ToughCutie is an outdoor sock brand founded by Brittany Coleman, created to address gaps in outdoor gear for women. Coleman started the company in 2019 after working as a business analyst and experiencing frustration with male-dominated product development in the outdoor industry.
Coleman recognized a systemic issue in outdoor product development: the “shrink it and pink it” approach, where women’s products are merely smaller, pinker versions of men’s gear. ToughCutie aims to create products that genuinely address women’s needs. The name “ToughCutie” deliberately challenges stereotypes. Coleman explains it represents the ability to be both strong and feminine – qualities women are often pressured to choose between.
Growing up in Las Vegas with a single mother and experiencing periods of financial instability, Coleman did not have early exposure to outdoor activities. Her corporate experience would later inform her approach to building a business.
ToughCutie offers merino wool socks with key features:
- Targeted cushioning in heel and toe areas
- Compression zones around the arch and ankle
- Breathable mesh panels
- Moisture-wicking properties
The brand currently offers seven sock styles, including the Eve Ladies Light Weight Merino Wool Hiker and Sasha the Fierce Bear Merino Wool Hiker Crew.
Coleman built ToughCutie with a deliberate focus on women, ensuring the business was majority women-owned, manufactured entirely in the USA, worked with WRAP-certified factories, and designed products through direct customer feedback.
An initial crowdfunding campaign failed, which Coleman describes as a public setback. She quickly rebounded by winning a pitch competition, securing a distribution contract with Title Nine, a respected women-owned outdoor brand.
