When Ruby Alexander was 11 years old, she decided she wanted to wear a bikini, just like her friends. No more baggy board shorts! After an extensive search, her father, tech entrepreneur Jamie Alexander, realized there really weren’t any suitable bikini bottoms for his daughter, nor for other transgender and gender non-binary youngsters.
So he set out to make them and founded RUBIES in 2019. Since then, RUBIES has sold over 1,000 black and pink shaping bikini bottoms in more than 20 countries worldwide.
“We are here to ensure that every trans girl has the freedom to be who she is,” the dad said.
After watching his 12-year-old daughter Ruby struggle to find bikini bottoms that made her feel both comfortable and confident as a transgender girl, Toronto dad Jamie Alexander took action himself. He created a new clothing brand, Rubies, which produces form-fitting clothing for transgender children.
In an interview with “Today,” Alexander said he saw a clear gap in the market.
“Everything I saw was heavily branded just to trans people and had a quilted pad in the front. They didn’t look like normal bikinis,” Alexander explained. “I wanted to create a garment that looks and feels like a regular bikini and a brand that resonates with kids, not just trans kids.”
This is so lovely.
Ever since Jamie Alexander’s daughter, Ruby, told him she was really a girl, the Toronto-based dad has thrown himself into fighting for transgender children’s rights and normalising being who you really are.Advertisement
Most recently, Alexander and Ruby, 12, has created a line of swimwear and underwear for transgender girls to help them feel more comfortable and confident every day.
In an interview, Alexander explained how he had come to realise how limited the clothing market is for transgender children.
A father has designed a swimwear brand inspired for trans girls inspired by his daughter’s own transition.
Jamie Alexander from Toronto, Canada said he was inspired to create clothing after watching his daughter Ruby, who transitioned when she was nine years old, struggle to find swimsuits that she felt comfortable in.
Alexander said he couldn’t find many options for form-fitting clothes of swimwear designed for trans kids – so he decided to make his own.
- Jamie Alexander created Rubies, a line of clothing for transgender girls in 2020.
- He was inspired by his daughter, Ruby, who transitioned when she was 9.
- The brand sells swimwear that’s designed to be comfortable for transgender kids and teens.
- Visit Insider’s homepage for more stories.
Jamie Alexander is a Toronto, Canada, father who designed a swimwear brand made for transgender girls inspired by his daughter, Ruby.
For years, Alexander watched as his now-12-year-old daughter struggled to find swimsuits that she felt comfortable wearing. He told Insider that Ruby, who transitioned when she was 9, often wore board shorts and sweatpants in place of traditional swimsuits, but at age 11, she expressed interest in wearing a bikini.
Alexander told Insider that he couldn’t find many options for form-fitting clothes or swimwear designed for transgender kids or teenagers, so he decided to make his own.
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Toronto dad Jamie Alexander knows that shopping for kids isn’t always easy, which is why he and his 12-year-old daughter Ruby created a line of swimwear for transgender girls to help them feel more comfortable and confident every day. “Everything I saw was heavily branded just to trans people and had a quilted pad in the front. They didn’t look like normal bikinis,” Jamie said in an interview with Today, pointing out the limited clothing market for transgender and gender creative children. “I wanted to create a garment that looks and feels like a regular bikini and a brand that resonates with kids, not just trans kids.”
After watching his own daughter Ruby, 12, struggle to find bikini bottoms that made her feel both comfortable and confident as a transgender girl, Toronto dad Jamie Alexander decided to solve the problem himself.
Alexander created a new clothing brand, Rubies, with the specific goal of producing form-fitting clothing for transgender children up to a size 20. His first product: the Ruby Shaping Bikini Bottom.
Though he told TODAY Parents Ruby was drawn to high heels, Disney princesses, and Beyoncé’s “Single Ladies” video as early as age 3, Alexander and his wife Angela were not sure at first whether her preferences meant anything significant about her gender. After all, who doesn’t love Beyoncé?
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