Leah O'Malley and Tori Robinson, cofounders of Boys Lie, turned heartbreak into big business.

In 2020, fashion bloggers and the mainstream press gushed over grand, whimsical WFH outfits that seemed to be plucked from the pages of a Lewis Carroll book.

But not everyone was in a dress-up mood in 2020. A $220 dark-washed and slouchy Denim Hoodie by Boys Lie also reigned during the pandemic year, as the brand resonated with a generation of young women stuck at home. 

“I’m gonna say we sold over 2,000 units of the denim hoodie alone,” says Leah O’Malley, 26, cofounder of Boys Lie. “And it’s been insane. I mean, every time that it releases, whether it be on our site, the Urban [Outfitters] site or the Revolve site, it sells out immediately.” 

Ariana Grande, Gigi Hadid, Noah Cyrus, Halsey and Vanessa Hudgens are just some of the stars who put Boys Lie on the map, even before the lockdowns spurred a desire for stylish loungewear.

The brand aesthetic is defined by pilled and vintage sweatsuits, pressed with empowering slogans and mood-wrenching poems that address the painful reality of breakups: (“What are you going to do without him? Whatever I want.” “Let me be clear. My love is unconditional; your presence in my life is not.” “1-800-Boys-Lie.”) 

Building a brand on statement sweatsuits—and heartbreak—has paid off for cofounders Leah O’Malley and Tori Robinson, who were Forbes 30 Under 30 honorees for Art & Style this year. They say the company brought in more than $5 million in revenue in 2020, up from $600,000 in 2019, the year it launched.

“We’re not just selling hoodies or sweatpants,” says Robinson, also 26. “Boys Lie is essentially a movement. It’s something that people who are going through heartbreak are learning how to heal, and it’s building this community.” 

Model Behavior: Audrey Hilfiger and Camille Opp posing in Boys Lie's signature blazers.

Anguish aside, sweatpants had its own moment in fashion in 2020. Between March and July, overall apparel sales were down 34% compared to a year ago, while sweatpants rose 2%, according to NPD data. But from decades-old sports brands (like Nike, Adidas, Champion and Reebok) to fresher labels launched within the past few years (like Bandier, Naadam and Vuori)—it’s also safe to say the hoodie and sweatpants market has gotten rather crowded and cozy.

Slouchy sweats and light layers, with many pieces washed to pill for that vintage look.

This did not stop Boys Lie from growing into a multimillion-dollar fashion brand within two years. 

O’Malley previously worked as a sales rep for Yelp, and Robinson for her family’s private-label cosmetic manufacturing company. With a $250,000 loan from family and friends, they launched a makeup line called Boys Lie, to commemorate the tough breakups they experienced during college. The boys they dated at the time happened to be best friends. When their respective relationships crumbled, the two remained friends. “Boys lie” became their tagline, healing mantra and, later, the name of their business. In 2018, the Radnor, Pennsylvania, natives trademarked the name, and flew to Hong Kong to work on packaging.

Robinson’s leg up in makeup didn’t get them far. They ran into issues with vendors and found themselves in a puddle of debt. 

But they saw that a complementary line of branded Boys Lie tees and other merch sold better than their cosmetics. In 2019 they shuttered the makeup line and relaunched as a full-on streetwear label. Oversize tops, cropped tees and sweatpants served as their year-round bread and butter. Each spring it launches the lightest of underlayers, like ultra-fitted corsets made of jersey fabric, and its hit asymmetrical logo bralette. 

Dua Lipa, Kylie Jenner, followed by dozens of influencers, signed on to the Boys Lie look. Celebrity-love empowered the cofounders to structure the business as a limited-edition drop model, creating hype for customers longing to swipe a sweatsuit, tee, tank or even a beanie before they sold out. Retailers like Revolve and Urban Outfitters also carry limited stock of the brand.

“We like to be exclusive,” says O’Malley. “So our customers know our products sell out very, very fast. And so everyone hops on to buy right when we launch, usually right at 9 a.m. on that day. But we sell out pretty quick, and it’s pretty crazy to watch as it’s happening.”

Boys Lie closed 2020 with more than $5 million in revenue. They expect momentum to continue into 2021; this year they are projecting $10 million to $15 million in revenue from wholesale and e-commerce, as well as plans to expand in international retail markets including the U.K., Canada and Australia. 

Because of the business’ drop structure, halting production and shipping challenges during the pandemic did not make the fledgling entrepreneurs sweat.

“Our customers were willing to wait; it was our highest engagement period that we’ve ever had,” says Leah. “We’re a calm and digitally native brand. That way everything’s online—it’s easy to connect and it’s easy to buy.”

The two are ready to allow Boys Lie to grow and evolve with its audience, from refining the looks to improving the fabrics. While previous drops have been made in Mexico and China, its current collection is custom-made and knitted entirely in Los Angeles. 

“It’s also really important to have brand DNA where again, you’re not just selling a physical item,” says Robinson. “We’re learning how to heal and change heartbreak into something that’s remarkable. . . . Brands that don’t have the brand DNA and authenticity moving into 2021 are just going to struggle.”