RUBIES designs form-fitting clothing for transgender girls, providing comfort and confidence for activities like swimming, dance, and sports. Their apparel aims to allow trans girls to participate in any activity without feeling self-conscious or restricted.
Funding
Funding not disclosed
Founders
Product
Problem
Transgender and non-binary individuals often experience discomfort and dysphoria due to clothing that does not align with their gender identity, particularly in activities like swimming, dance, and sports where form-fitting attire is common. Existing apparel options often lack the necessary design and construction to provide adequate support, coverage, and comfort, leading to feelings of self-consciousness and restriction.
Solution
RUBIES designs and sells form-fitting clothing specifically tailored for transgender and non-binary individuals, offering a range of apparel that promotes comfort, confidence, and self-expression. Their product line includes swimwear, underwear, bras, and everyday wear, all designed with innovative shaping technology to provide a smooth, supportive fit. By addressing the unique needs of the transgender and non-binary community, RUBIES empowers individuals to participate in various activities without feeling self-conscious or restricted, allowing them to express their femininity with the same comfort and confidence as their cisgender peers. The company also fosters a supportive community through resources like free advice on gender journeys and a free swimwear program for families in need.
Target Audience
The primary target audience includes transgender girls, trans women, non-binary individuals, and their families seeking comfortable, supportive, and affirming clothing options.
Features
- "No-tuck" shaping technology in bottoms to provide a smooth, feminine silhouette without the need for uncomfortable tucking
- Form-fitting designs that offer support and coverage for various body types
- Wide range of products including bikini bottoms, one-piece swimsuits, bras, underwear, and shorty shorts
- Available in various colors and patterns, including black, pink, sandstone, and unicorn prints
- Inclusive sizing to accommodate a wide range of body types and ages
- Constructed from high-quality, comfortable fabrics for all-day wear
- Discreet packaging for customer privacy
- Community support initiatives, including a free swimwear program and a platform for connecting with other community members