Jamie Alexander was inspired by his daughter (Picture: Rubies/@rubiesdad)
There’s nothing like the bond between a father and daughter.
Dads will do anything to make their daughters happy and one Toronto dad has done more than most.
After seeing his daughter Ruby, 12, struggle to find bikini bottoms or swimsuits that made her feel confident as a transgender pre-teen, Jamie Alexander took matters into his own hands.
He created a clothing brand, called Rubies, which creates form-fitting clothing for transgender children and teens up to a size 20.
The first product designed was the Ruby Shaping Bikini Bottom, described on the website as a ‘no-nonsense bikini bottom in pink [that] will give her support in all the right places. It magically turns a pointy poker into a dainty dune. No tucking required’.
Designed for the beach, the gym, the pool, or dance lessons, the aim is to help transgender children and teens feel more comfortable without compromising style.
An experienced entrepreneur, Jamie told today.com: ‘Everything I saw was heavily branded just to trans people and had a quilted pad in the front. They didn’t look like normal bikinis… I wanted to create a garment that looks and feels like a regular bikini and a brand that resonates with kids, not just trans kids.’
For research, Jamie interviewed 50-60 different families in Facebook groups for parents of transgender children. He asked them what they wanted from swimwear and said: ‘The best businesses are ones that solve real problems. I knew we had a problem, but I didn’t know if everyone else did.’
The brand has already succeeded, with positive feedback coming from those who purchased the bikinis. Jamie now plans to expand the business to include underwear made with a cotton fabric.
His aim going forward is to make the lives of trans children better and continue helping them to feel happy and empowered.
‘I want to focus on the positive stories about these kids and normalise them,’ he said. ‘They’re just kids. That’s how people need to see them.’
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