Boys Lie is a contemporary apparel brand co-founded by Tori Robinson and Leah O'Malley. Launched in 2018, the brand gained significant popularity through its unique streetwear and loungewear pieces, often featuring bold graphics, angel and devil motifs, and empowering, sometimes melancholic, slogans related to heartbreak, self-love, and resilience. Boys Lie resonates strongly with a Gen Z and Millennial audience, leveraging social media and influencer marketing to build a cult following. Their products, including hoodies, sweatpants, t-shirts, and accessories, are known for their distinct aesthetic and often sell out quickly.
The headquarters likely serves as the central hub for design, marketing, e-commerce operations, and overall brand management.
As a fashion brand, their HQ likely includes creative studio spaces for design and content creation, and collaborative work areas.
Expected to be fast-paced, creative, and highly collaborative, reflecting the brand's dynamic and youth-oriented nature. Strong emphasis on social media trends and digital marketing.
Being located in Los Angeles, a major fashion and cultural hub, provides access to talent, manufacturing resources (if applicable), and influencer networks, which are crucial for the brand's image and growth.
Boys Lie operates primarily as an e-commerce driven brand with a significant global reach through its online store, shipping internationally to numerous countries. Their brand presence is amplified worldwide via social media marketing, influencer collaborations, and pop-up shops in key markets, though their physical office operations are likely concentrated in the USA.
[Information Not Publicly Available]
Los Angeles
California
USA
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As of April 2025, Boys Lie ' leadership includes:
Boys Lie has been backed by several prominent investors over the years, including:
As a privately held company led by its founders, there have been no major public announcements regarding executive hires or exits in the last 12 months. The co-founders continue to be the primary public faces and leaders of the company.
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While not publicly confirmed, common email formats for companies of this nature often use first name or first initial + last name combinations. Customer support and press inquiries likely use generic addresses.
[first]@boyslieofficial.com
Format
tori@boyslieofficial.com
Example
70%
Success rate
Forbes • October 26, 2022
Forbes featured Boys Lie co-founders Tori Robinson and Leah O’Malley, detailing their journey of turning personal heartbreak into a multi-million dollar apparel business. The article highlights their strategy of building a strong community around the brand and authentic storytelling....more
Women's Wear Daily (WWD) • August 2, 2023
WWD interviewed the founders of Boys Lie, Tori Robinson and Leah O'Malley, discussing the brand's viral success, their design philosophy rooted in personal experiences, and how they maintain authenticity while scaling the business....more
Glossy • February 12, 2024
Glossy reported on Boys Lie's anti-Valentine's Day themed pop-up shop in Los Angeles, showcasing their unique marketing approach and direct engagement with their customer base through experiential retail....more
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