Girls Will Be

What Girls Will Be does

Girls Will Be is a direct-to-consumer e-commerce children's apparel brand operated by Lashdida, Inc., founded in July 2013 by siblings Sharon Burns Choksi, Laura Burns, and David Burns (deceased 2018) and headquartered at 3112 Windsor Road, Austin, TX. The company designs and sells stereotype-busting clothing for girls ages 4-14 and, since 2015, for adults, targeting parents who reject the default pink/sparkles/frills aesthetic and girls whose interests span science, math, sports, art, and exploration. The product line centers on a proprietary "in-the-middle" fit — between boys' boxy cuts and typical girls' fitted cap-sleeve cuts — applied to t-shirts, baseball-style jerseys, hoodies, pajamas, and shorts (Perfect Play Shorts and Cargo Shorts) featuring functional pockets and graphics printed on 100% combed and ringspun cotton. Custom manufacturing is done in Los Angeles, CA, with fulfillment shipped from Austin within 1-3 business days.

The business model is DTC-first through a BigCommerce storefront at girlswillbehq.com, with unit pricing of $24 for t-shirts and most shorts, $27-$29 for hoodies, and $16 for accessories; free US shipping is offered on orders over $85, and international shipping is limited to Canada with tiered rates. A wholesale channel accepts retailer inquiries via email, and a flagship 2020 partnership with Concacaf produced an exclusive co-branded t-shirt line tied to the Women's Olympic Qualifying event. Revenue is generated through one-time purchases (no subscription), supplemented by a Refer-A-Friend program (15% off for new customers, $5 off for referrers) and an email signup offering 10% off first orders. Marketing is community- and earned-media-led, with coverage in TODAY, CNN, HuffPost, WSJ, Bloomberg, NYT, Parents, Fast Company, and InStyle, alongside the 2018 #girlsdeservepockets movement co-launched with Princess Awesome and annual photo contests that drive user-generated content.

The company is privately held and family-owned with no disclosed external funding, no institutional investors, and no parent company. The legal entity is Lashdida, Inc., registered in Texas, USA. It is self-described as a small business, ships to all 50 US states and Canada, and is explicitly unable to fulfill UK/EU orders due to regulations. Geographic and category reach is constrained by a single Austin operational base, US-based manufacturing, and a narrow product surface centered on screen-printed graphic apparel.

Name

Girls Will Be

Legal name

Lashdida, Inc

Website

https://girlswillbehq.com

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Girls Will Be is a family-owned, direct-to-consumer e-commerce brand (operated by Lashdida, Inc., Austin, TX) designing and selling stereotype-busting girls' clothing — ages 4-14 plus adult sizes — featuring a proprietary "in-the-middle" fit, functional pockets, and US-manufactured 100% cotton apparel sold primarily through its BigCommerce storefront.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Children’s, Baby & Maternity Apparel Brands (CRAAAAAG)

akta.pro secondary industries

Kids Apparel (5–12) (CRAAAHAC), Activewear & Sportswear (Children) (CRAAAHAJ), Teen/Youth Apparel (13–18) (CRAAAHAD)

Keywords

• Girls apparel
• Children's clothing
• Graphic t-shirts
• Play shorts
• Stereotype-breaking fashion

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their BigCommerce online storefront. Customers purchase directly through the website with products shipped from Austin, TX. Accepts Visa, Mastercard, Discover, and American Express.
2. Wholesale Distribution: Wholesale channel for retailers interested in carrying Girls Will Be products. Retailers can email for wholesale information.
3. Concacaf Partnership Products: Exclusive line of t-shirts in partnership with Concacaf for the Women's Olympic Qualifying event. A contribution from each purchase supports COVID-19 relief efforts.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Girls Will Be designs, manufactures, and sells a proprietary line of stereotype-busting girls' apparel — including t-shirts, shorts, baseball-style jerseys, hoodies, pajamas, and chalkboard shirts — through its own DTC e-commerce storefront and a small wholesale channel. The brand's signature "in-the-middle" fit, functional pockets, and bold graphics (science, math, sports, empowerment themes) differentiate it from conventional girls' and boys' clothing. All products are designed for girls ages 4-14 with select designs available in adult sizes.

Product overview

Girls Will Be is an e-commerce children's clothing brand (operated by Lashdida Inc.) offering a proprietary line of stereotype-busting apparel for girls. The core portfolio centers on custom-designed t-shirts and shorts manufactured in the USA with a distinctive 'in-the-middle' fit—neither boxy nor overly fitted. Product lineup includes t-shirts, baseball-style jerseys, hoodies, pajamas, and the signature 'not-so-short' shorts with functional pockets. Select designs are available in adult sizes for teens and adults. The company also offers wholesale distribution to retailers and sells gift cards. All products feature bold graphics celebrating diverse girls' interests (science, sports, art) with colors beyond traditional pink.

Differentiator

Problem solved

Functional benefit

Products and services

• Perfect Play Shorts Signature "not-so-short" shorts designed with longer inseams, room to move, and functional pockets. Features the proprietary 'in-the-middle' fit that is neither too fitted nor too boxy. Available in solids and stripes. Priced at $24 (closeout at $20).
• Cargo Shorts Shorts featuring six different pockets big enough to use, designed for girls' adventures. Includes an adjustable internal waistband and straight fit through hips. Priced at $32 (closeout at $20).
• Custom-Fit T-Shirts Proprietary-designed girls' t-shirts with the signature 'in-the-middle' fit (not boxy like boys', not fitted with cap sleeves like typical girls'), made from 100% combed and ringspun cotton. Available in sizes 4-14 with vibrant colors beyond pink. Priced at $24 (closeout at $20).
• Baseball-Style Jerseys Slightly roomier jersey-style shirts with baseball-inspired design. Not pre-washed, so they will shrink slightly on first wash. Features designs such as 'Be Mighty', 'Be Curious', 'Book Hugger', and 'Artist At Work'.
• Fleece Hoodies Fleece hoodies available in various colors and designs including 'Be Bold', 'Game On', '#goals', and 'Hockey Life'. Offered in girls' sizes and adult sizes with a modern unisex fit. Priced from $27 to $29 depending on style.
• Adult-Sized Shirts Select Girls Will Be designs printed on adult-sized shirts in both women's fit and unisex fit. Available for adults and older teens who want the brand's designs.
• Pajama Time PJs Sleepwear featuring stereotype-busting themes like coding and dinosaurs instead of traditionally 'girly' patterns.
• Chalkboard Shirts and Jerseys T-shirts and jerseys with chalkboard fabric that allow girls to write their own messages or fill in blanks such as 'Girls Will Be ____'.
• Gift Cards Gift certificates available for purchase in any denomination for use on the Girls Will Be website. Priced at $16 for LMNOtes gift tags as one specific accessory SKU.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Concacaf (Confederation of North, Central America and Caribbean Association Football)flagshipGTM or Marketing Partner · 1 January 2020Exclusive partnership for the Concacaf Women's Olympic Qualifying event. Girls Will Be designed a line of co-branded t-shirts (Great Athlete, More Than Cute, Unstoppable) for youth and adult sizes. A contribution from each purchase supports COVID-19 relief efforts for communities affected by the pandemic.
• Princess AwesomecoreStrategic or Co-development Partner · 1 January 2018Joint #girlsdeservepockets movement launched in 2018 to raise awareness about the lack of pockets in girls' clothing. Girls Will Be and Princess Awesome co-branded a giveaway promoting pockets in girls' clothing. Both companies share a mission of providing girls with functional, stereotype-breaking clothing options.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Carter's: Carter's is the largest US specialty retailer of children's apparel, covering infants through size 14. While it has a much broader assortment, lower price points, and traditional aesthetics, it represents the dominant mass-market competitor for everyday kids' clothing purchases.
• Old Navy Kids: Old Navy Kids is a value-oriented children's apparel line from Gap Inc. covering the same age range (4-14) and product categories (t-shirts, shorts, hoodies) as Girls Will Be. Competes on price and convenience rather than on the empowerment message.
• GapKids: GapKids is a mass-market children's apparel line from Gap Inc. covering t-shirts, shorts, and casualwear for kids. It competes with Girls Will Be for the same household apparel budget but at lower price points and with a much broader assortment.
• Justice (tween girls): Justice is a specialty tween girls' apparel retailer operating under the Ascena/catbrand portfolio. It targets girls in the 7-14 age range with apparel, accessories, and intimates, and is comparable to Girls Will Be in target demographic although opposite in aesthetic positioning.

Emerging players

• Mulberry & Grand: Mulberry & Grand is a small DTC children's apparel brand offering themed graphic tees and apparel. Smaller and more niche than Girls Will Be but with a similar model of themed graphic apparel sold online to engaged parent communities.

Direct peers

• Patagonia Kids: Patagonia Kids is a premium, mission-driven children's apparel line emphasizing durability, ethical production, and active outdoor use. Comparable to Girls Will Be on values (purpose-driven brand), price point, and the parent buyer prioritizing quality and ethics over fast fashion.
• Athleta Girl: Athleta Girl (Gap Inc.) is a direct peer for girls' athletic and activewear apparel, overlapping with the jersey, hoodie, and shorts categories where Girls Will Be emphasizes comfort, movement, and empowerment. Both position apparel to support girls' active lifestyles.
• Princess Awesome: Princess Awesome is a girls' apparel brand offering dresses, tops, and leggings with empowering, science- and adventure-themed prints. Girls Will Be explicitly partnered with Princess Awesome on the #girlsdeservepockets movement, making them the closest direct peer in mission, customer, and product.
• Primary: Primary is a DTC children's apparel brand known for gender-neutral basics and vivid colors without slogans, directly comparable to Girls Will Be's mission of breaking gender stereotypes in children's clothing. Both compete for the same parent shopper seeking non-traditional, well-fitting kids' basics.
• Hanna Andersson: Hanna Andersson is a premium children's apparel brand focused on quality, durability, and playful prints. It shares Girls Will Be's emphasis on made-in-the-USA production, long-lasting construction, and parents willing to pay $20-$40 per item for premium kids' clothing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/GirlsWillBeHQ
• Facebookfacebook.com/girlswillbeHQ
• Instagraminstagram.com/girlswillbe
• Pinterestpinterest.com/girlswillbe

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Girls Will Be