We Are Upstate NY With Trailblazing GIRLBOY Founder Morgan Hoffman

If you’ve strolled the streets of Uptown Kingston, there’s a good chance you’ve been drawn to the effortlessly cool glow of GIRLBOY — Morgan Hoffman’s standout fashion haven at 311 Wall Street. Known for its striking blend of silk goods, ethically sourced cotton apparel, and an exceptional collection of denim brands, GIRLBOY is more than a boutique; it’s a bold statement on modern femininity and classic style.

Morgan’s vision extends beyond designing the GIRLBOY line—she also delights in curating a rotating collection of pieces from other brands, all of which channel the timeless style of icons like Katharine Hepburn, Jane Birkin, Diane Keaton and Edie Sedgwick. Think unapologetically androgynous silhouettes, crisp tailoring, and fearless individuality. 

We recently caught up with Morgan to talk all things GIRLBOY, her favorite local Kingston gems, and what you can expect to see in the shop soon. (Hint: She just got back from a trip to Peru). 

INSIDE+OUT: Where are you from, and how did you wind up in the Hudson Valley? 

Morgan Hoffman: I originally came from outside of Albany, in a town called Loudonville, New York, which is still part of the Hudson Valley. I grew up there and later attended school in the area. When I was nineteen, I moved to New York City, where I lived for ten years. During the COVID pandemic, I spent a lot of time back in the Hudson Valley. This experience made me realize that I needed a balance between city life and nature. I found Kingston to be an enchanting place with a lot of potential for growth, and I decided it would be the perfect location to open my first store

Tell us about your business. How did it get its start, and what’s the meaning behind the name? 

The name actually came to me a few years before I even launched. My mom and I were having lunch at Bergdorf’s when I spotted Donald Robertson—the iconic illustrator and creative director at Estée Lauder. I’d always admired his work. We made brief eye contact, and even though I never do this kind of thing, I walked over and said, “I hate to bother you, but I’m such a huge fan of your illustrations.”

He was gracious and warm, thanked me, and said, “Thanks for saying hi! You have a really interesting look. I’ll see you around.” I didn’t think much of it.

Then, about three weeks later, he found me on Instagram. Out of nowhere, he posted an illustration of me. I messaged him to say thank you and asked if I could purchase the piece. He replied that he’d be in New York for Fashion Week and suggested we meet.

When we did, he said, “I love your style, your aesthetic, your muses. You need to create your own brand—and call it GIRLBOY.”

It took me a couple of years to figure out what that was going to be. But I’ve always been inspired by women from the past who were kind of unconventional beauties or a bit androgynous. I’ve always loved that tailored look, but I don’t want to feel like I’m wearing a man’s suit. And that’s what inspired my women’s line. So I always say the philosophy of GIRLBOY is a menswear feel made for a woman. 

Can you share your journey of becoming a fashion designer and retail proprietor? 

I started my journey at the Fashion Institute of Technology (FIT). After that, I spent ten years living in New York City, immersing myself in the fashion world and building connections. In February 2018, I debuted my own clothing line with a launch party at the Crosby Street Hotel. Over the next couple of years, I built the brand through a few wholesale accounts and hosted several pop-up shops. In 2019, I presented my collection in Paris — aiming for the Spring 2020 season — which generated some interest. However, that experience also made it clear that I needed to rethink parts of my business model to move forward sustainably. I took a pause to regroup, and then the pandemic hit. I was selling direct-to-consumer through my website in 2021. Then, in the summer of 2022, I created a new line, and in 2023, I relaunched the new website. The direct-to-consumer was going well, but I began to think that I should add other brands that inspire me and at the same time, complement my brand.

How do you select which brands are featured in your shop? What are some of your best-selling items?

Before I launched the shop, I already had a clear vision of the brands I wanted to carry. Since my own line is rooted in sustainability, it was important to me to partner with like-minded brands. One of the first pieces I was genuinely excited about was denim from the Japanese brand Moussy. I love their jeans because they’re non-stretch and have that authentic, true vintage feel—like a Levi’s pair straight out of the ’60s.

Another favorite is Raquel Allegra, whose silks are absolutely beautiful. I discovered her through her store and was immediately drawn to her aesthetic. When I curate for the shop, I choose pieces that align with the GIRLBOY vibe—clean, tailored, and streamlined. I’m not pulling the floral dress from a collection; I’m selecting the pieces that reflect our identity.

The GIRLBOY tank is probably our best-selling item, followed closely by our tees. Denim does incredibly well too—especially Moussy. We’re becoming known as a go-to destination for jeans, and we also carry standout denim brands like Citizens of Humanity and AGOLDE.

What is it about the Hudson Valley that makes it unique to live + work here? 

What I love about the Hudson Valley is there’s a real sense of community. I feel like my kind of people are in the area. There’s so much happening, it feels very full, and there are so many artistic people. I have friends here, and there are a lot of other female business owners — like Heather Nicosia, who owns Three Turtle Doves, and Beth Bogulski, who owns Millie + Madge — which I love because we’re all so supportive of each other. 

What are the most challenging and the most rewarding aspects of running your business?

I think the challenge has been fine-tuning and evolving my brand, which started before COVID. Thinking of things like, “How do I expand?” and “What will make the brand succeed?” might have been the most challenging part of the evolution process.

However, owning the store has been the best business decision of my life. I see people of all ages; I have women in their eighties as well as those in their twenties. This has helped me as a designer, observing firsthand what works and then creating a cohesive story with the other brands. While I wouldn’t say there have been significant challenges, there is definitely room for fine-tuning. I enjoy that process, and I’m having a lot of fun.

What impact does your business have on your community?

I often hear women say that my store feels like a New York City boutique, but in the Hudson Valley. Or, I’ve heard people say, “I love Moussy! I’m so glad there’s a shop here because I usually order it online or wait until I can go to the city.” Shopping for jeans online can be a pain in the ass!

What local businesses do you rely on to be successful?

I go to Kingston Social for their coffee, they also have great kitchenware. It’s a go-to shopping destination whenever I need to get a gift for my mom. Samara Daly, Anne Sanger and Helen Palazzi own it, and they’re great. And Exit Nineteen — they’re right next to my store — is amazing. John Krenek and Jamie Niblock, who own it, and Matt, the manager there, I adore all of them. I probably shop there three times a week! I love their candles. I just bought a new home, so I’m getting a lot of home stuff there as well. I love all the restaurants. Chleo, Lola and Kinsley. They’re all around the corner. And there’s Le Canard Enchaine when you want classic French.

What is missing in the area that you wish we had?

I would love a build-your-own salad place for lunch. That’s one thing I miss about being in New York City where you can just go to Sweetgreen or Chopt. 

Tell us something about yourself people would be surprised to know.

I have no idea! I have to tell you, I’m a really unfiltered person. I’m an open book, so I’m not that surprising.

What’s next for you? What are you working on now that you’re excited about?

I’m always thinking ahead when it comes to fashion. In a few weeks, I’ll be purchasing resort wear for the end of the year. I’m making some changes to my line as well. I just returned from Peru, where I now produce almost everything. I explored various Peruvian fabrics, which was both inspiring and helpful. I’m really expanding my collection of t-shirts and cotton clothing. This summer, I’ll be working on my new spring line.

Who or what inspires you personally?

My great-grandmother Honey will turn 109 on June 14th. She grew up during the Great Depression and lived alone until she was 103. Remarkably, she beat COVID twice and continued to drive a car until she was 99. Even in her mid-80s, she appeared to be in her 60s. She cared for her husband, who had severe dementia, for nine years until his passing at the age of 89. She is truly an incredible person and, without a doubt, the most inspiring human being I know.

She sounds fascinating! What would be your dream local Staycation?

I love the Hotel Kinsley, Inness and The Maker Hotel.  

What are some of your favorite ways to unwind and unplug when you are not working?

I love movies, TV and listening to music. When I get home, I’ll have a glass of wine and watch something on TV. 

What is your current state of mind?

With the world being this crazy, I think my current state of mind is finding peace, being grateful for what I have, and trusting the process. 

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Photos Courtesy of Girl Boy | Conrad Dornan @conraddornan | Jennifer Starr

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