Cool Girls of SoHo: The Communities and Conflicts of Three Female-Founded Companies

Abstract

This study examines three female-founded companies based in the SoHo area of New York City. Employing qualitative research methods, I investigate how these feminist for-profit organizations operate and the communities of women they serve. I performed ethnographic work and conducted both in-depth and informal interviews with employees and consumers of the focused brands, compiling data for themes, trends, and differences in people’s experiences and interactions with the companies. The results suggest that these brands have facilitated female community-building in innovative ways through both the physical and digital realms with lasting implications for women. I also analyze complications and contradictions of the companies with issues ranging from those of diversity, exclusivity, and the commodification of feminism. Ultimately, this work is crucial for elucidating and improving strategies for fighting gendered discrimination and marginalization, as the communities and spaces borne from such companies constitute an effective means for empowering women.