{"id":98210,"date":"2024-12-16T15:24:29","date_gmt":"2024-12-16T15:24:29","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=98210"},"modified":"2024-12-16T22:15:36","modified_gmt":"2024-12-16T22:15:36","slug":"game-changers-leah-omalley-and-tori-robinson","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/game-changers-leah-omalley-and-tori-robinson\/","title":{"rendered":"Game Changers: Leah O’Malley & Tori Robinson"},"content":{"rendered":"
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Game Changers: Tori Robinson and Leah O’Malley<\/figcaption><\/figure>\n

In a world where fashion and beauty brands often play it safe, Boys Lie<\/a> founders Tori Robinson and Leah O\u2019Malley took a different route\u2014one fueled by raw emotion following tough breakups (from a pair of best friends!). Today, they helm a bold, empowering brand that speaks to those who have felt the sting of heartbreak and the relief of self-rediscovery.<\/p>\n

Boys Lie\u2019s story began in 2018 when the two friends combined their unique skills and vision to launch Boys Lie. Robinson had gained hands-on ex- perience with her family\u2019s private-label cosmetics company, and O\u2019Malley, who worked in sales at Yelp, initially lauched with a cosmetics line, using a $250,000 loan from family and friends. The brand name, born from mutual support during the painful time post-split from their exes, became a powerful mantra. In 2019, they pivoted to a streetwear label, transforming Boys Lie into the viral, community-driven brand it is today.<\/p>\n

What began as a healing mantra between friends\u2014\u201dBoys Lie\u201d\u2014soon grew into a rallying cry for resilience. \u201cThe drive behind Boys Lie has been consistent since day one,\u201d the founders tell GRAZIA USA. \u201cEven on tough days, we wholeheartedly believe in everything we\u2019ve built.\u201d Now, Boys Lie is more than a brand; it\u2019s a platform for self-expression and healing, embodied through every piece they design.<\/p>\n

Building Boys Lie wasn\u2019t without challenges. Moving from Radnor, Pennsylvania, to Los Angeles, they faced the often-ruthless landscape of the fashion industry. \u201cWe trusted people who didn\u2019t have our best interests at heart, leading to hard but invaluable lessons about ourselves and the business,\u201d they admit. Rather than seeking formal mentors, they embraced advice from all directions, sometimes including the best insights from those outside their industry.<\/p>\n

Their shared vision of intentionality is evident in Boys Lie\u2019s planning process. \u201cEvery piece we design is meticulously mapped out months or even a full year in advance,\u201d they explain, highlighting their commitment to creating impactful, cohesive collections that resonate with their audience.
\nThe journey from concept to reality was mapped out with simple tools: a pen and paper. This old-school approach allowed them to outline every aspect of their vision, culminating in a business plan that captured their highest aspirations. Each milestone, from seeing Gigi Hadid wear their \u2018GOODBYE\u2019 set to being recognized in Forbes\u2019 30 Under 30, reaffirms their brand\u2019s reach and impact. \u201cWe wanted to empower people to wear their hearts on their sleeves, and that\u2019s what sets us apart,\u201d Robinson and O\u2019Malley say..<\/p>\n

With an A-list following that includes Kylie Jenner, Zendaya, and Ariana Grande, Boys Lie has become more than a fleeting trend. The brand has grown organically, boasting partnerships with Revolve, PacSun, Urban Out!tters, and exclusive collections for Forbes and Uber. In 2022, Boys Lie reached $8 million in revenue, a testament to its authentic, community-driven approach.<\/p>\n

In addition to fashion, the brand\u2019s podcast invites listeners to share their own \u201cboys lie\u201d stories, fostering a community of empathy and resilience. Each episode provides encouragement and connection, amplifying the brand\u2019s core ethos.<\/p>\n

As Robinson and O\u2019Malley look ahead, they\u2019re keeping their next steps under wraps. \u201cWe have several exciting projects in the works that we can\u2019t wait to share.\u201d<\/p>\n

Read GRAZIA USA\u2019<\/em>s Winter Issue<\/a> featuring cover star Natasha Lyonne<\/a>:<\/strong><\/h4>\n