A summarized version of the full post on Jennifer Sey’s Substack, Sey Everything. Subscribe there for the complete story and deeper context.
How the Idea Started
After speaking out during COVID, Jennifer Sey found herself pushed out of corporate America. Instead of apologizing for advocating for open schools, she built something new: a brand rooted in truth, fairness, and integrity.
She wanted to create a premium athletic brand that pushed back on the hypocrisy in “woke” corporate culture while standing for something real—women, fairness, and biological truth.
Why the Name XX-XY Athletics
Jennifer teamed up with Creative Director Brett Craig to build a brand grounded in two things she knows well:
athletics and telling the truth loudly, even when it’s controversial.
They played with “XX,” but it wasn’t trademarkable—and Jennifer didn’t want to exclude men from the story or the business.
The final name, XX-XY Athletics, is:
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A simple, factual statement about biological sex
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Inclusive of men who support truth
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Broad enough to grow beyond the women’s-sports conversation
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Ownable and trademarkable
The mission started with protecting fair competition for women—but the brand is bigger than that. It’s athletic apparel rooted in biological reality, empowerment, and culture-shaping honesty.
Designing a Logo That Means Something
The logo had to be: bold, honest, unmistakable, readable big and small, and versatile across apparel.
Why green?
It’s distinctive in the market and ties back to nature—because nothing is more natural than biological sex.
Why the dash?
Because XXX would read as adult content…and also fail to distinguish the chromosomes.
The result:
A bold, recognizable mark that advocates, athletes, and everyday supporters now wear proudly—from rallies to the US Open.
Here are a few versions of the logo:
The Product & What the Logo Represents
When the green-on-black tee was created, everyone knew immediately: this is the brand.
Today, the logo has become a symbol for people willing to stand up for biological reality and the protection of women’s sports. It’s shown up at school board meetings, championships, and soon—at the Supreme Court.
Not into big logos? No problem. Plenty of pieces feature minimal or no logo at all. But data doesn’t lie: bold logo items outsell minimal ones about 3:1.
Explore XX-XY Logo Gear
Read the Full Story
This is a high-level summary. To get Jennifer’s full backstory, examples, receipts, and the deeper meaning behind XX-XY Athletics, read the full article on her Substack: Sey Everything.
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