Jamie Alexander had a comfortable career in technology in Toronto, Canada. But everything changed when his daughter Ruby, who came out as transgender at age 9, began avoiding the pool and gym classes because she couldn’t find a swimsuit that made her feel confident.
In 2019, during a family trip to Panama, Ruby had to wear boardshorts because no bikini fit her properly.
That uncomfortable moment became the starting point. Jamie began designing a bottom with gentle compression so that his 12-year-old daughter could move freely and without fear of being stared at.
That is how RUBIES was born, in the fall of 2020. What began as a father’s gesture of love has already sent more than 1,000 bikinis to trans girls around the world, and it continues to grow with the help of Ruby, who actively collaborates in the business that bears her name.
