Brand profile

Boys Lie

Founder-run US label making heartbreak-themed loungewear and streetwear: hoodie-and-sweatpant sets, baby tees and denim with angel, devil and slogan graphics.

New York CityOrigin

WomenswearFocus

StreetwearStyle

$$Price

Shop Boys Lie ↗

4 brands like Boys Lie like Named Collective, Unknown London, White Fox →

What to know about Boys Lie

Heartbreak is the design brief

Founded in 2018 by two friends going through breakups at the same time, the label prints angel-and-devil motifs, flames, hearts and blunt slogans across its loungewear.

Built for the drop cycle

Sold direct-to-consumer through frequent limited releases and Instagram/TikTok marketing aimed at Gen Z, which reached roughly $8 million in revenue in 2022.

Matching sweat sets anchor it

The range centres on heavyweight hoodies and coordinating sweatpants, extended with baby tees, denim and accessories in a Y2K streetwear register.

Known forSweatpants & joggersHoodies & sweatshirts

StyleStreetwear Y2K Athleisure / Sportswear

If you like Boys Lie

87% match

Named Collective

$$$Graphic setsLondon, United Kingdom

Same graphic hoodie-and-sweatpant set drop model

What changes: Unisex festival-leaning prints rather than heartbreak slogans

Shop Named Collective 19 brands like Named Collective →

77% match

Unknown London

$$Hyped dropsLondon, United Kingdom

Rhinestone slogan graphics on hyped limited hoodie drops

What changes: Harder London menswear edge, less loungewear

32 brands like Unknown London →

75% match

White Fox

$$Going-out basicsSydney, Australia

Influencer-fuelled branded sweat sets for the same Gen Z girl

What changes: Cheaper, going-out dresses over slogan streetwear

Shop White Fox 26 brands like White Fox →

69% match

Nude Project

$$Slogan fleeceBarcelona, Spain

Founder-led drop culture with slogan tees and heavy fleece

What changes: European, more male-skewed and minimal graphics

Shop Nude Project 26 brands like Nude Project →

Brand facts

Boys Lie, co-founded in 2018 by Tori Robinson and Leah O'Malley after the pair went through simultaneous breakups, builds loungewear and streetwear around heartbreak and self-love themes. Core products are heavyweight hooded sweatshirts, matching sweatpant sets, baby tees, denim and accessories printed with angel-and-devil motifs, flames, hearts and blunt slogans. The label sells direct-to-consumer through frequent limited drops and Instagram/TikTok-led marketing aimed at Gen Z, reported roughly $8 million in revenue in 2022, and remains privately held and founder-run.

Founded: 2018
Origin: New York City, United States
Made in: USA
Price: $$
Focus: Womenswear
Facts checked: August 2026
Styles: Streetwear, Y2K, Athleisure / Sportswear

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