It is comparable on premium women's casual apparel, drop mechanics, and brand-collaboration strategy.

Direct peers

• Princess Polly: Princess Polly is a women's fast-fashion DTC brand with a drop-driven model, social-first marketing, and a similar price point for trendy tops, bottoms, and accessories. It is directly comparable to Boys Lie on GTM motion, customer segment, and product velocity.
• Edikted: Edikted is a women's casual/athleisure DTC brand built on a fast-fashion drop cadence, witty branding, and an Instagram-first GTM — a very close analog to Boys Lie's model. It targets the same customer with similar products (matching sets, baby tees, hoodies) at similar price points.
• Brandy Melville: Brandy Melville is a globally recognized women's casual apparel brand built around a single aesthetic, social-media virality, and tight in-house brand control. Boys Lie mirrors this single-brand, identity-led DTC positioning for a similar Gen Z/young millennial customer.
• Garage Clothing: Garage is a mall-and-DTC women's casual apparel brand targeting the same young-women demographic as Boys Lie, with similar price points, frequent new arrivals, sweat sets, and graphic tees. Its vertically integrated design-to-shelf model and core product overlap (tops, bottoms, accessories) make it a near-direct comparable.

Broad incumbents

• Aerie (American Eagle Outfitters): Aerie is the intimates, loungewear, and casual apparel sub-brand of American Eagle, directly comparable to Boys Lie in its focus on comfort-focused women's apparel with empowering body-inclusive marketing. It shares the same core customer (young women), DTC + wholesale distribution model, and graphic/loungewear product mix.
• Pacsun: Pacsun is a specialty retailer of casual and athleisure apparel for young women and men, with a strong denim/sweatpant assortment and an active influencer/collaboration program. Its casual-wear DNA, female-skewed customer, and willingness to launch capsules overlap meaningfully with Boys Lie's strategy.
• Topshop (ASOS portfolio): Topshop is an established women's casual/fashion retailer with a wide assortment of trending apparel, often cited as a stylistic reference point for graphic-led and athleisure brands. It overlaps with Boys Lie on women's casual apparel and on being a frequent destination for the same Gen Z/young millennial shopper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/boyslieofficial
• Facebookfacebook.com/Boys-Lie-2069778473087622

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Boys Lie