As we grappled with how to put this company together over the last couple of months, our huddle debated which meaning of feminism and the kind of feminism that would define this endeavour.

What we were in total agreement of, however, what that a key element would be to proudly and overtly wear the term FEMINIST has the core of our brand.

Here's one article by Marcie Bianco (https://twitter.com/marciebianco) that has a lot of resonance - we recommend you read the whole thing - and in particular this:

"To appropriate Simone de Beauvoir, one is not born, but rather becomes, a feminist. It is a deliberate political undertaking. It is an ethics of daily living, of fighting for gender equality under the law, of fighting for women’s agency and autonomy, of fighting for political power and representation for women. To be a feminist is to fight structural inequality and upend the patriarchal power structure. In this regard, it is inherently discomforting. "

Read more:
https://qz.com/692535/we-sold-feminism-to-the-masses-and-now-it-means-nothing/