It was the betrayal heard around the globe.
Earlier this 12 months, when Bravo’s “Vanderpump Rules” star Tom Sandoval cheated on his long-time girlfriend Ariana Madix with their co-star and real-life good friend, Raquel Leviss, it reverberated from social media to front-page information.
Madix summed up the dishonest scandal, dubbed “Scandoval,” effectively, stepping out days in a while her means to tape the extremely anticipated “Vanderpump Rules” reunion in a yellow hoodie and matching sweatpants from the clothes model Boys Lie.
Tori Robinson and Leah O’Malley, greatest pals and co-founders of Los Angeles-based Boys Lie, stated the paparazzi photograph caused a right away spike in gross sales of the model’s “1-800-BOYS-LIE” sweatshirt and sweatpants.
“It blew up in a way we had never seen before,” Robinson stated.
Robinson and O’Malley began the business in 2018, nevertheless it wasn’t till they started making clothes with their easy catch phrase, “boys lie” — and celebrities began sporting it — that their model received off the bottom.
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More just lately, Tori Spelling wore a Boys Lie T-shirt in her first outing after information of her divorce from Dean McDermott broke after 17 years of marriage. Once once more, the catchy emblem caused a stir.
“Our brand is a way to represent your emotions without having to say anything at all,” O’Malley stated.
Their advertising and marketing technique entails gifting the garments to celebrities and social media influencers for free of charge. In return, Robinson and O’Malley hope the celebrities and influencers will submit photographs within the attire on their very own on feeds. This, alone, helps drives gross sales.
A business born on Instagram
Tori Robinson and Leah O’Malley, co-founders of Los Angeles-based Boys Lie.
Boys Lie
“We strictly gift out with the hope that a celebrity will wear it,” Robinson stated, then they flow into the photographs on-line. So far, it has labored. Last 12 months, the pair made $eight million in income by promoting each wholesale and direct to shopper and are on monitor to hit between $9 million and $10 million in 2023, in accordance to the corporate.
TikTok and Instagram have rapidly change into the simplest and most cost-effective means to launch a business.
As e-commerce platforms, they’re extremely efficient, too. Most individuals, significantly millennials and Gen Zers, have spent cash they weren’t initially planning to on merchandise they noticed of their social media feeds, a number of research present.
What’s subsequent for Boys Lie
Now the duo is engaged on their subsequent “drop” and have a podcast by the identical identify. Boys Lie has change into “more of a lifestyle,” Robinson stated.
O’Malley likens them to “big sisters” for his or her prospects who typically write in to share their very own relationship horror tales.
“Anyone can go through heartbreak,” she stated. “We’ve become a voice to vent.”