The Launch of Girls Will Be!

I am excited to announce the launch of Girls Will Be – your headquarters for girl clothes without the girly!

We ease the pain of shopping for girls, like my daughter, who don’t want to wear pink or sparkles or ruffles or bows. At least not all of the time! And who like things besides hearts, flowers, butterflies, and princesses (like sharks, baseball, motorcycles, or robots). We design (and find) clothes that break free of the stereotypical “girly” styles dominating retail today, in order to give girls more options to express their individuality. Because Girls Will Be…so many different things!

Our blog launches today, and our clothing line will be available in late spring 2013. On our blog, we recommend clothes from other brands that follow our Girls Will Be style rules – colors beyond pink, no girly embellishments, imagery that breaks gender stereotypes, and styles that let girls be kids. We search high and low so you don’t have to! Our goal is to help you avoid yet another frustrating shopping trip with your daughter, surrounded by clothes that just don’t reflect who she is and what she likes. Check out our resources:

  • Style Finder – A constantly updated, carefully curated selection of clothes we find from other brands (big and small) that fit the Girls Will Be style. We cover everything from t-shirts and pants to pajamas and underwear, and share all our finds on Pinterest.
  • Seasonal Shopping Guides – Our top picks in categories like swimsuits, backpacks, Halloween costumes, winter coats, and holiday attire.
  • Blog Posts – We review seasonal collections from the big brands, profile smaller brands that might be new to you, dive deep into specific categories (like bermuda shorts or t-shirts with dogs on them), share stories and information about raising girls, and so much more.
  • Real Life Inspiration (Coming Soon!) – Gallery of user-submitted photos of girls in their favorite outfits “without the girly.” Get ideas from other parents facing the same shopping challenges!

Let us help you shop! Be sure to always see our latest picks by visiting our blog, liking us on Facebook, and following us on Pinterest. And sign up for our email newsletter to be the first to know when our clothing line launches. Then help us spread the word. Everyone we talk to seems to know at least one mom with a girl like my daughter, struggling to find girl clothes without the girly. Tell them about us, so we can help them shop too!

I am passionate about this idea because I live and breathe these shopping challenges with my daughter. And because I believe Girls Will Be can play a role in empowering girls to be whatever they want!

Thank you for your support! And stay tuned for more great blog posts this week!

Sharon Choksi
Founder of Girls Will Be

Store: (coming soon!)


  1. This is a fab website. I hate pink and stereotypically girly stuff and struggle to find things I like in the shops at times, and I’m 22! I wore boys clothes at times as a child (and still do!). When I have small people of my own I will be revisitting this website. For the time being I will pass it round to friends!

    • Thanks Gemma!

  2. Thank you for this website. My daughter is only two and so her clothing preferences aren’t too strong yet, nor does she get much say in what I buy her, but I have opinions. And I hate pink and bows and sparkles, and I’m sure not going to dress my kid in it. Mostly we shop consignment stores but I’ve noticed that as she ages, I need to start buying her more stuff new because there’s more and more things covered with hearts and bows. Maybe my daughter will like that stuff, but for now, while I get to choose, I’m not buying it. Also, now that she fits 2T, a whole new scope of shops are open to us and I’m glad to have some guidance. Plus there’s the bonus of anything that’s gender-neutral enough I can pass on to her little brother (or the other way around because he’ll be bigger than her soon). So thank you and I’ll be following your blog closely.

    • Thanks Emily! We do a lot of sister-to-brother hand me downs around here!

  3. I love what you are doing – and I know that my 5-year-old daughter and I will definitely be visiting your site often.
    In the future, I wondered if you could also look at re-claiming the word “girly”. I really want my daughter and girls the world over to feel empowered when they think of things associated with being a girl. I know that at the moment “girly” brings up certain images that are particularly prissy and/or one-dimensional, but with some effort I feel we could take back what it means to be a girl, and words associated with this.
    Thanks for taking this into consideration!

    • Lisa – Thank you for your thoughtful comment. You are right that the word “girly” has become loaded with many stereotypes over the years and has such strong, one-dimensional associations. My goal is to show girls that being a girl can mean so many different things, but I also understand (and support!) the desire to reclaim the word “girly” to represent a much broader set of things. As a society, I hope we can get there. And I hope my messages and actions help empower girls to be whatever they want!

      Melissa Wardy at Pigtail Pals and Ballcap Buddies actually uses the phrase “Redefine Girly” which I love!

  4. FINALLY! My daughter NEVER wears girly stuff. She wears all of her brothers old clothes – including the huge basketball shorts (she’ll be 4 in May). It has been a struggle to get her into girl clothes, and I recently gave up. She is who she is, and I adore that little girl. But its nice to know 1) I am not the only mom out there who has a little girl like this, and 2) there are clothes she can wear that are not stained from her brother when he was little wearing the clothes!

    Thank you for doing this!

    • Katie, thanks for visiting Girls Will Be. You are definitely not the only one! I hope we can build a strong community of parents facing the same challenge – trying to shop for girl clothes without the girly.


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