More recently, Tori Spelling wore a Boys Lie T-shirt in her first outing after news of her divorce from Dean McDermott broke after 17 years of marriage. Once again, the catchy logo caused a stir.
"Our brand is a way to represent your emotions without having to say anything at all," O'Malley said. Their marketing strategy involves gifting the clothes to celebrities and social media influencers at no cost. In return, Robinson and O'Malley hope the celebrities and influencers will post photos in the apparel on their own on feeds. This, alone, helps drives sales."We strictly gift out with the hope that a celebrity will wear it," Robinson said, then they circulate the photos online. So far, it has worked.
O'Malley likens them to"big sisters" for their customers who often write in to share their own relationship horror stories.Disclosure: CNBC's parent company, NBCUniversal, owns Bravo.