New girls’ clothing line defies gender stereotypes

Princess Awesome co-founder Rebecca Melsky wanted to buy her daughter clothes with spaceship and robot designs, but apparel like that just didn’t exist.

“We heard that we’re not alone,” Melsky said. “A lot of girls want to wear both ‘girly’ things and ‘dinosaur-y’ or ‘math-y’ things, and a lot of parents want to be able to buy their daughters clothes that are both ‘girly’ and support interests beyond kittens and flowers.”

Melsky and Eva St. Clair came together to change all that, but after repeatedly selling out online for the last year, they could no longer keep up with the demand from home.

The duo launched a $35,000 Kickstarter campaign on February 3 to move the Princess Awesome line into factory production.

The 30-day Kickstarter met its goal in just three days.

St. Clair said the reality of the situation is about much more than just fashion.

Half as many women are employed in STEM jobs as men in today's workforce, and many believe the reason could be rooted in childhood experience.

“Princess Awesome will change that by diversifying the clothing choices available to girls - including designs with science and math as well as pirates, ninjas, and classical works of art,” St. Clair said.

More information here.