In June of 2010 we launched Her Universe, the first sci-fi merchandise line just for women. The overwhelming support we have received from everyone, both women and men, has been incredible! Yesterday, I received another reminder of this support when I read this fantastic article: Back off, guys: It’s our turn
I would like to use this blog post to address some of the questions, concerns and comments that have arose from Erika’s piece. First of all, I tend to call myself a patient person, but this whole process has definitely tested my patience. This is the first time that female fans have been given anything like this, and I want so badly to give the women everything the men have (30 years worth) in one year. That simply cannot happen. I am listening to all of your comments, I know what you want and I am actively working everyday to make that happen. However, everything just takes so much time! Keep in mind girls, it took me three years to convince people that there are enough female sci-fi fans who will buy merchandise and to get Her Universe up off the ground.
When I get overwhelmed by a big task, I like to break it up in steps. My husband says that I was inspired to do that by the New Kids on the Block and their classic hit “Step By Step.” Yes, I admit it. I was a massive NKOBT fan when I was younger and I will probably be lining up to buy tickets to their new concert with the Backstreet Boys this summer, but I digress… We had to prove one thing this year. We had to prove that there is actually a female fan base that will buy female sci-fi merchandise. Guess what? WE PROVED THAT!!!! After 5 conventions and online sales we can now show that the women are there and that they will buy. Step 1 Accomplished! We can check that box!
Step 2. Go beyond conventions and our online store and enter the retail space. Let me start with the exciting news, we are now selling on StarWarsShop.com and fingers crossed, we hope to be selling our product at Disney this summer! Disney!!!!! That’s a HUGE step for us and we are very excited!!! We are also going to be adding Syfy and some of their shows to our line. SYFY!!!!!! A television network, now wants to recognize their female fans that make up 49% of their total fan base!! Seriously now!!! How cool is that??? Look what we (and in we, I mean all of us female fans) have accomplished in less that a year. Now, as for the opportunity to walk into JCPenny, Macy’s, Bloomingdales, Target, Sears, etc., and buy female sci-fi merchandise… we have a LONG way to go. They are still not convinced that there are enough female buyers to support sales in the mass markets. I know we can prove them wrong, but it’s going to take a lot more than 3,541 fans on Facebook, 2,286 fans on Twitter to change their minds. We are working hard to increase awareness about Her Universe and you can continue to help by spreading the word to people you know. Simply put, if there is a demand, they will sell it. So lets continue what we have been doing and prove that there is a demand. The more we all band together, the more they will pay attention to us! We are on the right track! We are making great progess! One step at a time. Let’s take the opportunities that we have been given and make the most of them. Hopefully it will take us WAY less than 30 years to catch up to the guys!
I am going to stop there with the steps and address some of your comments…
Prices
The Truth…You have no idea how hard I have tried to offer you all the cheapest price possible, while not compromising the quality. Giving you a quality product is very important to me. I could not put my head on the pillow at night knowing that I just sold you a shirt that will shrink two sizes after you wash it. I have chosen higher quality garments and with the higher quality comes the higher price. We also do not get the same price breaks as the bigger companies. Due to the fact that we are a small company, we have to order in smaller quantities. We may only order 144 t-shirts at a time, where as a bigger company orders 10,000 shirts at a time. As I am sure you know, the more you buy in bulk, your price per unit goes down. The reason the guys can walk into JCPenny and buy a Star Wars shirt for $9.99 is because they have proven that there are enough male Star Wars fans to support those large orders. Another factor is that well made garments tailored for the female figure are expensive, especially if ordered in smaller quantities.
Sizes
The truth is that the majority of the garment manufacturers do not even carry blank garments beyond sizes XL or XXL. This drives me nuts! They only way to get garments larger than XL or XXL is to custom make them yourself. However, you have to order larger quantities to be able to place these custom orders. We are able to offer three of our styles in plus sizes because we were able to track down some garments that the manufacturer actually had in stock. However, at this point we have to place a custom order to get the expanded size range we want and I am proud to say that we are working hard to make this happen. We have some exciting ideas on how to address sizing issues for female fans and within two years, I think you will see us making huge strides.
Designs
All I can say is that I hear all of your comments. I was very overwhelmed going into the design process. People gave me this piece of advice, they said “You will never make everyone happy.” However, I can at least try. Each of of shirts was designed with a different type of girl in mind. My goal was to offer at least one shirt to each girl, no matter what their taste is. That is why all of our shirts look a little different. The Daddy’s Little Girl shirt for example was actually designed with the younger fan mind and that is why I chose purple. I did know that we would have several adults buying it because of the father/daughter relationships but my target audience was the younger girls. That shirt is so popular, I am considering making an adult version in different colors and with a more adult design. I have learned so much this year about what everyone wants and I can’t wait to release new products!
Shipping
Ugggghhhhh….I am just as bothered by our shipping prices as you are but there is a good reason why our prices are what they are. Simply put, we want to ensure that your package is safe and securely shipped. Again, due to the fact that we are a smaller company, we do not get the cheaper shipping rates. We are not shipping massive quantities daily. We want to ensure that your package comes to your door in good condition and we are able to track every step of the shipping process. This also includes international orders. I would LOVE to expand to other countries but the safest way for us to ship and monitor our packages world wide is to use FedEx, and that is why our shipping prices are so expensive! I will continue to do my research on how to provide our merchandise to our international customers in a cost efficient way, but right now the shipping prices are what they are, I can’t control them.
I was always taught that honesty is the best policy and I hope that I have addressed some of your questions and concerns. I cannot thank you all enough for your continued support! I think we all need to look at the bigger picture and look at what we’ve achieved this past year. We are not going to make 30 years of progress overnight but we can continue break down the stereotypes and change people’s minds. The odds have been against us for more than 30 years but guess what I say to that… “Never tell me the odds…”
Ashley 
Ashley, I think you and everyone else involved with HU is doing a GREAT job!!
Shipping has been my only concern. I totally understand the desire to have packages arrive safely and on time, but honestly, I’d enjoy the option of having USPS OR FedEx, then we can decide for ourselves if we want to risk the evil evil USPS (which I have NEVER had a problem with) or the safe, secure, tracked FedEx. Besides the over THIRTY dollars it cost to send a hoodie (which I loved and only broke down to order during your recent sale, but that’s MORE than some of the actual merchandise) I’m not HOME to pick up the packages. I have to arrange for someone else to be here to get it.
Anyway, I know you know this and I’m happy you’ve touched on that here. Hopefully this can change in the new year.
I can see myself placing a LOT more orders, for myself and as gifts, when further shipping options are given. 
I’ll even click on the box that says “don’t come crying to me when your package gets lost” 
Having said that, KEEP UP THE GREAT WORK cause you’re doing awesome
Thank you for your feedback AuroraLee! I will look into all shipping options!
Thanks so much,
)
Ashley
Thank you so much for addressing all of the concerns brought up in the comments of my post, Ashley! I know you are going above and beyond for Her Universe—for female Star Wars fans (and now, other franchises). I appreciate it and I know there are many, many more who do also. I think this first line is a lot of fun (I really do love the Katie Cook shirt!).
I wasn’t trying to nitpick on shipping to say “we should pay less.” I just wanted to point out at this time, we have little choice but to shop online and with online shopping comes shipping. They go hand in hand, which is fine. I take that in stride. But right now, as you say, we have a long way to go before we can walk into a department store and pick up a Star Wars shirt for ourselves. HU is trying to change that, but we all have to keep in mind the bigger picture, think long term, and remember patience and dedication is the key to making larger strides here.
The steps HU has made in the past six months is encouraging for what the next year will bring. And to you Ashley, for fighting to convince people that we do exist, thank you. Thank you very much.
No, Thank you Erika! Your article definitely inspired me yesterday! I really appreciate all of your feedback including the part about shipping. Trust me, I brought it up because it frustrates me too! I’d much rather walk into a store and buy something in person! That way I know it fits! Thanks again!
Ashley
)
I’m a UK buyer, who had some problems with the shipping. The shipping was completely refunded and my tshirt still arrived in one peice and is gorgeous. I’ll be buying again in the near future, I think the range is wonderful – and I’m not a girly girl. : )
ps: was disappointed that the Rebel Insignia neckleace was no longer on sale. *sob* I really wanted that!
Keep on trucking, Ashley! Thank you for being such an advocate for us and this cause! I completely understand everything you are saying–but you know what, you’re working with it, trying to find options–that’s a lot better than packing the whole thing up and calling it quits.
Every time I go out I use my purple Her Universe tote bag as my purse–a little subliminal messaging can’t hurt, right? But I was wondering–any chance we would develop a street team? A promo team of sorts to carry the word beyond online social networking? I’d be very interested in working on something like this for you!
You and your crew are doing an amazing job, Ashley. It’s so clear that a lot of love and effort go into the HU venture. Thank you so much for everything that you’re doing to fight for us! Looking forward to being able to order from HU again soon; I absolutely adore my Padmé Nouveau and Daddy’s Little Girl shirts and can’t wait for more where those came from.
Ashley no matter what, keep it up! We understand and hope that you know we support you. I’m a larger fan and know that you can’t always get everything in my size, but I’m being patient. I know that the right shirt will come at the right time.
Great work as always!
Hey Ashley,
I know I whined a bit about pricing over on the Club Jade entry about HU, but despite that, I totally understand why things have to be priced as they are. If anything, it’s a real good incentive for me to find extra employment at the moment so I can set aside some money for a t-shirt purchase in the future. Gotta support HU somehow, yanno? =D
Either way, please keep up the good work. I can’t wait to see what HU has in store for the future, especially for future t-shirt designs.
Ashley, no complaints…just wanted to say thanks for everything you’re doing! You’re right, you can’t please everyone all the time…you’ve accomplished a lot on our behalf in less than a year, just keep taking it one step at a time
Thank you so much for Her Universe. I, like so many, want everything NOW! I want tons of shirts to choose from and jewelry and pajamas and everything! But…I’m also smart enough to know that these things take time.
You’re doing a great job for we fans, and I thank you! I seriously cannot wait till the next line comes out! And as for prices, yes they’re a little spendy, so I buy only the shirts that I really want. I’ve only bought 2, but they are now among my favorite shirts. 
So in reality, I don’t mind too much. Thank you again! 
Woa, reading that has changed some thoughts I have about Her Universe. I was wondering about shipping for awhile, and now I understand a bit more. I know you had your reasons for making things on the higher side. And when I tell people HU prices they get this look on their faces that annoys me. And it shows that their not as deticated to SW as much as I am. I now completly understand. Thanks for ffilling us in. You’ve done a lot for us in less than a year and I hope we can make up for those’s 30 years and I’ll do what I can. I may be young but I don’t care. Can you sell stuff from HU to Disneyland?? I’m in Califronia and if I ever go I want to get some HU shirts or something. Thank you Ashley, you’re the best!!!
~♫♪♥Senator Skygirl♥♪♫~
I love the line and am excited about the new merchandise coming out this month! I understand that these things take time, so I am patiently waiting for imperial/sith gear for us dark-side enthusiasts keep up the good work!
Hey, Ashley Just really wanted to say Thank you so much for everything your doing and your doing an outstanding job. When Heruniverse first started i admit the prices scared me a little but that completly changed once i bought my first shirt its so comfortable and i wear it all the time which means i wash it all the time i can’t believe after all the times i washed it it still looks brand new and thats the same with all my shirts and the hoodie so i will gladly pay a few extra bucks for the quality you provide. Also i got to say i’m super impressed with the service of Heruniverse not to long ago i ordered the magna hoodie (which i love i hardly take it off) and trying to fix an error accidently ordered it twice which i realized after checking my bank account and i was kinda upset with myself but then i got an email from one of your team members asking about the two and wondering if it was a mistake they said they would send one and hold the other and asked me to respond then after they saw the return request i put in they emailed me back saying the would cancel the other order i can’t express how happy and relived i was that someone would notice and fix a mistake that was totally my fault its the service and quality and the message that its sending that keeps me coming back. Can’t wait to see whats in store for Heruniverse and super excited to hear about the possible disney plans
Thanks again for everything
michelle
Ashley, I had the opportunity to meet you at Dragon Con, where I purchased the “I know” shirt. I adore the design, style and fit of the shirt. I picked up the Luke shirt for my friend who lives in Portugal. HU doesn’t ship to Portugal yet, so I picked it up and will ship it to her. I also have purchased the Katie Cook hoodie. I think it’s the best quality hoodie I’ve ever purchased. I have to be careful not to wear it so much that I wear it out, I love it so much.
Sure, the prices are a little more than Wal-Mart, but the quality is much better. I don’t mind paying a little more for something like this.
Thank you for your hard work and patience. I think you’re doing a fantastic job! I can’t wait for the new merchandise coming out in the spring. Oh, and didn’t you tell me there would be a few new items for Christmas?
The fact that you exist is all that really matters. I would rather have one pricier item at a time than not have any at all. Believe me, I’ll definitely be around for awhile because for much as an adult as I consider myself to be, 30 years from now I’ll still only be 44. Basically, please don’t die. That would suck.
Also, if you can’t get into a department store, maybe you could open some sort of a boutique? I would love to step into the first HU store 5 or 10 years from now and be able to touch and feel the clothes before purchasing.
You’re doing a great job Ashley. Don’t let the naysayers get to you. Like you mentioned, you can’t please everyone. Patience is a virtue that people need to learn. In the year or so that Her Universe has been opened, you’ve made great strides and have made a lot of people happy. Keep up the great work and I can’t wait to see Her Universe grow even more popular over the next few years!
I don’t mind the prices, and I love the shirts I picked up at CV, it just feels sad that at the moment I can’t order anything due to the limitations of shipping. Be sure that when you start shipping to western Europe and Australia, then you will have a loyal customer up in Sweden.
What I continue to see from Her Universe impresses me. Not only is it exciting to have a company that, finally, offers items for the female fan market, but I appreciate the way things like quality have been made a priority. Add to all this the way you are willing to listen to the feedback, offer honest responses, and work faithfully chipping away at those problems that still prevent you from fulfilling your vision. Such integrity makes me not only happy we have a company like Her Universe in existence, it makes me proud we have it. Keep up the good work! I love the Luke Skywalker tee I purchased, and I’m eager to see what you’ve got planned for the future.
Thank you, Ashley. I think you’re doing a great job, and we believe in the cause. Keep rolling on!
Kaidlen Shan here. I have no complaints where Her Universe is concerned. Having experienced the quality of the clothing and jewelry, I can not object to the prices. The clothing is worth what I’ve paid out.
Ashley, you have done a fantastic job. It’s fantastic that you have taken up the cause of all female sci-fi fans, Star Wars fans in particular (like myself) to help us get stuff especially for us. I’ve always been happy with what I could get, even if it meant wearing men’s clothing. However, it’s great to find stuff meant for females to wear now.
May the Force be with you where the next steps are concerned.
I think you’re doing a great job. I’m loving what I’m seeing and have spread the word to my friends and complete strangers who compliment me on my Her Universe merchandise. I look forward to seeing Battlestar Galactica merchandise. Let me digress to say that I am super excited for the New Kids on the Block and Backstreet Boys concert this summer. Keep up the great work, Ashley. I appreciate it very much.
Thank you SO much, Ashley!
I know I get annoyed when people say mean things about Her Universe. Sure, prices are a bit higher than I would normally pay, but these are lower prices than a designer shirt–which wouldn’t be Star Wars!
I absolutely love my Padmé Nouveau shirt!!!! It is my favorite shirt in my closet. I’m really hoping that I get more for Christmas…..
Also, thank you for providing girly Star Wars stuff. I love that I can show both my love for Star Wars and still be true to myself. It means a lot to me!
<3,
Padmé
I am not saying that I do not support the cause. However, as a guy, I have never once tried to take anything from the female fans. And “Back Off” is kind of a blatantly mean thing to say to anyone who has been supportive and cooperative.
I am glad to see Ashley recognize that there is intersectionality in privilege–that there are issues like sizeism and classism (the pricing) at play as well.
I’ve been a Star Wars fan since I was ten years old. As many people who shop at Her Universe know, being a Star Wars fan and female isn’t easy. Externally, we are questioned for being a “girl” who (happens) to like Star Wars. We experience conscious and subconscious sexism and paternalism from male fans, as well as conflict from other women in fandom.
Examining the franchise itself, while there are strong women characters in Star Wars, the series still reflects the greater systemic sexism that existed in the world in 1977 and still exists today. In the six movies, none of the milestorm, story-changing lightsaber battles feature a swordswoman in a significant role. With Ahsoka Tano as a prominent character, Clone Wars continues to challenge this paradigm.
I remember the backlash against the casting a woman to play Starbuck when the new series of Battlestar Galactica was announced. So much of the conversation revolved around how the sanctity of the show had someone been “violated” and how the character of Starbuck had been “emasculated.” Fans went as far as to disparage the character as “Stardoe.” Little did they consider that for so long in science fiction, women heroes have been a rarity.
A few years back, there was a lot of debate as to whether the hero, “Exile,” in the video game “Knights of the Old Republic II” was male or female. (In this RPG, players get to pick the gender of the character during character selection.) Even though you could play Exile as a woman–even a woman of color!–promotional art always depicted Exile as a white male. When Lucasfilm declared that in established Star Wars “canon,” Exile would be a “her,” there was so much outrage from male fans who felt that their experience of the video game had been invalidated. This, even though the game still gave them an option to play a male character–when so many women fans have not had the choice to play a female character in the numerous Star Wars games where the protagonist is male.
Being a Star Wars fan and a feminist at the same time can be fraught with contradictions. But you can still be a feminist and like Star Wars, and still be a feminist and enjoy fashion. Certainly, female Star Wars fans should NOT be expected to leave feminist principles and femininity at the gates in order to play in a fandom that has largely privileged men for the past 30 years.
HerUniverse’s efforts to reconcile and embrace these contradictions is not an “incursion” on maleness or “special treatment” for female fans. HerUniverse is a great first step to address a longstanding inequality.
Great Idea AuroraLee! Just what me and my friend were thinking!
Thank you Ashley so much for starting this line and doing it with integrity and honesty. You are amazing!
I’m not saying that the female gender should not take an interest in Star Wars. Just don’t hit me and tell me to take your side. I’m just saying that the article seemed a bit unnecessarily blunt. I, personally, have done nothing to hurt anyone.
Ashley, thank you so much for all that you’ve done for us fangirls! I appologize that I have not been able to make a purchase yet, but I have made it VERY clear to my parents that Her Universe is the #1 item on my Christmas list. As for prices, at first I was upset that it was so high, but now that I understand the prices a little bit better, I think that $30 is a very reasonable price for a shirt that I know has good quality and will last. The shipping is expensive, but I’ll gladly pay it, and like you said, you can’t control the prices. I’m very happy with the design of the shirts. I think they all look fantastic!
There are a few more things that I would like to see, but I’m willing to be patient and I know that you’re working on it. Don’t let the negative feed back get you down, a good quote I know says “There are more lovers than haters in the world”. HU is very sucessful, and I’m excited to see how it will grow. Thank you again Ashley, for all your hard work in making HU come together. 
astronaught, I think you are not quite clear on the point of the article. If you haven’t ever said the phrase, “now we need something like that for guys!” when referring to the HU clothing line, then you should not feel offended. I state several times that is what has been bothering me. Not a lack of support, but of some male fans using that statement.
If you have never said that, the article is not directed at you! I did my best to make it clear who I wanted to reach with my opinion piece.
There were very few negative comments, don’t take them personally. As a woman with very, very big boobs (wish they were attached with velcro so I could take them off sometimes), I think I would have to buy a 2X though it would be too big on the rest of me. The hoodie I want does not come in that size. Also, for me, $30 is a lot to spend on something I would probably just where to Disneyland and such. Bless the girls who would unabashedly wear it everyday.
However, I understand it is not your responsibility to personally make me a t-shirt. The majority rules and I appreciate that you will be making some changes. You just can’t make everybody happy and people are going to bitch no matter what you do. Don’t have your feelings hurt,all this falls under the maxim “that’s just the way life is.” Don’t worry about it. We’re all glad you made the effort to provide merchandise for female fans. And the guys need to bug off. That’s like saying they need someone to make football gear for guys.
Once again, THANK YOU!!! I really appreciate the time and dedication you put into this line. I am so impressed how well you have communicated with all of your supporters and skeptics. I believe that HU will continue to be successful because of all that you put into it!
Keep up the good work! I can’t wait to see what’s to come!
My husband gave me the Padme Nouveau shirt for our anniversary, and I have to say the quality is definitely worth the price. It’s one of my favorite shirts, and I’m looking forward to being able to buy your shirts in Disney.
@astronaught
You noted in your comment that “the article seemed a bit unnecessarily blunt. I, personally, have done nothing to hurt anyone.”
The cold reality is that women in Star Wars fandom are affected by male privilege in Star Wars fandom and in society. That experience also feels like being bludgeoned with a blunt object. Erika spoke openly and honestly about this circumstance in Star Wars fandom.
To say that the article hurt the “fweelings” of men in Star Wars fandom again takes the focus off the women being affected and hurt, to place the attention again on men!
We are regularly “told to back off of a franchise that is for boys and men. Sometimes this is directly, by male fans or people who question us for liking Star Wars because we also have vaginas.
Sometimes this is indirectly, like when toy stores stock Star Wars items only in the Boys section, or when it’s impossible for women to find fan apparel, or the paucity Star Wars novels that feature women in prominent and humanizing ways.
If you feel that being told to “back off” is a mean and hurtful experience, then please, please understand that women Star Wars fans have likewise been told the same thing–constantly. (Unlike male fans, who have only been told to back off just this once, for HerUniverse merchandise.)
For the record, in her essay, Erica only writes of her desire to tell guys who want to “mansplain the situation to her” to Back Off, not all men.
And mansplaining is what you are doing when you say something like, “as a guy, I have never once tried to take anything from the female fans” to explain why you feel put upon by Erica’s essay.
As a man, you don’t HAVE to connive like County Dooku to participate benefiting from or perpetrating male privilege. Male privilege is insidious–including in Star Wars. Because you are a guy, society and Star Wars are fandom automatically rigged to your advantage.
And because it is rigged to your advantage, women–including Star Wars fans–are missing out. This doesn’t mean that you have to feel guilty–you’re right, it’s not like you chose to be born male, and you certainly haven’t “tried” very hard to take anything away from female fans.
But you could be aware that you operate in a position of privilege. And you could use this knowledge to advocate and support women who simply want EQUAL treatment in this fandom…rather than complain about how “mean” and abusive (“just don’t hit me”) women are for wanting that equal treatment.
Thank you Ashley. As I said on Facebook, one of the things I really love about Her Universe is being here from the start and because you are so awesome and honest about getting this company going, I didn’t mind dropping the money at SDCC to pick up the two shirts and hat (which I show off all the time). I look forward to watching this line grow over the next few years and I am looking forward to seeing all the new products you have planned.
Thank you so much for writing up this blog post. It’s made me feel a whole lot better about everything. =D I’m looking forward to the new products.
-Leia <3
Let me put it this way to our pal astronaught…almost every time there was an update to Her Universe’s Facebook page, there was somebody who would post something like, “When are you going to start making stuff for guys?” Or, “Why can’t they make these for guys?” Hellooo, the whole point of Her Universe is to offer more to women and girls than what had been available. There’s plenty of stuff out there for the gents though I will concede the paltry pickins for Clone Wars adult tees or anything having to do with the prequel films. If the boys out there think something’s missing, please go take it up with Lucasfilm’s licensing guru Howard Roffman. But otherwise, it’s really annoying for people who clearly did not get the memo what this whole venture is supposed to be about to keep posting their whine and cheese on Facebook.
As for the pricing, I can see how $30-45 is a splurge for some people. Others, though, aren’t so much financially unable to buy anything as they are not used to spending very much on clothes. In other words, they just think $35 for a t-shirt is outrageous on principle even if they can technically afford it. When you’re a small company without the purchasing power of Wal-Mart or Target, things are going to cost a little bit more. And most Star Wars tees you find elsewhere, aside from the bargain big box stores, will run $20-30 anyway. Just go check out the new tees for men at Bloomingdales. The shirts sold in concessions for “Star Wars In Concert” ran north of $40! I like the stuff I’ve bought so far so much, they are to me well-worth what I shelled out for them.
Fans need to be patient. HU has only been open for business less than six months. It’s not going to be all things to everyone, and certainly not meet every feasible niche within the Star Wars market in that short period of time. I like what I see so far.
almost every time there was an update to Her Universe’s Facebook page, there was somebody who would post something like, “When are you going to start making stuff for guys?” Or, “Why can’t they make these for guys?” Hellooo, the whole point of Her Universe is to offer more to women and girls than what had been available. There’s plenty of stuff out there for the gents…
lazypadawan, you hit the nail on the head perfectly.
It probably would have been the more adult thing to ignore those comments, but I finally got fed up (it has been consistent since HU began releasing new product or design prototypes) and Dunc let me do something productive with my frustration, which at that point, I could no longer ignore.
And I’m very glad I spoke up. It gave fans another chance to see how incredibly responsive Ashley is. Her response reinforces the fact (for anyone who had any doubt) that she really does listen and she really is working hard to produce something wonderful for us.
Of course, I would hope that no one is offended or feels in the future the need to counter the matter with negative comments of their own should they see the same type of comment I reference in the article again. That’s certainly not what I want at all. Overall responses have been in top form and it’s best we keep that up.
Society is not rigged to my advantage or to anyone else’s. I had a fifth grade teacher who basically said that, if I remember right, she would save the girl’s lives if a gunman came into the building before the boy’s lives. So imagine being told that you’re half as valuable. Mean it or not, you don’t say that. My father and I were turned down by a woman we had just met to rent a house because we were two single men. Disney seems to be pretty girl oriented. If I had ventured into something girl oriented, which I never had, I might have been beat up on the playground. I am not sexist. I’m simply observing the behaviors of our society. The sooner we realise how similar we are, the better off we will be. I am not saying any gender is superior. Male chauvinists and feminists alike need to see that.
I’m a female Star Wars fan that was actually persecuted for my love of Star Wars for 12 solid years. And this was not just by the boys around me, but by my own father as I became a teenager. I had one male cousin while growing up who had no problems with me being a Star Wars fangirl. Not when he was just as much a fan as I was. He, along with my mother, and my father’s youngest sister, were a big help and source of support for me.
My father finally gave up telling me to grow up and leave my interest in Star Wars in the past, when I was 22 years old. It took him 10 years to get the picture that I wasn’t going to give up Star Wars, since he started in on me when I was 12. He had no problems with my love of Star Wars when I was a child. His problem with it came about when I started becoming a teenager. So I completely understand where Erika is coming from and who she’s aiming her article towards.
I really support your venture and that’s why I bought some shirts.
However, I got seriously burned on the shipping to Canada.
Can I suggest that when you ship parcels interationally, you:
(1) Use the word T-Shirt as the first word of the item description
(The items in my parcel were mis-classified as collector’s items, with much higher customs chargers)
(2) Put the actual price paid rather than the original value (I bought a few shirts due to the 20% off sale, but was charged customs on the original prices!)
In the end, because of labelling + Fed-Ex, the shipping + customs +additional Fed Ex charges came to $56.
I hope you can find an alternate method of shipping internationally soon.
Lazy Padawan and friends
As I said before, it’s not that I don’t support the cause. Do not talk down to me.
astronaught, they weren’t trying to be rude to you, they were saying that the article was only talking to the guys who asked on the facebook page “Why can’t we have something like that for men?”. The thing is though, society IS rigged to the males’ advantage. Look at all the things we women have had to fight for, that men have already had, such as being able to serve in the army, or having the right to vote. I do agree that discrimination goes both ways, but our cause is not to say that girls are better than guys, it’s to get us equal treatment. I’m sorry if I come off as rude, some of the other commenters were a bit rude, we’re just tired of being told that we can’t like Star Wars because we are women.
I think you’re really awesome to openly and frankly address people’s concerns like this. I’ve been putting off buying because of cost (not that I didn’t understand the reasons for the cost, but just because money is tight), but I’m moving it up the priority list because you’ve convinced me that it’s important for HU to succeed! We, the consumer, have to help you prove there’s a market for this before we can get what the guys have – inexpensive, readily-accessible options.
Thanks for taking the time to address all these issues, Ashley! I appreciate so much all that you try to do for female Star Wars fans. Keep up the great work, and I can’t wait to see the next found of merchandise from Her Universe!
Yeesh, if I wanted to read about how males are privileged, I’d got to Jezebel. I’m female. I’ve never felt marginalized by Star Wars fandom. Marissa, nice high horse. Astronaught, you are in a hole. Stop digging. Go argue about who’s a bigger victim of society or whatever someplace suited to it.
Ashley–thank you for claifying it’s about simple economic scale. I love some of your products, not so hot on others (I want Padme Nouveau as a print!) Right now I can’t really justify the prices, but that is not HU’s fault. When you’re in major department stores and malls
I’m sure the prices will come down a bit. I do agree, I would prefer more shipping options, but I’m sure that’s been considered. Cost of doing business is cost of doing business.
cadbane~5683forever,
While I may not necessarily agree with everything said here, I can at least respect your comment. Believe it or not, you were perhaps the most civil commenter responding to what I said, and the most willing to actually attempt to understand what I was saying.
What is going on here is miscommunication. I am not arguing about who’s a bigger victim in society. I am not preaching any type of superiority. Cooperation is an agreement between two sides to come together to an understanding and work together to achieve a common goal. I have stated, several times already, that I am not against Her Universe. It’s great. To my understanding, the female population has been simply ignored when it comes to their accomodation for female scifi products, especially clothing. Her Universe is changing that. I find that to be awesome.
As you can see, I have clearly made an attempt to understand this. But when I saw an article entitled “Back Off Guys; It’s Our Turn” I simply noticed that that sounded slightly sexist. I understand that the article was not aimed at me. Perhaps I should not have made such a big deal about it.
Now, as far as this “who’s a bigger victim in society” aspect, I have never once made any statement suggessting that I had any opinion of who suffers more. A teacher making me feel half as important and a woman denying my father and I a house because we were bachelors were simply examples that I used to reinforce the idea that discrimination goes both ways. And I’m not talking about someone telling me that “this show is for girls” here, I’m talking about undeniably heavy stuff. But, again, all examples.
In the most basic sense, I’m saying “Why can’t we just be friends.” Let’s all get along. We’re in the same boat, we’re on the same planet, yet we argue over the pettiest thing that should have no significance to us.
Yes, HU is for females. I agree that male fans do not need anything from HU. But the people viewing these items were obviously interested in them, and potential supporters.
I wrote quite a rude comment earlier saying “do not talk down to me.” It is not because I see my opinion as the only one, it is because the reactions I recieved were words like “Let me put it this way to our pal astronaught.” and something about how I was “mansplaining” by saying “As a guy.” I was not mansplaining, I was simply sharing the information that I was a guy. I could have left it to be implied, but I preferred to state it directly.
Ashley Eckstein, Erika (Jawas Read, Too) Her Universe supporters, and female fans,
I have thought this over and I would like to apologize for coming off as sexist, hateful, or in any other way offensive. What Her Universe is doing is a great thing. It truly promotes equality among Star Wars and science fiction fans. Mrs. Eckstein, Iyou are doing a great job, and I wish you very much success in your venture both as an entrepreneur and as a fangirl.
Erika (Jawas Read, Too), I would like to apologize to you for reacting the way I did to your article. You simply pointed out what HU was about.
Her Universe supporters and female fans, it truly was not my intention to offend anyone. I apologize to you if I upset you in any way.
Please realize that I am only human, and that I sometimes act on impulse, say or do things that are not right, or simply say or do things that do not have much good reason behind them. Let us achieve equality.
Sincerely with love and one love,
astronaught
@astronaught: Thank you for apologizing to Ashley as well. Negative attention to the line is not what we need and I’m glad you recognize this.
We all want to celebrate our nerdiness; HU is making this even more possible for female fans so we can display our support for Star Wars, too!
astronaught, thank you for the apology and explanation. Now I better understand what you are trying to say, and I agree that we should all try to get along.
Thank You Ashley for all that you are doing for us fangirls. I love my HU shirts and I wear them all the time! Congratulations on the Sy-Fy deal and Disney!!! Wow! Disney is Huge!!! I’m so happy for you. I understand the high prices and I think that the shirts are very well made and have lasted multiple washings and wearings!! Thanks again,
May the Force be with You,
Jedi~Chick <3
Mrs. Ashley Eckstein,
Thank you so much for taking the time to answer our many questions and I can tell that you really put your heart into your post. I admire your persistence, perseverance, and integrity. Although I have only met you once, I feel like I have spoken to you many times through your heart-felt blog posts.
Going beyond the internet and into the stores would be amazing! Disney would be astounding—I would love to buy one at Star Wars Weekends next year! ;D
About the prices—I think that they are accurate; the shirts really are quality. Actually, my Star Wars burn-out just arrived yesterday and I am ecstatic about wearing it! It feels extremely soft!
About the designs—I LOVE the variety. While I would love to see a Boba or Barriss Offee tee or Mandalorian necklace, I know that you and your team are working your hardest to do this for us fangirls. I want you to know that WE DO NOT TAKE IT FOR GRANTED.
Shipping—yes, it may cost eight dollars or so to ship, but your company ships promptly. When I ordered my tee and checked back the next day, it had already been shipped! I was very impressed and will definitely order online again!
Honesty is one of the best policies out there, and thank you for being a great role model. I concur—never tell us fangirls the odds!
We’ve made it this far, and we are still going strong!
However, I want to address one thing that I have beein pondering, not about HU, but about Clone Wars. I know nothing can be changed, but from the pictures I’ve seen of Ahsoka’s outfit for the next episode seems a little revealing up top. And, since I speak from experience, over the past few years kids have looked up to Ahsoka Tano just like they look up to you—just like I look up to you. Fans got the skimpy, more-revealing top from Ventress, but, on some levels, it was tolerated. I think people put up with it because Ventress was the example kids are taught not to follow: evil, conniving, scandalous. On the other hand, Ahsoka is a positive example for kids: sympathetic, kindhearted, and spirited. So when Ahsoka dresses skimpy, I think her ‘younger followers’ feel like they can dress that way, too. Now I’m not writing this to put anyone down or make anyone feel bad, I am just leaving this last part of my comment for consideration for the future.
We DO look up to Ahsoka—and she means a lot to her fangirls.
Thank you wholeheartedly Mrs. Ashley Eckstein,
Lillian Skye,
passionate fangirl
Good point, Lillian. I’ll be quite upset if the outfit is revealing. It just isn’t right…….
-Leia <3
I just want to express my 100% support for HU! Yay for fangirls worldwide and congratulations to you Ashley for taking the reins. However, at no fault of HU’s, I won’t be able to purchase something and show my support until the shipping changes. I would love to sport that fabulous hoodie around my hometown but alas I live in BC Canada and as such shipping is a crazy $56 even with the current $8 savings!!! That being said, I still think this is a fantabulous venture and I can’t wait to see it grow!
THX Ashley! I hope you know how much everyone appreciates your working on making HU a bigger company!!
IK that there aren’t that many female SW fans who like (or in my case adore) JM Kit Fisto! He’s so cool, and I’d wish you’d request the shirt designers to make one with him on it! It would be so cool! And the rest of you… request a shirt with YOUR fav Jedi… 
[...] a follow-up blog on her site, Ashley did an exceptional job of addressing concerns aired by some of the female fans, [...]
Hi Fangirls!:D
I thought you might like these verses I found—-read carefully to find a Star Wars surprise in each one:
1. Joshua 17:11
“Within… the people of Dor, ENDOR, Taanach and Megiddo, together with their surrounding settlements…”
2. 1 Samuel 28:7
‘…“There is one in ENDOR,” they said.’
3. Psalm 83:10
“who perished at ENDOR and became like refuse on the ground.”
(All caps are mine for emphasis):)
Thought you might like those!
I know this is my third post on this page, but I just saw the new picture of Ahsoka and It’s good to see her dressed more appropriately!!!
Thank you for this outfit change Lucasfilm!
She looks like a mature, Jedi knight.
I’m not sure if the top will reveal much (like with Aayla in battle–HOPEFULLY NOT), but Ahsoka DOES look nice.
Thanks again,
Lillian Skye
Ashley,
Thanks so much for the update. You’ve answered many of my concerns. Especially with that of expanded sizes. I have a huge collection of Sci-Fi themed shirts in the expanded size and usually finding them at Sci Fi Conventions and obviously in the mens style shirts. But having more Stars Wars themes and designes will be something to look forward to.
Very excited to hear about the news from Syfy.
Hope to see you at a future Star Wars Fan Days events.
Robyn
Very awesome that
Again, Ashley, your undying efforts in this new endeavor are phenomenal. I don’t think there’s one person here who doesn’t support you.
The only complaint I have was about the size extra small not being available. I simply can’t fit into any clothes nowadays unless I search around because they are made bigger; I often wonder if I shouldn’t have lived in the ’50s, as those clothes were just my size.
But I would still buy another shirt from HU as soon as I had the money. I am also spreading the word and actually hope to write a blog about this company soon.
Ashley, you are awesome. I really enjoyed meeting you at Dragon*Con and I’m so excited to buy more merch in different fandoms (but excited enough that I’m willing to be patient!).
I just read a story on chicagonow.com about a little girl who has been bullied at school because she has a Star Wars water bottle and Star Wars is “only for boys.” If that doesn’t convince people of the need for this company I don’t know what will!! Keep up the good work.
http://www.chicagonow.com/blogs/portrait_of_an_adoption/2010/11/anti-bullying-starts-in-first-grade.html
Ashley, you are so incredible for your work!
I want you to know how much I appreciate HerUniverse! It’s amazing all that has been accomplished!
I have to agree with everyone: You are a great role model. You proved girls were Star Wars fans. You gave us this webiste and clothing line. You were persistant.
We all owe you a huge THANK YOU!!!!!!!
I have to admit: I adore my Star Wars Burnout tee so much, I only wear it on rare occassions! It’s so crazy, but I love how soft it is, and I don’t want it to get ruined! LOL!!
I love the Rebel necklace! It’s sooooo cool (and shiny LOL)
Keep up the awesome work.
Fangirls are rallying behind you, Ashley, so don’t stop.
“MAY THE FORCE BE WITH YOU. . .ALWAYS”
I’m glad you posted this. It’s always nice to know why the prices are so high. I can’t afford the stuff right now, but I’m glad to know that when I do, I won’t find out the price was high due to greed and cheap goods. These shirts look fantastic, that Padme is on my hit list. I’m looking forward to when I can get it.
It is a bit of an issue the Fedex shipping only though, not just because they are high but because of that insistence someone be home to collect it. It’s all very well if your shipping to an office, but when they are shipping to a house it’s rather unreasonable. Who can take time off work for that?
Anyway, May the Force be with your quest to let the world know that fangirls exist and should not be ignored. Then we can stop raiding the boy’s section and settling for less.
It’s amazing what one article can spark when it comes to Star Wars! Ashley, I think your line rocks. Truly. I’m a tiny person (5’0 and skinny) and I’ve never been able to find anything Star Wars that really fit me. Even t-shirts made for kids never really fit right. Before your line, I honestly can say I only had one star wars baby tee and that was years old. (It still fits fine, but I’m glad to be able to switch it up a bit!) HU is a fantastic thing and never doubt that.
As far as pricing, I understand why the prices are higher than your typical dept. store. I love the fact that the shirts are soft and don’t shrink! The thing that really made me understand the quality of the shirts was seeing them in person at Chicago Comic Con. That was when I realized that not only were the designs awesome, the quality of the shirts was worth $30. I ended up with two shirts for me and one for my mom that convention.
Would I have loved for them to be cheaper, yeah, of course. But if that means sacrificing the current quality of the material? No way. I’ll gladly keep paying you $30! I recently bought the manga hoodie (during the sale) and LOVE it. I waited a lot time to pick that up because of the price, but can’t complain about the quality one bit.
On the color/design end– I didn’t know people had so many problems with purple. Is it a color we’re supposed to outgrow as we get older? Whoops. Personally, it’s my favorite color because of the magical feel it has. I love the designs and don’t see it as being too ‘girly’. The Leia/Han shirt is romantic. The Padme/Skywalker line shirt is epic. The Daddys Little Girl shirt is different and unique (while being super cute). I think there’s something for everyone design wise here!
On shipping- I got my hoodie *really* quick. You’re not the only website charging that much to ship. I prefer the quick shipping to waiting a week for my product. Plus, it sounds like you put a lot of effort into choosing the right carrier. I trust you!
The only thing that I’ve come across is that I now own a Medium Padme shirt, a Small (but still a little big) ‘I know’ shirt, and a Large hoodie that all fit well! I wish I was a universal size through the line because I never feel like I’m ordering the right size. It’s not a huge deal, because I know if something didn’t fit right, you’d help me fix it, but just thought I’d mention it.
Off topic– I really hope that one day you can work with the BBC and get some Doctor Who merch in the line. I would LOVE to show off my love for Doctor Who the way I can now with Star Wars! Also, if you ever go into the Extended Universe– I’d love to see some of the Young Jedi Knights on your shirts (You know– Jaina, Tenal Ka, Jacen, and the rest!)
All in all, I think you are doing great for being open for as short a time as you have! As you go to conventions and people start seeing these shirts in person, they’ll see the quality you put into HU.
Keep it up (and i can’t wait for more jewelry– my mom needs another Xmas gift!),
Another Ashley
PS– NKOTB and BSB should be a GREAT concert!!!
Oh dear, my apologies for the length of my comment!!!
THANK YOU SO MUCH ASHELY!!!!!!!!!!! I LOVE my Star Wars Burnout!!! I’ve gotten comments on it! When I showed my dad my shirt and made him fell how soft it was and how good quality of a shirt it was, he was SO impressed! I had the most huge grin on my face! I was so happy that I didn’t pay that money for a flimsy shirt! I got THE MOST COMFORTABLE SHIRT IN THE WORLD!
I LOVE comfortable clothes! I’m a HUGE fan of them! I love dramatic designs, or designs that just shout Star Wars (like my Star Wars burnout). Flowly stuff is just not me. But that’s me.
Again, I LOVE lightsabers, and I LOVE Ahsoka’s cause it’s green, my favorite color of lightsabers! (it’s Luke’s color too… hehe….)
Anyways, thanks over and over again! It really does mean a lot!
~Luke Skywalker
Thank you so much Ashley! You are doing a wonderful job! I love all the HU merchandise! And its great that you did all of this for us girls and I know we can prove that there are enough girls that will buy SW gear! I really appreciate what you have done Ashley! The force is definatly strong in you! Thank you so much Ashley! ~Rex’sgirl
On Disney merchandise being marketed to girls… Have you noticed how many of the female Disney characters’ clothing is really skimpy. Many of the modern Disney characters have unnaturally tiny waists compared to very large chests, and have clothing that reveal a lot of cleavage – not something that I want my 8 year old to emulate. Many of the characters seem to have a lot of make-up also. This is on merchandise marketed to 3-10 year old girls. So I wouldn’t say that Disney having a lot of merchandise for girls is a positive thing.
DEFINITLY some Extended Universe things. I am reading the searied Legacy of the Jedi, and I would love to see some Vestara Kai things! She is a girl Sith! She is REALY cool!
HI Ashley, I love how your doing HU it’s so nice, I LOVE my Padm`e shirt, I got the XXL, it’s still a little snug but it fits me better then the XL I’m a big figured girl, I’m hoping for there to be a Plus size, but I understand that it takes a lot of effort, so I’m going to be patient and wait, Great Job, and I really hope you plan on having a Jappor Snippet soon, but I know you can’t be rushed, I apprechiate everything your doing for us Female fans.
About a year ago a customer asked if you would look into a USPS option for US customers and you left a comment that it would be looked into. Was this ever done? Some of your hoodies are really cute and I understand that prices for merchandise are higher when you have to order in smaller lots but to be honest I cannot justify spending $50 for a hoodie and $30 to ship it FedEx and I’m probably not the only fan who thinks so. I honestly think that adding a USPS option would help sway people to purchase who haven’t already and allow others to purchase more. In turn you would be able to move more products which could lead to being able to buy larger lots at a lower price. Wouldn’t everyone win in that scenario?
You’re the best Ashley, you’re T-shirts are way better to wear anywhere, except I can’t wear them to my school, we can’t have images and/or words on our shirts, not even “I Believe in Jesus” shirt even though it’s a christian based school, but luckily I wear a jacket over my shirts so no teachers could tell.