Woman in a dress changing her high heel shoes for Tough Cutie hiking socks and hiking boots

Tough Cutie Brand Manifesto

Tough Cutie Brand Manifesto

We are the stern look from your mama when you’re about to jump into a puddle and the warm hug wrapping you in a towel when it's all said and done. We’re the call from your ride or die best friend at midnight asking you to eat ice cream and ugly cry.

We are unapologetically sassy and unequivocally comforting. Being different from the ground up made us who we are and who we will become from head to toe. We are fierce, intelligent, tenacious, playful, and bold. We are complexly beautiful.

We are female and we are the future in case you haven’t heard.  

We introduce high quality women’s products into the market that aren’t just pink and pretty but purposeful and impactful. We are change makers and we are changing the perception of gender inequality as an issue of women vs. men and instead, fostering an inclusive mindset that views men and women as part of the solution. We are holding other companies accountable for doing the same by not letting diversity and inclusion initiatives be cash cows for lazy marketers.

We are the new kids on the block with old souls. 

Today, fast fashion brands produce at hyper speed, cause hyper stress, and create hyper waste to stay on trend. All of us at Tough Cutie are busy chasing kids, careers and/or dreams among other things and really do not have time to chase trends. We believe in quality, craftsmanship, and self-care, all of which take time. Luckily, we're patient and in it for the long haul. So buckle up chickadees, it going to be a fun bumpy ride.

Brittany Coleman
Tough Cutie Founder and CEO

Back to blog