Style: Janelle Monae, Ellie Goulding, Rita Ora & More Eschew Girliness for Tomboy

Instead of singing about running with the boys, musicians like Rita Ora, Ellie Goulding and Lauren Mayberry of Chvrches are spelling it out with Tomboy, a collection by Portland, Ore.-based retailer Wildfang.

"Tomboy is a spirit, an attitude, for a girl who follows her heart instead of the rules," says Emma McIlroy, 30, who launched Wildfang with Julia Parsley, 33, in June 2013. The shop (and site, wildfang.com) carries a curated selection of borrowed-from-the-bros brands (think hoodies from RVCA and raglan tees by SubUrban Riot), as well as Wildfang's own recently launched house labels. This summer sees the debut of its latest collection, 24/7 Tomboy, which includes crop tops and mesh tanks. But the most popular of the lot, according to McIlroy, are the glow-in-the-dark graphic tees.

"We recently shot a rapper named Nyemiah Supreme wearing it," says McIlroy. Tux-loving Janelle Monae is also a big fan.


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