Before my daughter was even born, she had a closet full of clothing. Some of it had been gifted to us by our family and friends. Some of it had been purchased from the cool baby boutiques in and around our Brooklyn neighborhood. Some of it was from Baby Gap, and some of it was from Etsy. But when I stepped back to take a look, it all pretty much fell into one of two categories: cute or cool.

After her joyous arrival and as she began to grow into her wardrobe, I started to notice the discussion on feminism that seemed to be taking hold of the media. It wasn’t a new concept to me of course, but for the first time it started to take on a different meaning as I began to realize that it would ultimately affect my daughter and her perception of herself.

Lucky for her, we live in an age where people seem to be more aware of inequalities, and opportunities seem like they’re there for everyone. However, as reports show, women continue to be underrepresented in leadership positions. They continue to show less self-confidence than their male counterparts in general, and they still make less money in the work place.


I began to think that maybe it’s less about relying on the modernization of our society and the people that surround us, and more about what we instill in our girls from the very beginning; what we make them BELIEVE they are ACTUALLY capable of. And that’s when Girl Wonderful began to crystalize in my head.

My intention was to start a line of thoughtfully designed clothing for girls that (very literally) came complete with a message.  And who better to partner up with on this endeavor than the woman that inspired me from the very mother!

The GIRLtees are graphic tees promoting fields and activities not always considered traditionally female.  For example, if she's wearing GIRL ENGINEER, the introductory remark "Aren't you so pretty?" might now become "Do you like math?"  The PERFORMANCEtutus are made from athletic fabrics that are meant to move and identified by color names such as "Limitless Lime" and "Powerful Pink."

The juxtaposition of the t-shirt and tutu, one gender neutral, the other explicitly feminine is purposeful.  It makes the point that girls can be or pursue whatever they want on their own terms.  For example, she doesn't have to be a tomboy to be good at sports, or a nerd to be good at math.  She just has to be herself.

So together we offer you one way to begin that crucial conversation with your favorite little girl; a way to speak to the potential that lies within her, and to the limitless opportunities that lay before her. Just be sure to let her know that we think she’s wonderful, too.

All our love,

Elizabeth & Deb