“I saw this on Dolls Kill and they totally ripped off your design,” it read, followed by a link to a product that looked nearly identical to her “Max” costume. But about a year later - and just moments after giving birth to her second child in the hospital - a friend sent her a concerned message. In return, Hollis would receive $350 dollars and exposure via Lynn’s personal social media page (Hollis shared correspondence with SFGATE substantiating this).Īfter pulling an all-nighter and rushing the costume to Lynn, she got what she was promised. The two struck up a conversation on the peer-to-peer marketplace in 2015 when Lynn spotted Hollis’s “Max” costume inspired by “Where the Wild Things Are.” With Halloween just around the corner, Lynn asked Hollis if she could overnight her a custom design.
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As Dolls Kill grew, the brand drew viral attention for more than just its designs, with controversies surrounding the sale of a “ Prehistoric Princess Costume” that fetishized Native American culture, a “ Goth is White” T-shirt and a tone deaf social media post by Lynn during the racial unrest of the summer of 2020, which led Dolls Kill to commit to purchasing $1 million worth of products from Black-owned businesses and donating 100% of profits to community organizations.ĭespite those controversies, the San Francisco fashion startup has amassed more than three million Instagram followers and accrued more than $60 million in Series B funding - and suddenly, its leader was interested in Hollis, an Arizona-based seamstress with no more than an Etsy shop to her name.
The company, which was initially a “viral” brand that existed on social media and exclusively sold fox tail keychains, rapidly gained an audience when Lynn talked about it to her fans during her DJ sets.
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