Morgan Hoffman’s boutique, GirlBoy, is challenging traditional gender norms in fashion, showcasing a blend of masculine and feminine styles inspired by legendary icons.
Morgan Hoffman, the founder of the clothing brand and Uptown Kingston boutique GirlBoy, is reshaping the fashion landscape with her innovative approach to clothing that transcends traditional gender norms. set against the backdrop of the Hudson Valley, GirlBoy emphasizes a blend of masculinity and femininity, offering pieces inspired by fashion icons such as Katharine Hepburn, Louise Brooks, Diane Keaton, Edie Sedgewick, Tilda Swinton, Grace Jones, Marlene Dietrich, and Cate Blanchett. “They are fierce, timeless, and have been inspirational to women for decades,” Hoffman stated.
The boutique provides a dynamic wardrobe that challenges conventional female fashion. With a collection ranging from linen blazers and crisp striped blouses to cropped twill pants and glamorous trench coats, GirlBoy embodies effortless sophistication. Hoffman points out that “most people are at an intersection between feminine and masculine when it comes to style,” indicating the intentional design choices aimed at empowering confidence in consumers.
Since its inception in 2017, GirlBoy has aimed to redefine personal expression through attire. Hoffman asserts, “GirlBoy is an attitude. Don’t dress for anyone else. Be you.” This philosophy extends to the garments available at the boutique, which include not only Hoffman’s designs but also lines such as Agolde denim, Citizens of Humanity, and sustainable options like Oncept sneakers.
Hoffman’s journey into fashion began in her childhood, growing up in the Hudson Valley. A self-proclaimed fashion enthusiast, she reminisced about poring over fabrics and textures while her peers played with dolls. After completing her education at Albany Academy for Girls, she took a gap year to work in a boutique and model briefly before pursuing further studies at the Fashion Institute of Technology. A pivotal moment arrived when she met fashion illustrator Donald Robertson at Bergdorf Goodman, who encouraged her to launch her own brand, suggesting the name GirlBoy.
What began as a style blog quickly transformed into a clothing line as Hoffman began designing her own garments after a soft launch in 2017. By 2018, she showcased her first full collection, blending vintage silhouettes with contemporary styles aimed at modern women. She noted, “There was so much from the past that I wanted to recreate, like that classic tailoring,” drawing inspiration from iconic figures and vintage aesthetics.
Following a successful start which saw her designs make their way to boutiques across the country and even Paris Fashion Week, Hoffman faced the challenges of the COVID-19 pandemic. With physical stores closing, she pivoted to direct-to-consumer sales, redesigned her website, and focused on more casual clothing suitable for remote work. As she navigated these changes, she felt compelled to return to the Hudson Valley, ultimately finding a location in Kingston.
In August 2023, Hoffman signed a lease for a new storefront at 311 Wall Street, and after a comprehensive renovation, GirlBoy opened its doors in December. The boutique’s aesthetic reflects its ethos, combining sleek, modern design with a warm, welcoming atmosphere reminiscent of a farmhouse kitchen.
Since its opening, GirlBoy has attracted a loyal following from local residents and visitors alike, showcasing styles that resonate across generations. Hoffman highlighted the timeless nature of her pieces, noting, “I’ve worn the same sweater that my grandmother also bought from the store.” This appeal underscores the brand’s success and its ability to capture the essence of fashion with a feminist perspective, honoring the legacy of the bold icons that inspire it. As the boutique continues to thrive, it provides a space for individuals to explore and express their personal style, embodying the spirit of confidence inherent in the GirlBoy brand.
Source: Noah Wire Services
