Brittany Coleman: Walking in Women’s Shoes
“There’s a lot of courage and strength to draw on when changing or redefining yourself.” - Brittany
Welcome back to the third installment of our mini-series, Women Doing the Brave Business Thing. Okay, that’s not a great title, but welcome back! This week I’d like to introduce you to Brittany Coleman, founder and CEO of ToughCutie socks. Brittany is an engaging entrepreneur who spent years in the business and marketing side of the apparel industry, just to not only see what women really wanted, but also to take the brave step to get out there and make it happen.
Brittany’s background is in business analysis. She spent years looking at company processes and working to make them more efficient. In her day job, she learned how to use technology to accelerate growth and how business owners can leverage those tools to help themselves out. She also spent time working as a Brand Manager in apparel where she learned firsthand about business marketing and how to build a successful brand.
But what makes Brittany’s story really interesting is what else she learned and what she did about it. Alongside those amazing skills and on-the-job training opportunities, she also learned that all too often, men were leading women’s product development. New women’s products were being created without actual women being invited to the conversation. Women weren’t being asked “What do you need?” Men’s products were simply getting what Brittany referred to as a “Shrink It & Pink It” approach – marketing the same products smaller and more feminine, assuming that was good enough. Brittany watched as men would make women’s product decisions “not for real hiking women, just the girlfriend,” and come across as though they were doing a great service for the female apparel industry.
Though she does enjoy hiking and spending time outside, Brittany says of herself, “I am not the stereotypical outdoor extremist one commonly sees portrayed.” And at work she recognized that any woman who spends time outside, whether extreme or not, deserves true representation and products that actually fit. Speaking on behalf of women as employees, producers, and consumers, Brittany says, “We deserve better.” So, she took a brave, intimidating step and started ToughCutie, a company that produces “high-quality women’s outdoor & lifestyle products with a purposeful and impactful approach.”
If you don’t mind me sounding like a commercial for a hot second, I’d like to brag about these socks. A few years ago, I “became” a hiker when I took to the outdoors on my way out of a depressive cycle. However, I did not have the gear or the know-how to make things easier on my body. I went through more pairs of “just-grab-what’s-closest” socks than I’d like to admit. When I discovered ToughCutie on Instagram, I ordered on a whim. But these merino wool socks not only hold up in the toes (which most of my other socks didn’t), but they also stay up my legs! You know how many pictures of women hiking include thin little legs with cute high socks? Well, this hiking mama has bigger legs that don’t like to be photographed. But my new Eve crew socks stayed up the whole hike and didn’t bother me by rolling down my legs. These socks are lightweight, durable, comfortable, and well worth the investment.
Personally, I’m grateful for Brittany’s decision to courageously step out and create a great product. But as a woman working to support other women’s journeys, I also appreciate Brittany’s business decisions. When I asked her about the challenges she faced, she said the first two criteria for her business were critical in the beginning: sourcing domestically and being sure that as a woman-owned business, money was flowing into other women. Brittany teaches us that financial challenges will always exist. Growing a business will always be a challenge. But it’s important to keep your priorities set from the start. Keep persevering with integrity and you’ll see authentic progress.
Brittany’s approach to starting this business was clear cut in her mind. She claims that she typically latches on to an idea, and then, “for better or worse, I commit to getting it done.” With finding domestic sources and financial options, she has learned to pivot, but has also come to accept that as a part of the process rather than a reason to quit. And ladies, as we’ve seen through this business series, Imposter Syndrome is real! Brittany remembers how easy it was to look at someone else’s ideas or goals and think you aren’t making your progress because of their steps. “Try as much as possible not to compare your journey and your timeline to anyone else,” she teaches. We are reminded that the Comparison Game can only discourage us from meeting our own goals. Brittany worked hard to avoid “comparison mode” which she knows would have only shut her down.
Are you looking to meet a need and start something new? Maybe you are just looking to define this journey you’re on and give yourself a clear focus. Brittany says, “It’s not about the socks.” She would have taken the same approach for any product, and you can, too. “There’s a lot of courage and strength to draw on when changing or redefining yourself,” she says. Sure, there are webinars and books to help you figure out next steps, but trust yourself to take actual steps to make your goals happen. Brittany is currently challenging herself to spend more time working IN the business rather than ON it. She has plans and goals, but is committed to being hands-on to run the company well. (And ToughCutie’s current feature at REI is proof that her dedication is working!)
Brittany’s story teaches us that we can see a need and complain about it not being met, or we can branch out and be part of the solution. No matter what challenge you’re currently facing, decide what is the most important part, choose your next steps with integrity, and be bold enough to avoid comparison. We believe you are confident enough to fill your own shoes and define the adventure you’re meant to live.
