We’ve all encountered them: retail giants like Old Navy, Nordstrom, and Forever 21 hawking tees emblazoned with the familiar phrase “Boys Will Be Boys.” While seemingly harmless, this slogan often serves as a justification for undesirable behavior. Walk into any mainstream store, and you’ll find a plethora of shirts with slogans like “Mom’s Little Rebel” or “Ladies’ Man.” However, unlike many parents, Samantha Rivers couldn’t just overlook it—she found it bothersome. The messages on boys’ apparel often revolved around aggression or competitiveness, which didn’t resonate with her kind-hearted son, Ethan.
In July 2015, while employed at Amazon, Rivers designed her first shirt that said “Mr. Nice Guy.” She recognized a void in the market for clothing that celebrated kindness and gentleness. Thus, Free to Be Kids was established. Rivers eventually left Amazon in 2016 to dedicate herself fully to her brand, which aims to counteract negative stereotypes and promote positive messages through fashionable designs.
Redefining Boys’ Fashion
While Free to Be Kids has an impressive range for girls and even adults, Rivers is particularly passionate about the boys’ collection. “Boys are often pressured to be tough and competitive,” she explains. “True happiness, in my opinion, stems from being a good person. It’s unfair to our sons to imply that they don’t need to be kind.”
Take, for example, her son Ethan, who has a soft spot for adorable creatures, particularly cats. Despite his fascination, Ethan struggled to find clothing that reflected his love for these furry friends, as cat-themed apparel is often marketed towards girls. That all changed when they discovered Free to Be Kids’ “I’m a Cat Guy” shirt. Overjoyed, Ethan couldn’t wait to wear it, thrilled to find something that validated his interests.
Rivers echoes this sentiment, affirming, “Why shouldn’t boys like cats?” She intentionally designed a shirt that proudly declares it’s for boys because, in her view, boys should have access to all facets of their personalities. Rather than perpetuating toxic masculinity, Free to Be Kids flips the narrative: “Boys Will Be Good Humans” is one of their key slogans. Other designs include messages like “Feminist Like Daddy” and “Love Is My Superpower,” encouraging boys to embrace empathy and kindness.
A Pivotal Moment
Rivers recalls the day she sent Ethan to school wearing the “Boys Will Be Good Humans” shirt, coinciding with the release of a controversial tape featuring Donald Trump. Unbeknownst to her, this moment became pivotal for her brand, as it sparked a greater awareness of toxic masculinity and the need for socially conscious messaging.
Ethical Practices
Beyond promoting positive values, Rivers ensures that her business operates ethically. All shirts are made without sweatshop or child labor, and they utilize eco-friendly, water-based inks. Employees earn at least Seattle’s minimum wage, which reflects Rivers’ commitment to equity and ethics.
While maintaining affordability—around the same price point as Gap Kids—Free to Be Kids is expanding its collection, with new designs slated for release this fall. Feedback from parents has been overwhelmingly positive, with many expressing gratitude for shirts that their sons love to wear.
Shifting the Narrative
Rivers recognizes the troubling trend in children’s merchandising, where female characters are often excluded from boys’ lines. “It’s disheartening,” she says, reflecting on the missed opportunities for boys to engage with diverse role models. “Boys’ merchandise should reflect a variety of emotions and characters, not just the aggressive ones.”
This is the mission of Free to Be Kids: to reshape the narrative around what boys can wear and who they can be, one shirt at a time.
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In summary, Free to Be Kids is breaking the mold in children’s fashion by challenging outdated stereotypes about masculinity and promoting positive values through their unique clothing line.