BoiBums Apparel Aims to Shake Up Traditional Women's Underwear
BoiBums Apparel was born out of fashion rebellion by two Seattle co-founders, Betsy Bruce and Dana Joy. Dissatisfaction with women’s underwear drove them to borrow from menswear. BoiBums Apparel’s first product, the classic BoiBums brief, offers women’s underwear made with the same soft fabrics, comfortable cut, and wide-waistband found in men’s underwear but made to fit women’s bodies.