<p class="financial-disclaimer"><i>When you buy through our links, we may earn money from our affiliate partners. <a href="https://www.insider-inc.com/commerce-on-insider-inc/">Learn more.</a></i></p><p><a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/the-ultimate-wf-fern-button-up.html" target="_blank" rel="nofollow noopener nofollow sponsored"><strong></strong></a></p><ul class="summary-list"><li><strong>I wear <keyword id="946707" type="PERSON" weightage="60" keywordseo="mens-clothing">men's clothing</keyword> almost exclusively, but it often doesn't fit right. </strong></li><li><strong><a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/" target="_blank" rel="noopener nofollow nofollow sponsored">Wildfang</a> has allowed me to maintain my aesthetic with clothes that are actually designed to fit my body.</strong></li><li><strong>The brand's "<a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/the-ultimate-wf-fern-button-up.html" target="_blank" rel="noopener nofollow sponsored">Ultimate Button Ups</a>" have become a staple of my wardrobe, starting at a modest $74.</strong></li></ul><iframe src="https://produktor.businessinsider.com/productCardService?id=5e31ba6e62fa81558f446153&amp;type=small&amp;live=true" width="100%" height="150%" frameborder="0" style="position:absolute; top:0; left: 0"></iframe><h2>What is Wildfang?</h2><p>In June of 2018, First Lady Melania Trump wore a jacket emblazoned with the words <a href="https://www.businessinsider.com/melania-jacket-i-really-dont-care-texas-immigrant-visit-2018-6" target="_blank" rel="noopener">"I really don't care. Do U?"</a> Days later, clothing brand Wildfang responded and went viral with its "I Really Care" collection, <a href="https://www.insider.com/i-really-care-jackets-melania-trump-2018-6" target="_blank" rel="noopener">a send-up of the controversial jacke</a>t. The proceeds of that collection generated a donation of over $250,000 for immigration legal services provider RAICES.</p><p>Endeavors like these are at the heart of Wildfang's mission. Driven by the values of its 35-strong team of employees, Wildfang has made a name for itself as an ethically driven fashion brand. Its cornerstone <a href="https://www.businessinsider.com/feminist-gifts-that-give-back-2018-10" target="_blank" rel="noopener">"Wild Feminist" collection</a> has been with them since they were founded in 2013 with new pieces constantly being added. Wildfang is consistently looking to give back having donated over half a million dollars since its inception to various charities such as PERIOD. The Menstrual Movement, She Should Run, Southern Poverty Law Center, and more, with campaigns often inspired by newsworthy events.</p><p>CEO Emma Mcilroy, COO Julia Parsley, and creative director Taralyn Thuot began the brand in 2013 as a way to expand women's options and tailor a more androgynous <keyword id="7" type="CITY" weightage="100" keywordseo="style">style</keyword> to fit women's bodies. Mcilroy told Business Insider:</p><p style="padding-left: 40px;">Women's fashion felt very restrictive for me, and gender roles don't really make sense at all in clothing as far as I'm concerned. I wanted to smash that, and in doing so we realized there are a lot of other rules that need to be broken for women. That includes how they show up in society, the jobs they get to do, and the way they're represented.</p><h2>Why we love Wildfang</h2><p>As a queer person with a very masculine style, my discovery of Wildfang felt critical to my style expression.</p><p>I tend to wear a lot of men's clothing, but more often than not, the clothes are not tailored to my body. The sleeves are always too long, the shoulders too wide, and there's never enough room in the hips. But <a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/" target="_blank" rel="noopener nofollow sponsored">Wildfang</a> takes items of clothing that aesthetically look like "men's" styles, and adjusts the measurements so they work for women.</p><h2>Our favorite pieces</h2><p>When I first tried on one of the brand's "<a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/the-ultimate-wf-fern-button-up.html" target="_blank" rel="noopener nofollow nofollow sponsored nofollow sponsored">Ultimate Button Ups</a>," I was shocked that a shirt that fit my style could actually fit my body. For years I was used to cobbling together a wardrobe from men's departments, women's departments, and even children's departments, full of pieces that fit well enough but were never exactly right. Wildfang changed all that. These clothes were made exactly for me.</p><p>Wildfang has also encouraged me to expand my comfort zone when it comes to fashion. In the past, I would shy away from exploring new styles because I hated trying on clothes that I knew wouldn't fit right. Now that I know these clothes are more likely to actually fit me, I'm more willing to try them on and take a bit of a risk.</p><p><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/sid/biip_120118_wildfang-clothing-review/https://www.wildfang.com/workwear-chore-coat.html?split_id=36463" target="_blank" rel="nofollow noopener sponsored"><div type="image" title="Wildfang Jen 2" height="900" width="1200" msid="76346109" hostid="261"></div></a></p><p>Case in point: the <a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/wf-workwear-pant.html" target="_blank" rel="noopener nofollow nofollow sponsored">WF Workwear Pant ($50)</a>. I've always envied folks who can pull off the workwear look, but I never thought I was bold enough to be one of them. Then these pants got dropped in my lap, and, twist my arm, I <em>had</em> to test them out for this article. I wound up falling in love with them, so I nabbed the matching jacket too which has since been slightly redesigned, but the <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/sid/biip_120118_wildfang-clothing-review/https://www.wildfang.com/workwear-chore-coat.html?split_id=36463" target="_blank" rel="nofollow noopener nofollow sponsored">Workwear Chore Coat ($128)</a> is a great alternative that'll give you a similar look in a slightly longer silhouette. I <em>can </em>pull off the workwear look, and I look dang good doing it, if I do say so myself.</p><p><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/sid/biip_120118_wildfang-clothing-review/https://www.wildfang.com/workwear-coverall.html?split_id=36517" target="_blank" rel="nofollow noopener sponsored"><div type="image" title="Wildfang" height="900" width="1200" msid="76346114" hostid="261"></div></a></p><p>If you want to take your workwear look to the next level, the <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/sid/biip_120118_wildfang-clothing-review/https://www.wildfang.com/workwear-coverall.html?split_id=36517" target="_blank" rel="nofollow noopener nofollow sponsored">Workwear Coveralls ($188)</a> should be high on your list. Like the Workwear Pant, I was initially hesitant to take the plunge, but once I tried them on and realized how comfy they were and how confident they made me feel, there was no turning back. Though I haven't tried Wildfang's <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/sid/biip_120118_wildfang-clothing-review/https://www.wildfang.com/workwear-overall.html?split_id=36025" target="_blank" rel="nofollow noopener nofollow sponsored">Overalls ($168)</a>, my partner swears by them and they've become a staple of her wardrobe.</p><p>In addition to its in-house brand, <a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/" target="_blank" rel="noopener nofollow nofollow sponsored">Wildfang</a> regularly collaborates with huge names in menswear, like Obey, Volcom, and RCVA. Wildfang has encouraged these brands to take some of its pieces and modify them for women without compromising any of the original aesthetic. I have several pieces from the Publish x Wildfang collaboration that came out some time ago that remain some of my favorite things to wear.</p><h2>The bottom line</h2><p>Whether you've had a hard time making traditional menswear work for your body and want some clothing that <em>finally</em> fits properly, or you just want to add a masculine edge to your wardrobe, Wildfang has incredible options across the size and gender spectrum at modest price points.</p><p>Plus, its clothing is consistently modeled by people across the size spectrum, and it shares what sizes the models are wearing as well as their measurements, taking some of the frustrating guesswork out of online shopping.</p><p>I consider myself lucky to have discovered Wildfang, and I can't wait to shop its next launch.</p><h3><a href="http://www.anrdoezrs.net/links/3861930/type/dlg/https://www.wildfang.com/" target="_blank" rel="noopener nofollow nofollow sponsored">Shop clothing and accessories at Wildfang here</a>.</h3>

Wildfang makes gender-inclusive clothes for people like me who don't always fit into typical men's sizing but don't want ultra-feminine cuts, either

<ul class="summary-list"><li>When I got married, my husband and I had a very laid-back wedding at City Hall. </li><li>Our son recently told us he proposed, and they planned a traditional wedding. </li></ul><p><span>"I have some news," our 32-year-old son David announced to my husband Andy and me on a weekend visit to our home. "I'm </span><a target="_blank" href="https://www.businessinsider.com/i-planned-proposals-for-other-people-for-years-2023-2"><span>going to propose</span></a><span> to Lindsey."</span></p><p><span>"Why are you proposing?" I asked, a little too abruptly. "I thought you two already discussed getting married."</span></p><p><span>"We have," David said. "But I've </span><a target="_blank" href="https://www.businessinsider.com/engagement-ring-trends-2024-styles-designs-jewelers-2023-11"><span>purchased a ring,</span></a><span> and I'm going to get down on my knee and formally ask her to marry me."</span></p><p><span>Andy suddenly chimed in. "Really? You're going to go through all that?"</span></p><p><span>David replied, laughing, "I thought you guys would be happy with the news."</span></p><p><span>We assured him that we adored Lindsey and were indeed happy with the announcement, but given our countercultural perspective on weddings, we were thrown off a little by the formality around the marriage proposal. I then began to reflect on our own offbeat betrothal.</span></p><h2 id="797c873a-3147-4914-8039-ee69edbbc639"><strong><span>My own wedding was very low-key</span></strong></h2><p><span>It was the early 1980s. Andy was a leftist sociologist, and I was a committed feminist. After cohabiting for four years, we decided to get hitched. The motivation was an upcoming visit to my parents at their recently </span><a target="_blank" href="https://www.businessinsider.com/luxury-real-estate-condos-miami-branded-residences-porsche-lamborghini-homebuyers-2024-8"><span>purchased Florida condo</span></a><span>.</span></p><p><span>If we remained unmarried, how would my parents introduce Andy to their new Florida friends? "This is Rose's partner? Significant other? Paramour?" We weren't sure how those options would sound to the Florida set, so we decided to tie the knot. Besides, we knew we would eventually marry anyway when we decided to have kids, and what could be a better time for a wedding than the dead of winter in Upstate New York?</span></p><p><span>Because we knew nothing about the process, we obtained a brochure from City Hall titled "</span><a target="_blank" href="https://www.businessinsider.com/tips-for-couples-getting-married-whats-worth-the-money-2023-5"><span>Steps to Get Married</span></a><span>." First, we needed blood tests to screen for syphilis, which was still required in New York State in 1984.</span></p><p><span>When we were certified "syph free," we returned to City Hall to sign the license, and I was gifted a package prepared for all new brides. It contained cleaning supplies, beauty items, and feminine hygiene products, including a bottle of iridescent blue douche.</span></p><p><span>The ceremony was held in the judge's chambers. Before the vows were recited, the judge inquired, "The rings?" We had no rings — it wasn't mentioned in the brochure, and it had never occurred to us. The ceremony proceeded. The following day we were on our honeymoon to visit my parents in their </span><a target="_blank" href="https://www.businessinsider.com/luxury-tiny-home-rentals-escape-homes-tampa-florida-community-2024-5"><span>new Florida home</span></a><span>.</span></p><h2 id="b2d1c2c5-443c-4301-85aa-93d9582bc8f7"><strong><span>My son's wedding was much more detailed</span></strong></h2><p><span>Our journey in David and Lindsey's wedding preparations would play out a little differently.</span></p><p><span>After they were engaged, wedding planning immediately kicked off, with the bride and groom creating multiple spreadsheets, assembling thick binders of wedding materials, establishing a website and registry, and scheduling Zoom meetings with potential vendors. At this point, Andy and I vowed to make a concerted effort to transform our mentality, put our judgmental attitudes aside, and completely support their very traditional plans.</span></p><p><span>Since they were so organized and seemed to have everything covered, Andy and I were focused on getting our own </span><a target="_blank" href="https://www.businessinsider.com/wedding-dress-shopping-what-to-know-before-bridal-appointment-2024-1"><span>wedding apparel</span></a><span>. I was particularly anxious about this because I lacked experience purchasing formal attire and didn't want to screw it up.</span></p><h2 id="bc772839-5b9b-4a99-b8a6-133860fce5be"><strong><span>Finding an outfit was anxiety-inducing</span></strong></h2><p><span>After conferring with friends, two shops were identified. I arrived at Shop One and was paired with a 20-something salesperson. At one point, as I was trying on a dress, she had to call over another salesperson to assist her in zippering it up over my boobs. She then said, "You're probably not wearing your best bra."</span></p><p><span>Although I kind of was, because I knew I was going </span><a target="_blank" href="https://www.businessinsider.com/best-wedding-dresses-outfits-people-wore-this-year-2023-12"><span>dress shopping</span></a><span> that day, I responded, "Oh no, definitely not my best."</span></p><p><span>I left the shop and panicked. Would I ever find a suitable dress?</span></p><p><span>After recovering from the humiliating Shop One experience, I went to Shop Two. The 60-something proprietor was much more familiar with dealing with mothers of grooms, including those with ill-fitting bras. She selected a few dresses that all looked fabulous. The chosen dress was an iridescent blue, weirdly similar in color to the douche I was given at City Hall back when I was a bride.</span></p><p><span>The dress shopping was followed by </span><a target="_blank" href="https://www.businessinsider.com/guides/style/best-shapewear-bodysuits"><span>decisions about shapewear</span></a><span>, a modern version of girdles from my mom's generation, now pushed by the Kardashians and other trustworthy sources. I hadn't considered shapewear before hearing Lindsey and her mom discuss the undergarments.</span></p><p><span>As with all important decisions in my life, I turned to book club members for expert advice. I texted: "Anyone have experience with shapewear?"</span></p><p><span>The gals quickly responded. They confided that it's essential to get that flawless no-line look. So a few days later, I was in a Macy's dressing room, squeezing myself into a spandex casing and compressing my internal organs to achieve that oh-so-smooth result. </span></p><p><span>The resulting lack of oxygen induced a hallucination. Standing before me was my former college professor, Betty Friedan — the activist who helped spark the women's movement in the 1970s. She was shaking her head and frowning at me. I ditched the shapewear right then and there.</span></p><p><span>Andy's shopping experience was a bit more laid-back. He selected the first suit he tried on and never considered shapewear. After one fitting, he was good to go.</span></p><h2 id="fdd96f52-1d9f-4768-afb1-1a94367ee6be"><strong><span>Even though my son and I had different wedding styles, I loved celebrating with him</span></strong></h2><p><span>The following months involved lots of anxiety, decision-making, and festivities. We participated in family meetings; attended the </span><a target="_blank" href="https://www.businessinsider.com/bridesmaid-spending-thousands-wedding-bridal-party-going-into-debt-2024-5"><span>bridal shower</span></a><span>; organized an engagement party; conferred on the guest list, seating plan, ceremony, menu, music, and décor; prepared speeches; hosted a rehearsal dinner; and wrote a handsome check.</span></p><p><span>The day finally arrived and was absolutely perfect. Although elaborate wedding receptions aren't my thing, I actually had a great time. There were many heartwarming moments, lots of laughter, scrumptious food, and a rockin' DJ. </span></p><p><span>And while their thoughtful and well-executed celebration was quite a departure from our more spontaneous and haphazard approach, I only hope David and Lindsey have as long-lasting and loving a marriage as Andy and I have had over 40 years.</span></p>

I married at City Hall, and my son had a traditional wedding. I stumbled through helping him prepare, but it was beautiful.

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5beabc5f38150757c76a9d2b-2000/serena%20williams%20woman%20of%20the%20year.jpg" border="0" alt="Serena Williams woman of the year" data-mce-source="Photo by Clive Mason/Getty Images" data-link="https://www.gettyimages.co.uk/detail/news-photo/serena-williams-of-the-united-states-celebrates-winning-her-news-photo/994581634"><p class="source"><span><a href="https://www.gettyimages.co.uk/detail/news-photo/serena-williams-of-the-united-states-celebrates-winning-her-news-photo/994581634">Photo by Clive Mason/Getty Images</a></span></p><p class="caption">Serena Williams.</p></img></div><p></p></div></div><ul class="summary-list"><li>Serena Williams was named GQ's "Woman" of the Year.</li><li>GQ published four separate covers to celebrate it's Men of the Year, with one unusual one for Williams.</li><li>Twitter users were quick to question why the men's fashion magazine used quotation marks to describe Williams as a "woman."</li><li>Williams had previously given a heartfelt interview where she admitted she had read internet conspiracies that say she was "born a guy."</li><li>GQ has responded saying it all comes down to style of the artist who did the cover's handwriting.</li></ul><p>People are questioning why GQ used quotation marks to herald Serena Williams as its "Woman" of the Year on its cover, and the brand has responded.</p><p>The popular men's fashion magazine confirmed its "Men (and Woman) of the Year" <a href="https://twitter.com/GQMagazine/status/1061969200057597952" target="_blank" rel="noopener">in a Twitter post on Monday</a>.</p><p>The winners include the "Black Panther" actor Michael B. Jordan, the "Crazy Rich Asians" star Henry Golding, the Hollywood funny-man Jonah Hill, and the 23-time Grand Slam tennis champion Williams.</p><p>Jordan, Golding, and Hill are all lauded as Men of the Year. However, Williams is listed as a "Woman" of the Year, with quotation marks prominently displayed around the word "woman" on the magazine's cover.</p><p><strong>Look at the cover photos below.</strong></p><p>The quotation marks attracted the attention of people on Twitter.</p><p>Twitter user Anna Wagner <a href="https://twitter.com/Anna_F_Wagner/status/1061970236432416768" target="_blank" rel="noopener">said:</a>&#xa0;"Okay but why is woman in quotation marks."</p><p>Another Twitter user said: "Why 'woman' and not WOMAN?"</p><p>Perhaps anticipating the negative reaction the Williams cover art might receive, GQ added an annotation to the cover.</p><p>Next to "Woman," on the right-hand side of the second quotation mark, there is an asterisk. A second asterisk is found below the sub-head "The Champion, Serena Williams" on the bottom left-hand corner of the cover. It says: "Handwriting by Virgil Abloh."</p><p>Mick Rouse, the research manager of GQ, explained the significance of this <a href="https://twitter.com/mickrouse/status/1061972025944784898?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1061972025944784898&amp;ref_url=https%3A%2F%2Fwww.businessinsider.com%2Fpost%2Fpreview%3Fpost_id%3D5beac69701b12d54c367a60c%26mode%3Ddesktop" target="_blank" rel="noopener">in his own post on the Twitter thread</a>.</p><p>He said Abloh "has styled everything in quotation marks as of late (see Serena's US Open apparel that he designed)."</p><p>Rouse added: "It quite literally has tags/quotations around it because that's Virgil's own style/branding, including in his partnership with Nike and Serena herself. That's the only 'message' behind it."</p><p>Williams has had to fend off accusations she was "born a guy" in the past.</p><p>Considered the queen of tennis, she admitted in <a href="https://www.businessinsider.com/serena-williams-responds-to-accusations-she-was-born-a-man-2018-5" target="_blank" rel="noopener">a May 2018 interview with Harper's Bazaar that she had read internet conspiracy theories that she was born a man</a>. In the interview she even wore a jacket that said: "Queen. Don't be afraid to rule like a king."</p><p>Her "strong and muscular" appearance caused people to say such things, Williams said.</p><p>Four months later her appearance was once again headline news when Australian newspaper The Herald Sun <a href="https://www.businessinsider.com/serena-williams-is-a-feminist-hero-2018-9" target="_blank" rel="noopener">published a cartoon that depicted her as an angry baby</a> with grossly-exaggerated weight, lips, and nose. The paper also attempted to discredit her character and call her <a href="https://www.businessinsider.com/serena-williams-is-a-feminist-hero-2018-9" target="_blank" rel="noopener">"no feminist hero."</a></p><p>Williams' husband, the Reddit co-founder Alexis Ohanian, slammed the cartoon for being <a href="https://www.businessinsider.com/alexis-ohanian-calls-serena-williams-cartoon-racist-misogynistic-2018-9" target="_blank" rel="noopener">"racist and misogynistic."</a></p><div><blockquote class="twitter-tweet" lang="en"><p>Announcing GQ's Men (and Woman) of the Year 2018: <a href="https://twitter.com/michaelb4jordan?ref_src=twsrc%5Etfw">@michaelb4jordan</a>, <a href="https://twitter.com/henrygolding?ref_src=twsrc%5Etfw">@henrygolding</a>, <a href="https://twitter.com/JonahHill?ref_src=twsrc%5Etfw">@jonahhill</a>, and <a href="https://twitter.com/serenawilliams?ref_src=twsrc%5Etfw">@serenawilliams</a> (featuring handwriting by <a href="https://twitter.com/virgilabloh?ref_src=twsrc%5Etfw">@virgilabloh</a>) <a href="https://t.co/EpG3lKCJ3r">https://t.co/EpG3lKCJ3r</a> <a href="https://twitter.com/hashtag/GQMOTY?src=hash&amp;ref_src=twsrc%5Etfw">#GQMOTY</a> <a href="https://t.co/6MgczSxSpq">pic.twitter.com/6MgczSxSpq</a></p>- GQ Magazine  (@GQMagazine) <a href="https://twitter.com/mims/statuses/1061969200057597952?ref_src=twsrc%5Etfw">November 12, 2018</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>Okay but why is woman in quotation marks <a href="https://twitter.com/GQMagazine?ref_src=twsrc%5Etfw">@GQMagazine</a></p>- Anna Wagner  (@Anna_F_Wagner) <a href="https://twitter.com/mims/statuses/1061970236432416768?ref_src=twsrc%5Etfw">November 12, 2018</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>Hey <a href="https://twitter.com/GQMagazine?ref_src=twsrc%5Etfw">@GQMagazine</a> ...what the heck? Why "woman" and not WOMAN? ..seriously?!!!</p>- Carolyn  (@careme10) <a href="https://twitter.com/mims/statuses/1062031953484902400?ref_src=twsrc%5Etfw">November 12, 2018</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>Because it was handwritten by Virgil Abloh of Off-White, who has styled everything in quotation marks as of late (see Serena's US Open apparel that he designed)</p>- Mick Rouse  (@mickrouse) <a href="https://twitter.com/mims/statuses/1061972025944784898?ref_src=twsrc%5Etfw">November 12, 2018</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>It quite literally has tags/quotations around it because that's Virgil's own style/branding, including in his partnership with Nike and Serena herself. That's the only "message" behind it. <a href="https://t.co/uaGV1DYDhC">pic.twitter.com/uaGV1DYDhC</a></p>- Mick Rouse  (@mickrouse) <a href="https://twitter.com/mims/statuses/1062075610045075457?ref_src=twsrc%5Etfw">November 12, 2018</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/how-wwe-wrestlers-learn-to-fight-at-ny-wrestling-school-2018-10">Inside an intense training session where aspiring WWE wrestlers learn how to fight</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/ooglD7xi-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

People are asking why GQ used quotation marks to name Serena Williams as 'Woman' of the Year, and the magazine has responded

<p><em>Hello, everyone! Welcome to the new edition of Insider Today. Please </em><a href="https://www.insider.com/insider-today"><em>sign up here</em></a><em>.</em></p><h2><strong>QUOTE OF THE DAY</strong></h2><p><strong>"Some of the ads are for an audience of one — psychological warfare with <keyword id="6354484" type="PERSON" weightage="60" keywordseo="Donald-Trump">Donald Trump</keyword>."</strong> — <a href="https://nymag.com/intelligencer/2020/07/rick-wilson-on-how-the-lincoln-project-gets-in-trumps-head.html">Rick Wilson</a> of the Lincoln Project, describing how its anti-Trump ads get under the president's skin.</p><h2><strong>WHAT'S HAPPENING</strong></h2><p><strong></strong></p><p><a href="https://www.businessinsider.com/us-surpasses-1000-daily-coronavirus-deaths-first-time-since-may-2020-7"><strong>US passes 1,000 daily coronavirus deaths for the first time since May</strong></a>. Trump finally acknowledged the severity of the crisis at his briefing yesterday. The US government also agreed to pay $1.95 billion to Pfizer to buy the first 100 million doses of their vaccine by year's end. </p><p><a href="https://www.businessinsider.com/china-houston-consulate-document-burning-us-told-quickly-close-2020-7"><strong>The Trump administration ordered the Chinese consulate in Houston to shut down in 72 hours. </strong></a>The State Department accused the Chinese government of intimidating American citizens and interfering with US sovereignty. China vows retaliation. Chinese officials inside the consulate are burning documents. </p><p><a href="https://www.washingtonpost.com/nation/2020/07/22/ohio-house-speaker-arrested-republican/?hpid=hp_morning-mix-8-12-rr1_mm-speaker%3Ahomepage%2Fstory-ans"><strong>The speaker of the Ohio state house of representatives was charged in a $60 million bribery scheme.</strong></a> Larry Householder, a Republican, is accused of soliciting huge donations from an energy firm in exchange for favors. </p><p><a href="https://www.businessinsider.com/trump-ambassador-scotland-trump-resort-host-british-open-nyt-2020-7"><strong>Trump asked the US ambassador to help him get the British Open for his Scottish golf course. </strong></a>Ambassador Woody Johnson asked a Scottish official to help him, but apparently didn't succeed. Johnson's deputy, who objected that it was wildly unethical, was forced out shortly afterwards.</p><h2><strong>VIEWS OF THE DAY</strong></h2><p><strong><div type="image" title="donald trump" height="1250" width="2500" msid="77115597" hostid="261"></div></strong></p><p><strong>How long will the new, serious Trump last? Two days? A week? </strong></p><p>He read a statement from the podium! He acknowledged the flashing neon-sign truth that the American <keyword id="43587" type="ORGANIZATION" weightage="60" keywordseo="pandemic">pandemic</keyword> is getting worse! He grudgingly endorsed mask-wearing, a public-health measure universally embraced in every country that's quashing the virus! </p><p>By Trumpian standards, <a href="https://www.nytimes.com/2020/07/21/us/politics/trump-coronavirus-masks.html?action=click&amp;module=Top%20Stories&amp;pgtype=HomepageHomepage">yesterday's briefing</a> was Lincoln at Gettysburg, <a href="https://www.historyplace.com/speeches/reagan-d-day.htm">Reagan at Pointe du Hoc</a>, an FDR fireside chat at the depths of the Great Depression. </p><p>In the fool-me-once, fool-me-twice count, we're long past triple digits with Trump, yet naturally some of his allies are treating his one day of sobriety as a presidential vindication. He has reset the presidency. </p><p>Yet we all know Trump is not a good enough actor to stay in character as a regular president. Bad news repels him; grievance fuels him; lying soothes him. He has the attention span of a flea, and the ego of, well, Donald Trump.  It's just a matter of time before he returns to his base condition. </p><p>So how long will that be? Can he make it till the weekend — four full briefings — without returning to his grievance-drenched, COVID-minimizing, poll-obsessed, Biden-slapping state of nature? Could he make it two weeks? Does anyone think he can make it longer? <em>— DP</em></p><p><strong>The GOP is living in a fantasy land</strong></p><p><strong><div type="image" title="Trump, McConell" height="748" width="1495" msid="77115599" hostid="261"></div></strong></p><p>On Monday, reports began flowing out about what the GOP will propose in the next <keyword id="1754604" type="PERSON" weightage="60" keywordseo="coronavirus">coronavirus</keyword> relief bill. They all indicate that the party is delusional, as I wrote in <a href="https://www.businessinsider.com/gop-trump-coronavirus-relief-bill-us-economy-fantasy-land-2020-7">my column</a> on Tuesday. Here's what's floating around.</p><ul><li>There's no money for cash strapped states, aside from funds that can only be used to reopen schools.</li><li>The future of the extra $600 a week on unemployment benefits is completely uncertain.</li><li>There's nothing for frontline workers.</li><li>There's a payroll tax cut that will mostly benefit the top 20% of workers.</li><li>And there's a sweet deal for employers, removing their liability if an employee gets sick at their job.</li></ul><p>In short, those who have money and employment get help. Those who don't, do not.</p><p>These measures are less generous than what the GOP proposed when the country was seeing 12,000 coronavirus cases a day — and now the country is seeing 65,000. States are beginning to shut down again. Reading this proposal, though, you'd think the pandemic was over and that jobs were coming back. Obviously, we know that's not the case.</p><p>This proposal won't add certainty to the economy — the kind of confidence that lets people know they'll be supported and encourages them to spend. To inject some of that into the system we should be tying benefits to state unemployment rates, not forcing people to look for jobs that don't exist. <em>—LL</em></p><p><strong>Meanwhile, Steve Mnuchin has the worst job in Washington</strong></p><p><strong><div type="image" title="Treasury Secretary Steven Mnuchin wears a mask as he walks on the grounds of the White House, Thursday, May 14, 2020, in Washington. (AP Photo/Alex Brandon)" height="1564" width="3127" msid="77115604" hostid="261"></div></strong></p><p>Back in March it was Treasury Secretary Steve Mnuchin who <a href="https://www.politico.com/news/2020/03/12/democrats-to-pass-coronavirus-economic-relief-package-126961">helped bridge the gap</a> between Republicans and Democrats to get to a coronavirus aid deal, and it looks like he has that thankless task again.</p><p>This time though, according to reports, his work with Republicans sounds like herding cats — angry cats who can't do basic math. The <a href="https://www.businessinsider.com/trump-portland-secret-police-force-border-patrol-homeland-security-2020-7">NYT has a breathtaking</a> (in a bad way) report of the GOP caucus meeting on the bill, and it seems some members think that even the meager package I outlined above is too much.</p><p>Here's a quote from GOP Sen. <keyword id="161182" type="PERSON" weightage="60" keywordseo="Rand-Paul">Rand Paul</keyword>:</p><p>"I just walked out of a meeting that could be sort of a Bernie bros, progressive caucus...I'm alarmed that we're talking about spending another trillion dollars we don't have."</p><p>We absolutely do have a trillion dollars to spend on this. In fact we have even more. What we don't have is the multiple trillions of dollars and <a href="https://www.businessinsider.com/coronavirus-hit-to-us-economy-gdp-jobs-only-just-starting-2020-4">years and years it will take</a> to get the economy back on track if millions of Americans miss debt payments, which in turn melts down the financial system, which in turn does real lasting damage to the economy. At this point it's clear that Paul and his ilk are unequivocally farcical people. <em>— LL</em></p><p><strong><em>If you're enjoying this article, <a href="https://www.insider.com/insider-today">sign up here</a> for more daily insights from Henry Blodget and David Plotz delivered right into your inbox.</em></strong></p><p><strong>Where are the states rights Republicans now? </strong></p><p><strong><div type="image" title="portland protests trump anti police brutality federal agents black lives matter wall of moms dhs cbp" height="1250" width="2500" msid="77115607" hostid="261"></div></strong></p><p>Oregon did not ask for federal "aid" from the Homeland Security paramilitary thugs that Trump has dispatched to Portland. <a href="https://www.pbs.org/newshour/show/oregon-governor-says-trump-troops-in-portland-are-escalating-tensions-not-easing-them">The governor,</a> the mayor, and both senators say they do not want federal troops — especially not masked, anonymous troops — patrolling the streets and disappearing protesters into unmarked vans. Oregon's Attorney General says the federal invasion violates the Constitution, and has sued to stop the mystery detentions. </p><p>No federal interest was being threatened by the protests before the arrival of the feds. The Homeland was not made Insecure by them. All evidence suggests the federal forces have escalated tensions and provoked more unrest — taking a series of peaceful nightly demonstrations and turning them into tense confrontations. That may be what President Trump wants, because he believes it will help his reelection campaign, but to repeat, it is not what any of Oregon's public officials or Oregon's citizens want. There is no sign Americans outside Oregon want it either. </p><p>Imagine the situation reversed. Imagine a Democratic president sending masked feds to tear gas an antiabortion rally in Fort Worth. Republicans would be halfway through impeachment already!  </p><p>Today's silence from Republicans who are usually so loud about state's rights is deeply demoralizing. As <a href="https://www.businessinsider.com/portland-senator-wyden-says-trump-will-deploy-federal-agents-elsewhere-2020-7">Oregon Sen. Ron Wyden asks in Insider</a>: "Where are the Senate Republicans who preach state rights and freedoms as Trump sends paramilitary forces into cities uninvited and tramples on the Constitution?" <em>— DP</em></p><p><strong>The Wayfair conspiracy theory isn't just crazy. It's wasteful. </strong></p><p>Conspiracy theories are the locusts of modern American life — they're destructive, they're everywhere, crush one and there are still 1,000 more. </p><p>They're also costly for society, because they waste resources that should be spent on improving the world. This week has brought us two horrifying examples of this. Roy Den Hollander, an anti-feminist lawyer, seems to have <a href="https://www.insider.com/man-dressed-fedex-shooting-son-husband-esther-salas-new-jersey-2020-7">killed the son of federal judge Esther Salas</a>, then killed himself. Even before he committed this monstrous act, Hollander was despoiling life for his fellow Americans by filing stupid lawsuit after stupid lawsuit — attacking ladies nights at nightclubs, women's studies classes at universities, the Violence Against Women Act. These lawsuits wasted time and money for everyone involved, for no significant purpose. </p><p>Also this week, the National Human Trafficking Hotline<a href="https://www.insider.com/wayfair-human-trafficking-conspiracy-theory-national-hotline-call-2020-7">has been flooded with calls</a> from poor deluded souls in the thrall of a nutball conspiracy that the online retailer Wayfair is selling children by disguising them as pillows. It's ludicrously crazy, yet now the hotline can't do its job, which is protecting real people from real trafficking. <em>— DP</em></p><h2><strong>BUSINESS &amp; ECONOMY</strong></h2><p><strong><div type="image" title="Dov Charney" height="960" width="1920" msid="77115609" hostid="261"></div></strong></p><p><a href="https://www.businessinsider.com/wirecard-coo-jan-marsalek-russia-2020-7"><strong>Missing Wirecard executive likely fled to Russia.</strong></a> Intelligence sources tell Insider that Jan Marsalek, ex-COO of the financial services firm, has ties to Russian officials and organized crime figures. </p><p><a href="https://www.businessinsider.com/los-angeles-apparel-denies-outbreak-after-375-workers-get-covid-2020-7"><strong>Dov Charney denies there's a COVID outbreak among his workers at Los Angeles Apparel.</strong></a> The Department of Public Health says 375 of his workers — 16% of them — have the virus, and four have died.</p><h2><strong>LIFE</strong></h2><p><strong><div type="image" title="hot dogs" height="700" width="1400" msid="77115611" hostid="261"></div></strong></p><p><a href="https://www.insider.com/photos-of-prince-george-unimpressed-2016-9"><strong>Photos of Prince George looking really unimpressed. </strong></a>It doesn't happen often, but it's charming when it does. </p><p><a href="https://www.insider.com/hot-dogs-better-using-things-in-kitchen-2020-7"><strong>13 ways to make your hot dogs better using things you already have in your kitchen.</strong></a> Guacamole. Bacon bits. Spiralizing the dogs.</p><h2><strong>THE BIG 3*</strong></h2><p><a href="https://www.insider.com/benefits-of-push-ups"><strong>How to do push ups correctly.</strong></a></p><p><a href="https://www.businessinsider.com/trump-campaign-ad-police-officer-attacked-2014-ukraine-protests-2020-7"><strong>A new Trump campaign ad depicting a police officer being attacked by protesters is actually a 2014 photo of pro-democracy protests in Ukraine ad</strong></a><strong>. </strong></p><p><a href="https://www.insider.com/california-woman-asked-wear-mask-peed-on-floor-verizon-2020-7"><strong>A California woman didn't want to wear a mask in a Verizon store. </strong></a>So she peed on the floor. </p><p><em>*The most popular stories on Insider today.</em></p>

How long will the new, serious Trump last? A week?

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/565f2153c281441d008b6c1a-3115-2336/ap_060828024806.jpg" alt="limited too store" data-mce-source="Associated Press"><p class="source"><span>Associated Press</span></p></img></div><p></p></div></div>Limited Too represents a simple time in my life: a time with "As Long As You Love Me" by the Backstreet Boys and "Spice Up Your Life" by the Spice Girls as its soundtrack. A time illustrated by butterfly hair clips and glitter. &#xa0;A time when I was in a girl-group with my friends called Peppermint&#xa0;with a song that we sang at my birthday party called "Slam It Down."&#xa0;<p>A time that, while devoid of adult-life conflict like a slowed-down metabolism and financial responsibilities, is still a time to which I would not go back, given the opportunity.</p><p>But it appears that the retailer is banking on the fact that many other women will.</p><p>Limited Too, the clothing purveyor of many millennial women's youths, is <a href="http://www.businessinsider.com/limited-too-is-reopening-in-2016-2015-7" target="_blank">coming back</a>, much to the delight of the Internet. The store, which had around 600 stores at its peak and was later&#xa0;soaked&#xa0;into Justice,&#xa0;was acquired by Bluestar Alliance this past&#xa0;summer;&#xa0;<span>the&#xa0;</span><a href="http://nypost.com/2015/07/21/limited-too-is-coming-back-90s-girls-everywhere-rejoice/">New York Post</a>&#xa0;noted it launch this fall, and about 200 stores would follow suit . Now, it's on the hot list of things to anticipate in 2016 - it's coming; release the glitter!</p><p>That's, at least, the reaction the news of the store's return garnered. The young, female, exuberant subsector of the Internet was exhilarated when this news came out this summer.</p><p><span>How could they not? In an era of #TBTs and shareable content, nostalgia is practically fuel, and as Bluestar Alliance CEO Ralph Gindi told the</span><a href="http://nypost.com/2015/07/21/limited-too-is-coming-back-90s-girls-everywhere-rejoice/"> New York Post</a><span>&#xa0;,</span><span>&#xa0;"</span><span>We are going to bring it all back."</span></p><p><div><blockquote class="twitter-tweet" lang="en"><p>LIMITED TOO IS COMING BACK IN 2016 SO WE ALL KNOW WHERE TO GO TO GET OVERPRICED JEANS AND SPARKLY LIP GLOSS</p>- Annie  (@fillenthe_____) <a href="https://twitter.com/mims/statuses/625790712160894977">July 27, 2015</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p class="embed-spacer">&#xa0;<div><blockquote class="twitter-tweet" lang="en"><p>Not even gonna lie my inner six year old is very excited to hear that 'Limited Too!' Is coming back..??</p>- Katie McGaha  (@katie_mcgaha) <a href="https://twitter.com/mims/statuses/624795960984629248">July 25, 2015</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p class="embed-spacer">&#xa0;<div><blockquote class="twitter-tweet" lang="en"><p>LIMITED TOO IS COMING BACK????</p>- Melayne Daniel  (@MelayneDaniel) <a href="https://twitter.com/mims/statuses/624645954004627456">July 24, 2015</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p class="embed-spacer">&#xa0;</p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56940239e6183e9d408b8299-1151-576/screen%20shot%202015-07-21%20at%209.45.54%20am.png" alt="limited too catalog" data-mce-source="Limited Too via Bustle" data-mce-caption="An image from Limited Too's catalog." data-link="http://www.bustle.com/articles/39385-these-7-limited-too-catalog-pages-will-remind-you-why-it-was-the-absolute-coolest-store/image/161831"><p class="source"><span><a href="http://www.bustle.com/articles/39385-these-7-limited-too-catalog-pages-will-remind-you-why-it-was-the-absolute-coolest-store/image/161831">Limited Too via Bustle</a></span></p><p class="caption">An image from Limited Too's catalog.</p></img></div><p></p></div></div>Tugging on the heartstrings of former shoppers is, after all, an excellent and smart way to hook them.<p>"Nostalgia marketing is ... an effective strategy to engage with millennials," Ruth Bernstein, c<span>o-founder and chief strategic officer of image-making agency YARD wrote in a note to</span>&#xa0;Business Insider ."Millennials tend to look inwards - we joke that they're narcissists, but it's true they want to see things that reflect them, and they like looking back at their own lives. Just see the popularity of throwback Thursday #tbt on Instagram."</p><p>And many millennial women are moms, and are shopping for more than just themselves.&#xa0;"Moreover, many millennials are becoming parents themselves, meaning they are the moms who will be shopping Limited Too for their kids," she explained.</p><p>And essentially, to bring back something is in touch with the current social media climate; to revive a dead brand is to speak the language of millennials.</p><p>"These references are rife on Instagram - there's a certain credibility that comes with being able to show you 'knew something back then' or remember 'how it used to be,' and that's a large part of Millennial pride, owning and defining their generation," Bernstein noted, pointing to the "you know you were born in the '80s" <a href="http://www.huffingtonpost.com/2013/10/08/signs-you-were-born-in-the-80s_n_3806545.html" target="_blank">listicles</a>.</p><p><div><iframe src="//instagram.com/p/BAS8NzxhReB/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true"></iframe></div></p><p class="embed-spacer">It seems like a brilliant strategy. But could it work?</p><p>"Limited Too's nostalgia-heavy marketing strategy will work for moms, since it gains their attention in a crowded market, but ultimately it only works for both moms and their kids if the product is high quality," Bernstein explained.&#xa0;"Brands can't rely entirely on nostalgia to do the work for them. While it can be a great way to reintroduce a brand, the brand still has to deliver in a current and relevant way."&#xa0;</p><p>Nostalgia - while powerful - could also make Limited Too seem out of touch, given that the audience who has to wear the apparel isn't yearning for the retailer's heyday.</p><p><span>"Brands</span>&#xa0;that play with&#xa0;<span>nostalgia</span>&#xa0;with no consideration for the current climate can risk coming across as out of touch, alienating existing consumers and missing out on connecting with a new audience. The key is to use&#xa0;<span>nostalgia</span>&#xa0;as an emotional hook while also bringing something new to the table,"&#xa0;<span>Zaid Al-Asady,&#xa0;Vice President and Creative Director of advertising agency Deutsch, wrote to Business Insider.</span></p><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55ae50b2371d222e008b8220-3084-1542/ap_060828024780.jpg" alt="limited too store" data-mce-source="Associated Press" data-mce-caption="A girl shops at a New York Limited Too store in 2006."><p class="source"><span>Associated Press</span></p><p class="caption">A girl shops at a New York Limited Too store in 2006.</p></img></div><p></p></div></div></span></p><p>And lest we forget the infuriating power of apparel.&#xa0;The same crop of humans who squealed with delight at the prospect of its return - would balk loudly, as social justice warriors are wont to do, at some of the store's&#xa0;former shirts, much as they've been appalled by <a href="http://www.techinsider.io/old-navy-aspiring-artist-shirts-controversy-2015-12" target="_blank">Old Navy's</a>&#xa0;and <a href="http://www.businessinsider.com/targets-trophy-shirt-is-causing-an-unroar-2015-7" target="_blank">Target's</a>&#xa0;tees.</p><p>In a 2007 essay for&#xa0;<a href="http://www.slate.com/articles/arts/fashion/2007/08/lolitas_closet.html" target="_blank">Slate,</a> Emily Yoffe recalled some of the retailer's transgressions,&#xa0;namely three shirts that said "I left my brain in my locker," "I only shop on days that end in Y," and "spoiled and proud of it." Would the Twitter generation stand for that? And would the same millennial moms - ones that call themselves "feminists" - dress their daughters in those shifts?</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/569406d5e6183e591e8b857a-3504-1752/ap_060828025860.jpg" alt="limited too store" data-mce-source="Associated Press"><p class="source"><span>Associated Press</span></p></img></div><p></p></div></div><p>In order to really succeed, Limited Too needs to be&#xa0;looking forward, rather than just digging up the glittery skeletons from the past.</p><p>"There's an opportunity for Limited Too to reclaim a space in the market for tween [and] teen shopping.&#xa0; Given the enormous size and spending power of Gen Z, this group of shoppers will be looking for brands who cater to them in a unique and relevant way. " Paul Munkholm,&#xa0;director of strategy at digital agency Kettle, explained.</p><p>"However, they probably don't want to shop at their 'mom's brand,' so it will be important for Limited Too to retain its brand essence, while evolving for today's tween. It's less about a throwback to the nineties and more about keying into what made it so successful then and finding a way to offer that idea to the Gen Z shopper. The best shopping experiences today are shared, allow for exploration, and for self expression. If the Limited Too can offer those things, then they have a great chance to reestablish themselves in the market," Munkholm noted.</p><p><a href="http://www.businessinsider.com/where-generation-z-shops-2015-10" target="_blank">Generation Z</a> is a particular crop; they crave authenticity, and denounce stores with negative causes. They also primarily shop online. Limited Too ultimately can&#xa0;cultivate a renaissance by infusing its sassy tween apparel with what young people like today.</p><p><div><iframe src="//instagram.com/p/-VoAecvAX7/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true"></iframe></div></p><p>Limited Too faces one other potential struggle: the tough environment that traditional mall retailers face. Many traditional retailers&#xa0;been&#xa0;<a href="http://www.businessinsider.com/more-bad-news-for-malls-2015-10" target="_blank">struggling</a>. It's become more important than ever for retailers to embrace digital modalities and to engage shoppers outside of the store.</p><p>But if there's any store that seems primed to engage with the fleeting attention spans of today's teenagers, it's Limited Too, which seems to have a built-in, glittery Snapchat brand - even if the store originally served a generation that grew up without smartphones. Cue the glitter and <a href="http://www.techinsider.io/how-to-do-a-snapchat-rainbow-filter-halloween-costume-2015-10" target="_blank">rainbows</a>.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/beloved-clothing-store-limited-too-return-2015-8">One of the most beloved clothing stores of the '90s is reopening</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="B4MGNhdzrBbzZfbWkQToUHsfhOPgzQaj" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'B4MGNhdzrBbzZfbWkQToUHsfhOPgzQaj',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

One of the most beloved clothing stores from decades ago is reopening

Inside the life of LuLaRoe's controversial founder, whose small dress business blew up into a leggings empire that's been accused of operating as a pyramid scheme

<p><a href="http://www.businessinsider.com/creators"><img src="http://static5.businessinsider.com/image/575acc788ceb95ee40a50689-1200-75/the-creators-full-width.png" width="1200" height="75" border="0" /></a></p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5743765a52bcd01d7b8c46c6-1200-1549/gb_debbie+goldie_300dpi.jpg" alt="Debbie Sterling GoldieBlox" data-mce-source="Courtesy of GoldieBlox" /><p class="source"><span>Courtesy of GoldieBlox</span></p><p class="caption">Debbie Sterling, founder and CEO of GoldieBlox.</p></div><p></p></div></div>Worldwide, just 14% of engineers are women.</p><p>Stanford-educated engineer Debbie Sterling is on a mission to increase that percentage by encouraging girls as young as four years old to start tinkering with toys and building simple machines.</p><p>Since 2012, her company <a href="http://www.goldieblox.com/">GoldieBlox</a> (No. 59 on the <a href="http://www.businessinsider.com/top-100-business-visionaries-changing-the-world-for-the-better-2016-6">BI 100: The Creators</a>) has sold more than 1 million sets of narrative-driven construction toys. Getting girls interested in engineering at an early age was an easy sell, Sterling told Business Insider in an interview. Changing attitudes about girls' capabilities in STEM, however, proved much harder.</p><p>Sterling was working a stale job in marketing when the concept for GoldieBlox struck her during an "idea brunch" in 2011. Idea brunches were a longstanding tradition for Sterling; a comfortable gathering where her friends would share ideas ranging from an art project to an app, she explained.</p><p>At the idea brunch, one of Sterling's Stanford friends expressed her frustrations about the lack of women in STEM and said she'd played with her brothers' hand-me-down construction toys as a child. She realized the toys led to her interest in engineering and wondered if the absence of engineering toys for young girls was responsible for the gender gap in STEM. The idea was obvious, yet potentially groundbreaking, Sterling recalled.</p><p>Despite the general assumption that boys outperform girls in math and science, Sterling found the opposite to be true everywhere but North America and Western Europe. She discovered that attitudes and cultural differences in those regions were to blame.</p><p>"[Many people] suggested the reason why girls and women don't enter engineering is a biological reason ... that boys are inherently better at math and science and that's why there are no girls in engineering and there was nothing I could do to change that," Sterling said.</p><p>So she delved into the research, spending the next nine months studying the toy industry and children's media, meeting with neuroscientists and preschool teachers, and observing kids play.</p><p>"I came up with an 'aha' that construction toys do really help develop spatial skills and are a good precursor for engineering, but they have been heavily marketed toward boys for over 100 years," Sterling said. Tailoring construction toys for girls - rather than simply painting boys' toys pink - would be the key to creating a lasting product, she determined.</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/574376d452bcd01f7b8c4629-1200-800/img_1079 _cmyk.jpg" alt="GoldieBlox" data-mce-source="Courtesy of GoldieBlox" /><p class="source"><span>Courtesy of GoldieBlox</span></p></div><p></p></div></div></p><p>She also learned that girls have naturally inherent verbal skills. "Girls really love stories and narratives ... it became really obvious to me that the way to get girls engaged in engineering and building was to incorporate a narrative," Sterling said.</p><p>In 2012, Sterling founded GoldieBlox with the vision of creating a "character franchise" similar to children's pop culture icons like Dora the Explorer, spanning toys, cartoons, video games, merchandise, and apparel. But her character universe would enter uncharted territory on a quest to "disrupt the pink aisle." </p><p>Sterling's first character, Goldie, was introduced in <a href="http://www.goldieblox.com/collections/all/products/goldieblox-and-the-spinning-machine">a combined storybook and construction set</a> teaching girls how to build a belt drive. The inspiration for Goldie came from "kind of funky, brave, but not perfect girl characters" Sterling grew up with like Pippi Longstocking and Matilda. In 2014, GoldieBlox and The Spinning Machine <a href="http://www.toyassociation.org/events2/toty_awards/2014_toty_winners.aspx#.V0Sl2pMrJQM">won the people's choice award</a> for Best Toy of the Year.</p><p>But when it came time to pitch GoldieBlox, Sterling was laughed out of retailers, who plainly told her, "construction toys for girls don't sell." But Sterling kept at it, determined to quash the stereotype. She eventually turned to crowdfunding platform Kickstarter, where a <a href="https://www.youtube.com/watch?v=y-AtZfNU3zw">video telling the story of GoldieBlox</a> went viral.</p><p>"Parents with kids are so used to 'the pink aisle' [in toy stores]," Sterling said. "It's so prevalent in our culture that sometimes I think you forget how limiting that can be for girls."</p><blockquote class="pullquote float_right">"Parents with kids are so used to 'the pink aisle' ... It's so prevalent in our culture that sometimes I think you forget how limiting that can be for girls."</blockquote><p>Sterling's feminist crusade resonated with internet funders and within three months GoldieBlox raised $1 million in pre-orders on Kickstarter.</p><p>"I've heard time and time again that that video brought people to tears, for many reasons, and many people connected to it in different ways," Sterling said. "It wasn't just parents, it was [also] some more progressive toy store buyers, anyone with a daughter or anyone who has ever felt underestimated or made to feel stupid in not being capable to do math or science. Nobody likes being put in a box, nobody likes being stereotyped, and I think that video really got at that."</p><p>Within six months, GoldieBlox hit the mainstream after winning a <a href="http://www.businessinsider.com/girls-take-over-in-goldieblox-super-bowl-ad-2014-1">30-second Super Bowl spot</a> in a contest held by software company Intuit. Immediately, Sterling and her team decided that the coveted ad space would be less about selling their product and more about sharing the company's social mission and initiating a movement.</p><p>"That video took the same empowering message for girls that we had in our Kickstarter video but put it on the main stage for over 100 million people to see, so it was an incredible, once-in-a-lifetime opportunity," Sterling said of the commercial, which was worth about $4 million.</p><p>The commercial made history and <a href="http://www.forbes.com/sites/clareoconnor/2014/02/02/why-toy-startup-goldiebloxs-historic-4-million-super-bowl-ad-win-matters/#5854db745a8c">earned praise</a> for deviating from the raunchy, often misogynistic tenor of many Super Bowl ads and for inviting young girls to play with toys other than dolls and princesses.</p><p>"Girls are incredibly multifaceted, and have so much potential, and it's an exciting opportunity as a children's toy and content maker to inspire girls to maybe find a passion they didn't know they had," Sterling said. "The Super Bowl commercial really took GoldieBlox from a Kickstarter project to almost a leader in the transformation of a very outdated industry."</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/574375f952bcd022008c4a3c-1200-892/gb_af001_girl01_cmyk_300dpi.jpg" alt="GoldieBlox toys" data-mce-source="Courtesy of GoldieBlox" /><p class="source"><span>Courtesy of GoldieBlox</span></p></div><p></p></div></div></p><p>GoldieBlox now has 25 employees working out of its Oakland, California, office. Twice a week, the team play-tests with kids to perfect their products. Sterling said the research ranges from observing interactions between parents and kids in their homes to getting feedback about character concepts from kids to form the most authentic narratives possible.</p><p>Four years after its launch, the company now has a total of 17 products available in more than 6,000 retailers worldwide - and a <a href="http://www.goldieblox.com/pages/bloxtown">growing library</a> of more than 100 videos - that teach engineering and problem-solving skills like hinges and levers, pulleys, gears, and wheels and axles. Most importantly, the toys give girls the confidence to explore science and engineering. Every toy follows the story of Goldie and her group of friends including <a href="http://www.goldieblox.com/pages/heroes">Ruby Rails</a>, an African-American coder, and Li Gravity, Goldie's best (male) friend and a budding physicist.</p><p>Diversity is important to Sterling, who serves as the CEO, and the team behind GoldieBlox. "We really look for diversity because at the core of GoldieBlox - one of our core values - is that we believe a diverse workforce will come up with the best solutions for the world's biggest problems." But above all, Sterling said she looks to hire people who are passionate about the company's social mission.</p><p>This summer, GoldieBlox will launch its second app to teach coding principles. Its <a href="https://www.youtube.com/watch?v=RXVx6uz8ylw">first mobile app</a>, an extension of the GoldieBlox universe with more than 3 million pieces of user-generated content, was awarded App of the Year by Apple in 2014. "Just like our construction toys, [our new app] is based on the insight that girls really engage with engineering through story and narrative," Sterling said. "The coding app ... is unlike any coding app on the market because it follows along with the story. It gives girls a reason to code."</p><h3><a href="http://www.businessinsider.com/creators">Read more stories about the 100 business visionaries who are creating value for the world.</a></h3>

You Searched For "feminist apparel" and got 7 results

Wildfang makes gender-inclusive clothes for people like me who don't always fit into typical men's sizing but don't want ultra-feminine cuts, either

Jen Gushue

I married at City Hall, and my son had a traditional wedding. I stumbled through helping him prepare, but it was beautiful.

Rose Greene

People are asking why GQ used quotation marks to name Serena Williams as 'Woman' of the Year, and the magazine has responded

Alan Dawson

How long will the new, serious Trump last? A week?

David Plotz,Linette Lopez,Henry Blodget

One of the most beloved clothing stores from decades ago is reopening

Mallory Schlossberg

Inside the life of LuLaRoe's controversial founder, whose small dress business blew up into a leggings empire that's been accused of operating as a pyramid scheme

Áine Cain

How construction toy company GoldieBlox is changing the next generation of engineers

Tanza Loudenback