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In a world filled with labels, misnomers and divisions, genderless fashion means more than a catchy line to Elizabeth Brunner.
It’s a clothing line — one that the Glen Ellen designer launched in November 2020. It’s called StereoType, a children’s brand that was inspired by lessons learned in her family.
In their clothing preferences, Brunner’s 9-year-old twins, Jacob and Chloe, have reversed what are considered traditional roles. Chloe likes to dress in all black with a black panther mask, a San Jose Sharks jersey, camouflage pants and dance boots, a tool belt and anything dinosaur related.
Jacob opts for “glitters”, skirts and pink skates. Four years ago, she went as Batman for Halloween. He chose a purple princess costume.
Brunner, 48, vividly dictated what she said at the time: “I don’t want to be a girl. I just want to look good.”
She recalled asking why stores separated children’s clothing departments between boys and girls. Why not put them together as children’s clothing?
“This has to change,” she recalled saying.
Brunner formed her business, making children’s clothing that can be worn by either gender, which is usually called “unisex” clothing – meaning for everyone, based on her past experience.
She defies labels as gender neutral or unisex. Rather, she says, her products are “mixes” of those established clothing styles. Asked if that means her product line is centered around specific colors or shapes, she added: “No, and all items are stocked for both boys and girls. It’s genderless because they’re made for both.”
At least the businesswoman, who originally majored in interior design but gravitated to fashion, graduating in 2007 from the California College of the Arts, had some initial experience for the $318 billion US industry, according to Statista 2021 research.
She channeled her childhood, using her mother’s skill and care by sewing scraps of fabric for her Barbie dolls. In 2010, she started her first fashion company, Piece x Piece, making unique garments from sample fabrics discarded by local designers.
But it ended that business in 2018, returning to StereoType two years later. Here, she creates tops, pants, leggings, skorts, dresses, hoodies and blazers ranging from $30 to $129 from her San Francisco store.
“My kids are literally the DNA of my brand, so I made them co-founders of the company and I’m teaching them about building a business,” she said. “They’re definitely getting a dose of how to run a business and be an entrepreneur.”
After incorporating two years ago this month, it began designing activewear to sell direct to consumer last year on its website.
With more than $100,000 in seed funding, the goal included appealing to parents looking for clothing for their offspring that isn’t restrictive, challenges preconceived notions, and allows their children to express themselves. Brunner declined to disclose revenue for the new, privately held business. Instead, she insists it’s not about the money, but the mission to change preconceived notions in fashion.
To that end, she is writing a children’s book titled “I’m All I Want to Be.” The book, which Brunner says is in the editing stage and will probably be out in 2023, features zoo animals wearing her clothes as they frolic in San Francisco.
Her children enjoy roaming the family’s eight hilltop acres above the Sonoma County community of Glen Ellen when they’re not hitting the books or helping mom with her business.
When asked what she thinks of her mom’s business, Chloe took a moment to hang from her backyard jungle gym: “I think it’s cool because we can be models.”
Jacob became philosophical.
“It’s a great thing – a chance to let me be me,” he said, rattling off a string of careers the energetic young barefoot tree climber planned to pursue later in life. He listed the mythologist, director and architect of animated films, for starters. Chloe said she wanted to be an inventor.
On the other hand, maybe the young man’s mother is inspiring him.
The word on social networks is catching on. Brunner said she has had “admirers” of her work tell her how as parents they applaud her efforts.
“At first I was hesitant about how the clothing line would be perceived. But it’s empowering,” she said, referring to the business as creating a platform designed to overcome judgmental thinking.
Susan Wood covers law, cannabis, manufacturing, technology, energy, transport, agriculture, as well as banking and finance. For 27 years, Susan worked for a variety of publications including the North County Times, Tahoe Daily Tribune and Lake Tahoe News. Contact her at 530-545-8662 or susan.wood@busjrnl.com.
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