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Fashion brand Wildfang wants to fix the self-esteem issues that come from the way women and girls are marketed to.

The fashion industry gets a lot of grief for its contribution to girls' self-esteem issues. Rather than tear women down through guilt- and envy-driven marketing campaigns centered on achieving a heteronormative, cisnormative version of an ideal self, Wildfang's goal is to "liberate menswear," freeing it from gendered boundaries, and catering to tomboy style. It's a fiercely feminist brand with a fun sense of style.

In early August 2016, the company decided to take the self-esteem deficit head-on. Joining with I Am That Girl, another organization dedicated to the empowerment of women and girls, they'd spread a message of self-acceptance, love, and confidence.


Together, they launched the #YouGotThis pin collection.

The #YouGotThis pins are inspired by quotes from 17 inspiring women in the worlds of sports, politics, music, entertainment, and activism.

"We wanted to work with a group of women [who] embodied strength and confidence and who inspired us personally," Wildfang CEO Emma McIlroy wrote in an email.

Photo by Wildfang.

"We asked each influencer to think about a time that they were really nervous or had self-doubt and tell us what helped give them a confidence boost in that moment. Some women told us about a family member, for others it was a song or a quote. We then worked with an amazing artist, Chelsea Snow, to translate their stories into pin designs. Each pin is designed to give you a little confidence boost when you need it most."

With all profits going to I Am That Girl, the pins offer wearers a way to give themselves a bit of a confidence boost while supporting a group helping others do the same.

Below are the 17 pins, along with the quote that inspired each design.

1. Emmanuelle Chriqui: Actress, star of "Entourage"

"Sometimes confidence comes from within and sometimes it comes from people who've had your back since day one. #LoveYouDad"

Photo by Wildfang.

2. Amanda Seyfried: Actress, star of "Mamma Mia!" and "Les Misérables"

"Sometimes you have to turn up the volume to drown out the noises around you, listen to yourself, and learn to shine your own way."

Photo by Wildfang.

3. Evan Rachel Wood: Actress, musician, star of HBO's upcoming "Westworld"

"There is always more than meets the eye — even the sweetest looking things can pack a big punch."

Photo by Wildfang.

4. Kelly Sotherton: British heptathlete, Olympic bronze medalist

"When you're in the middle of competition, sometimes you have to give yourself a little pep-talk reminder that even when it hurts like hell, stay focused and keep your eye on the prize."

Photo by Wildfang.

5. Kelly Sue Deconnick: Comic book writer, co-creator of "Bitch Planet"

"Inspired by the personal mantra 'Glow little shark glow,' we all need the occasional reminder to sharpen our fangs and glow get it."

Photo by Wildfang.

6. Khalida Popal: Athlete, former Afghanistan women's national soccer team captain

"Make noise, ask for what you want, be the voice for voiceless. Remember: No one gives you your rights, you have to stand up and take them."

Photo by Wildfang.

7. Lynn Gunn: Musician, lead singer of Pvris

"Whether it's a sweat sesh or a jam sesh, we all have our 'pre-show' rituals to get us amped up before we hit the stage ... or the court ... or the office."

Photo by Wildfang.

8. Masha Alyokhina: Musician, member of punk rock band Pussy Riot, political activist

"This is a reminder to stand up for what is right and never let your truth be silenced."

Photo by Wildfang.

9. Abby Wambach: Highest all-time U.S. women's national soccer team scorer, two-time Olympic gold medalist

"'Cause failure is just another word for 'I'm gonna come back and crush it next time.'"

Photo by Wildfang.

10. Monique Coleman: Triple threat, star of Disney's "High School Musical," philanthropist

"Toss out that measuring tape and quit comparing yourself to others — it's your uniqueness that makes you rad."

Photo by Wildfang.

11. Sonia O'Sullivan: 5,000-meter runner, former world champion, and Olympic silver medalist

"Magic happens when hard work meets opportunity. Hustle hard and leap when the moment arises because it's now or never."

Photo by Wildfang.

12. Stacy London: Stylist, co-host of "What Not to Wear"

"Whether it's your I-look-fierce-as-hell leather jacket or a bold red lip, we all have our go-to piece of badass-babe armor that makes us feel ready to take on the world."

Photo by Wildfang.

13. Taylor Schilling: Actress, star of "Orange Is the New Black"

"It takes a real tough cookie to know that sometimes you have to risk big to win big."

Photo by Wildfang.

14. Vanessa Torres: Professional skateboarder, first woman to win the X-Games

"Pay homage to the OG babes who paved the way for us. When in doubt, ask yourself: 'What would Grambo do?'"

Photo by Wildfang.

15. Creusa: I Am That Girl ambassador

"Sometimes words just aren't enough. That's why someone invented hugs. Carry a supply with you at all times. #HugLife"

Photo by Wildfang.

16. Niki: I Am That Girl ambassador

"Every great adventure starts by saying yes. Can I get a hell-yeah!?"

Photo by Wildfang.

17. Jolie: I Am That Girl ambassador

"Because speaking up isn't about putting others down. Remember we are all in this crazy thing called life together."

Photo by Wildfang.

These pins might be small, but given how rough society can be on young women, their messages can mean a lot.

A 2012 report from the Substance Abuse and Mental Health Services Administration found that girls ages 12 to 15 are three times more likely to experience a depressive episode than boys. Additionally, the U.S. Department of Health and Human Services found that 90% of eating disorders involve girls and women age 12 to 25.

Photo by Don Emmert/AFP/Getty Images.

Are girls and women simply more naturally predisposed to depression or eating disorders than their male counterparts? Not likely. The reason for such a disparity between young men and women in these categories probably has more to do with societal standards of beauty and other expectations than it does biology.

Man, woman, both, neither, or something else entirely, we could all use a little boost every once in a while. Good on Wildfang and I Am That Girl for bringing a bit more confidence into the world.

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