Boys Lie

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.