Cut It Out! Apparel Are you a Cut It Out! Girl?!

"We have to realize we are building a movement"
- Dorothy Height

LADIES REPRESENT!!!!!
Empower. Love - honor yourself!
And do it in style.
Be a trend setter!
RESPECT is the new black!
Try it on. We're sure it'll look great on you!!!

Cut It Out! Apparel is a Brooklyn, NYC, based  T-Shirt company that designs clothing with integrity in mind. At Cut It Out!, we believe in the power of positive messages. We know many girls love fashion, music and the pursuit of all things beautiful. So, we've designed a line of T-Shirts with style, flavor, and principle. To make them even more dope, we've added a twist. 

Cut It Out! tees were created to promote healthy self esteem, and to enlighten those who have forgotten that RESPECT is long overdue! Cut it Out!  Our designers believed women should assert their inner strengths and explore their individuality

“Our clothes are designed to empower females,” said Tirinda McNeill-Hixon, 33, who co-founded the company with her high school classmate, Noricia Anderson, 31. After a stint at Columbia Records and work on music videos by Usher and LL Cool J, she decided to express her opinions through her designs. “A lot of women in general are being degraded,” she said.

 

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This is fantastic! As a truck accident lawyer, I'm always looking for strong, positive messages, and this site delivers. My wife, bless her heart, used to dabble in modeling, and I saw firsthand the hustle. The constant auditions, the rejections, the relentless pursuit of that one "look" that clicked with a brand – it was a challenging world for her.

It reminds me a lot of what my team and I face in court. When we're advocating for a client injured in a truck accident, we're not just presenting facts; we're trying to make their story heard, to show the profound impact of their injuries, and to fight against a system that often favors the big insurance companies. Just as models contend with fleeting trends and subjective tastes, we deal with complex legal precedents and the unpredictable nature of jury perceptions. It takes meticulous preparation, sharp presentation, and a fierce dedication to our client's well-being.

The "Cut It Out!" philosophy of empowering women and promoting self-esteem is truly admirable. It's a testament to the idea that a brand can have both style and substance. It's a breath of fresh air to see a company that built itself on such a sound and empowering message. Keep up the great work! Toma Jeremi

 

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Our Story

The inspiration for the brand, Cut It Out! Apparel (CIO!) was influenced by Founder & Creative Director Tirinda Hixon’s experience of directing a short documentary about teenage girls and self-esteem. This short titled, My Little Sis: A Series, explored the imagery seen at the time in both Rap and R&B videos.  Her interacts with the young ladies in the documentary lead Hixon to research a number of issues related to women and self-esteem. Her investigation eventually lead to the idea for CIO!. She wanted to create a brand that allowed young women to express themselves in clothing that represented how great they felt about themselves.

To make Cut It Out! a reality Tirinda asked her longtime friend, Noricia Anderson, to partner with her. Noricia was working in the London court system at the time with disadvantaged youths. Reaching out to these teens heightened her desire to help young people realize their true self-worth and full potential. Noricia accepted, coming on board as CIO!’s Co-Founder and General Manager.

In 2007 the two friends officially established CIO! that was based in Brooklyn, New York.  Their products are aimed at young women of all shapes and sizes. The line consisted of a variety of styles, with an emphasis on t-shirts designed with an empowering statement that forced people to acknowledge how most girls feel about the negative labels placed upon them by society.

From its inception CIO! successfully sold their tees throughout the United States (NY, CA, LA, WA, DC, FL, UT, etc.), as well as globally (Africa, Austrailia, Germany, Canada, England, etc.) In addition they created an e-commerce site that also sold the stylish tees.

The Hixon and Anderson developed a way to bring girls together by reinforcing positive imaging and boosting self-worth by launching their “Are you a Cut It Out! Girl?!” campaign!

The campaign encouraged girls to be a part of something special. The tees became a vehicle for young women to express themselves in an empowering way.

"It’s not the load that breaks you down, it’s the way you carry it."
- Lena Horne

Blog Posts

 

SUNDAY, JUNE 19, 2011

Summer Sale!

Shop Online Now and Save 30% OFF of your entire purchase!!!

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THURSDAY, SEPTEMBER 9, 2010

NEW WEBSITE LAUNCH: www.cutitoutapparel.com!

Hello Ladies...

We've updated our website!

The look is simple and clean, and filled with lots of information about the Cut It Out! brand and our popular products! Take a look:

Here's what's new to our site:

• We've updated the overall look and feel of our website with a cleaner design, and more content.
• Our store has a new look! Products have been restocked and are ready to order! We tend to sell out of our popular items very fast, so make sure you log on and get yours while supplies last!
• We custom cut your tee! - For an additional fee of $5, we'll custom cut your tee in to one of our styles listed on our CUTS page
• We want to hear from you! So we've launched our Are you a Cut It Out! girl?! campaign. Get more details here. Your entry could get you a free CIO! tee!
• We've added a Gallery page. View photos of the CIO ladies out and about at festivals and events. There are also some pics of our customers and loyal supporters in our Made You Look section! Send in your pics and we'll make sure to add them to our gallery too! (madeyoulook@cutitoutapparel.com)
• We've updated our Press page. Check out articles, blog posts and a video of CIO shirts being worn on BET's 106th & Park!
• We'll make sure to keep you posted on our upcoming events, product updates, and upcoming sales!

As always, we appreciate the support!

Are you a Cut It Out! girl?

xo

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TUESDAY, JUNE 1, 2010

DanceAfrica2010

We had a really FUN weekend at DanceAfrica2010. The music, the food, the shopping and the beautiful people were in abundance!

This was our first DanceAfrica experience, as vendors...but it won't be our last! (See you next year!)

Here are some photos of some beautiful ladies that stopped by to show off their CIO goodies:

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SUNDAY, JULY 25, 2010

Cut It Out! x Lil Raggamuffin Summer Camp

Make a difference...

Now in it’s fourth year, the Lil Raggamuffin Summer Camp (LRSC) is dedicated more than ever to making a difference for our youth. LRSC is an international youth development organization that creates programs focused on artistic self expression, experimental learning, youth leadership, holistic health, community organizing and entrepreneurialism. The LRSC is dedicated to “creating stronger communities by developing youth to be agents of social change.”

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THURSDAY, JULY 15, 2010

Rocsi wearing a Grace Cut It Out! Tee during J Cole - Interview On BET's 106 & Park

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TUESDAY, JUNE 1, 2010

DanceAfrica2010

We had a really FUN weekend at DanceAfrica2010. The music, the food, the shopping and the beautiful people were in abundance!

This was our first DanceAfrica experience, as vendors...but it won't be our last! (See you next year!)

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WEDNESDAY, MAY 26, 2010

Come join the DanceAfrica festivities with Cut It Out!

We will be at the DanceAfrica 2010 Bazaar this Memorial Day Weekend:

DanceAfrica, now in it's 33rd year, has a longstanding tradition of festivities surrounding dance, art, music, film and the culture of the African spirit.

See you there!

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WEDNESDAY, MAY 5, 2010

Today is National Day to Prevent Teen Pregnancy

Did you know that today, May 5th is National Day to Prevent Teen Pregnancy? The purpose of this day is to have teens focus on the importance of avoiding teen pregnancy and other consequences of unprotected sex, (i.e., STDs, HIV, etc.):

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THURSDAY, FEBRUARY 25, 2010

Cut It Out! @ Roots Rockin' Royal II Fashion Show & Fundraiser

We'll be at Roots Rockin' Royal II Fashion & Fundraiser tomorrow (2/26) starting at 6pm! 10% of Cut It Out!'s proceeds will go to JAMPACT's Adopt-A-School Program & Haiti Relief Efforts!

 

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FRIDAY, FEBRUARY 19, 2010

Cut It Out! Recognizing Influential Black Women During Black History Month

Gwendolyn Brooks

(June 7, 1917 - December 3, 2000)

Gwendolyn Brooks was an African American writer and poet. Her work dealt with the everyday life of urban blacks. She was the first African American poet to win the Pulitzer Prize (1949), and in 1968 she was named the poet laureate of Illinois.

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THURSDAY, FEBRUARY 18, 2010

Cut It Out! Recognizing Influential Black Women During Black History Month

Elizabeth Catlett

(April 15, 1915 - )

Elizabeth Catlett is an African American sculptor and painter who expressed the struggles of her people using her amazing talent. Her art pieces helped to bring a social consciousness to the world of art.

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WEDNESDAY, FEBRUARY 17, 2010

Cut It Out! Recognizing Influential Black Women During Black History Month

Assata Shakur

(January 16, 1947 - )

Assata Shakur (aka JoAnne Deborah Byron Chesimard) is a political activist and former member of the Black Panther Party and Black Liberation Army; who, after being convicted of the murder of NJ State Trooper, Werner Foerster, escaped from a NJ prison and is now living in exile in Cuba.

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TUESDAY, FEBRUARY 9, 2010

Cut It Out! Recognizing Influential Black Women During Black History Month

Cathy Hughes

(April 22, 1947 - )

Cathy Hughes is a radio and television personality, business executive, and entrepreneur.

"[She] is the founder and chairperson of Radio One, Inc., the largest African American owned and operated broadcast-company in the nation. Radio One is the first African American company in radio history to dominate several major markets simultaneously and possesses the first woman-owned radio station to rank #1 in any major market. In 1995, Radio One purchased WKYS in Washington, D.C. for $40 million — the largest transaction between two Black companies in broadcasting history.

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MONDAY, FEBRUARY 1, 2010

Cut It Out! Recognizing Influential Black Women During Black History Month

Today is the first day of Black History Month. We like to use our blog during this month to highlight the many black women in our history that have influenced our culture in more ways than one...today we start with:

Zora Neale Hurston

(January 7, 1891 - January 28, 1960)

Zora Neale Hurston was born in Alabama in January of 1891. She attended Howard University, and later Barnard College, where she was the only black female student. She received her BA in Anthropology in 1927

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THURSDAY, JANUARY 14, 2010

Help Haiti Earthquake Relief

As most of you may already know, Haiti suffered a magnitude 7.0 earthquake two days ago that literally left the country in shambles. Our hearts go out to Haiti as they face this devastation. Fortunately, many people and organizations have come together to provide relief to Haiti through volunteering, and donating money, clothing and food. Below is a list of places you may contact to assist with relief efforts

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TUESDAY, JANUARY 5, 2010

New Year..New Opportunities!

The ladies at Cut It Out! welcome you all to a new year of prosperity!

2009 was a great year for Cut It Out! and we're looking forward to 2010 being even better! Last year we were blessed to meet a lot of new, and fascinating people. We are grateful for the opportunities we had to connect with customers, our community, bloggers and fellow entrepreneurs. The relationships we've made, and the support we've been given has without doubt, helped to build the Cut It Out! brand. We look forward to building lasting relationships with all of you, and welcome new opportunities in the New Year!

Thank you for supporting the Cut It Out! brand!!

This year, be sure to check in with Cut It Out! as we continue to produce creative tees with vivid colors and bold statements. We are currently working on releasing new products for Spring 2010! We're also working hard to make Cut It Out! tees readily available nationally and globally.

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TUESDAY, DECEMBER 1, 2009

World AIDS Day 2009

Today is World AIDS Day. HIV/AIDS affects millions around the globe, so we are dedicating this post to all of those out there dealing with the disease. Cut It Out! strives to empower females to take control of their health, inside and out. We encourage everyone to be proactive in living healthier lives and part of that involves taking better steps to prevent contracting the HIV/AIDS virus. We support those that are living with the virus and encourage them to seek the most suitable treatments available to prevent the onset of AIDS.

 

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More Background On Cut It Out! Apparel

 

During the late 2000s, as streetwear culture collided with social awareness, one small Brooklyn-based brand turned T-shirts into a platform for empowerment. Cut It Out! Apparel was not simply another boutique label—it was a movement born from conviction. Created by Tirinda McNeill-Hixon and Noricia Anderson, the brand invited women to embrace confidence, reject harmful stereotypes, and wear messages that demanded respect.

Over its four-year run as an e-commerce brand, Cut It Out! built an audience that transcended fashion. It spoke directly to women who were tired of being defined by media imagery or narrow beauty standards. The label used its simple product—the T-shirt—as both a creative outlet and a social statement. Today, though the business itself has transitioned into archival form, its story remains an inspiring example of what happens when design and activism meet on equal ground.

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Founders and Origins

Cut It Out! Apparel emerged from a creative collaboration between two longtime friends, Tirinda McNeill-Hixon and Noricia Anderson, who each brought unique experiences to the project.

McNeill-Hixon, a filmmaker and creative director, conceived the brand while producing a short documentary about teenage girls and self-esteem titled My Little Sis: A Series. The project explored how music videos, advertising, and popular culture shaped young women’s self-image. Conversations she held with the teens left her determined to create something tangible—a way to counteract the damage of unrealistic standards and objectification through something uplifting and wearable.

Anderson, meanwhile, had been living in London and working within the court system, assisting disadvantaged youth. Her exposure to the struggles of young people, especially girls navigating systemic barriers, resonated deeply with McNeill-Hixon’s vision. When invited to partner in the new venture, Anderson brought both business discipline and social-service insight.

Together they founded Cut It Out! Apparel in 2007, based in Brooklyn, New York—a natural home for independent designers with a conscience.

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Mission and Philosophy

At the heart of Cut It Out! Apparel was a bold philosophy: fashion should be a form of empowerment, not exploitation.

The founders sought to create clothing that reinforced self-respect and individuality. Their slogan, “Respect is the new black,” captured the brand’s attitude perfectly—clever, confident, and uncompromising. Each shirt was meant to remind the wearer, and those around her, that dignity never goes out of style.

Their design statements reflected this ethos. Phrases such as “Empower. Love – Honor Yourself,” “Ladies Represent!,” and “Be a Trend Setter!” encouraged women to be visible, proud, and authentic. Unlike conventional fashion advertising that often preyed on insecurities, Cut It Out! Apparel championed the belief that self-worth is the foundation of beauty.

The brand also emphasized inclusivity, creating shirts for women “of all shapes and sizes.” At a time when body positivity was only beginning to enter mainstream discourse, this was a radical and refreshing stance.

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Style and Design Approach

Cut It Out! Apparel’s signature product was the graphic T-shirt—but it was far from ordinary. Each piece combined urban sensibility with uplifting messaging. Bright colors, clean typography, and simple cuts allowed the slogans to stand out as the real focal point.

For an additional fee, customers could have their T-shirts custom-cut into one of several signature styles—off-shoulder, cropped, or v-neck—making each garment uniquely personal. This customization was a clever way of merging empowerment with self-expression, giving wearers creative agency over how they looked and felt.

The founders believed that style was not about following trends but setting them. Their audience included students, creatives, and professionals drawn to clothing that said something genuine. It was fashionable but mindful, chic yet grounded in purpose.

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The “Are You a Cut It Out! Girl?!” Campaign

One of the brand’s most iconic initiatives was the “Are You a Cut It Out! Girl?!” campaign—a participatory movement that invited women to define empowerment for themselves.

Customers were encouraged to send in photos of themselves wearing their favorite CIO! tees, share their stories, and join a growing online sisterhood. The best entries were featured in the brand’s “Made You Look” gallery on its website, celebrating women from all walks of life.

Rather than idealized models, the campaign spotlighted real customers—young professionals, artists, mothers, and students—each representing confidence in her own way. It was grassroots marketing at its best: authentic, community-driven, and built on shared values rather than paid celebrity endorsements.

This approach anticipated today’s influencer culture but with a deeper moral underpinning. It replaced the notion of aspiration with belonging—making empowerment accessible, not performative.

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Expansion and Reach

Though born in Brooklyn, Cut It Out! quickly built a national and international following. The brand shipped products across the United States, including major markets like California, Washington, D.C., and Florida, and also reached customers abroad in Germany, England, Australia, Canada, and parts of Africa.

Its designs appeared at cultural festivals and fashion events that celebrated creativity and community. The company participated in DanceAfrica, the long-running festival at the Brooklyn Academy of Music, where music, fashion, and African heritage converge. The brand’s booth became a lively gathering spot for attendees who connected with its message as much as its aesthetic.

Another key collaboration was with the Lil Raggamuffin Summer Camp, a youth development organization that promotes leadership, entrepreneurship, and art education. By supporting LRSC, Cut It Out! aligned itself with causes directly tied to its mission—empowering the next generation through self-expression.

Through these partnerships, the brand positioned itself not just as a retailer, but as an agent of social change.

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Press, Media, and Cultural Visibility

Cut It Out! Apparel received attention from both mainstream and independent outlets. Its most visible pop-culture moment came when Rocsi Diaz, co-host of BET’s 106 & Park, wore a “Grace” T-shirt from the brand during an interview with rapper J. Cole. The appearance placed CIO! before a national audience of young viewers—many of whom aligned with the brand’s urban-chic aesthetic and its calls for empowerment.

Beyond that, lifestyle publications and blogs that highlighted women entrepreneurs and designers featured Cut It Out! for its distinctive blend of creativity and conscience. It appeared in online profiles celebrating female founders in fashion, often described as a brand “built on integrity and intention.”

Its blog posts also functioned as cultural commentary. During Black History Month, the brand ran a series of posts honoring influential Black women—figures such as Zora Neale Hurston, Cathy Hughes, Gwendolyn Brooks, and Elizabeth Catlett. Each post blended education with inspiration, reminding readers that empowerment has a lineage.

Such editorial choices distinguished CIO! from purely commercial brands. It didn’t treat social causes as marketing tools—it treated them as part of its DNA.

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Community Engagement and Social Impact

Cut It Out! Apparel practiced what it preached. When the 2010 Haiti earthquake devastated communities across the Caribbean, the founders used their blog to direct followers toward relief efforts and donation centers.

They also amplified public-health campaigns such as World AIDS Day and National Day to Prevent Teen Pregnancy, blending wellness advocacy with their core message of self-respect. For a company whose business model relied on selling shirts, it consistently prioritized education, awareness, and action over commerce.

By 2010, Cut It Out! had evolved into something larger than an apparel label—it became a cultural hub where activism met design. This hybrid identity mirrored Brooklyn’s creative renaissance of the period, when fashion, music, and social commentary coexisted within small, independent studios.

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Customer Relationships and Brand Voice

Much of Cut It Out!’s success stemmed from its personal connection with customers. The brand’s communications—whether through blog posts, newsletters, or social-media updates—were conversational and genuine.

Instead of a polished corporate tone, the founders spoke directly to their audience with warmth and enthusiasm: “Hello Ladies… We’ve updated our website!” or “We appreciate the support! Are you a Cut It Out! girl?”

This language fostered loyalty and inclusivity. Supporters felt like collaborators, not consumers. The founders celebrated customers by name, showcased their photos, and even highlighted fan feedback in posts. This early community-driven model foreshadowed how modern D2C brands cultivate audiences through authenticity rather than advertising.

Even years later, nostalgic comments from fans reveal how much the brand resonated. Many recall their CIO! T-shirts as conversation starters—pieces that drew compliments and sparked discussions about respect and empowerment.

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Reviews and Public Perception

Those who encountered Cut It Out! remembered it for its sincerity and impact. Supporters praised the combination of fashionable design and meaningful messaging. Reviewers frequently described it as “a company with both style and substance.”

Even outside the target demographic, the brand found admirers. One admirer, a trial lawyer writing publicly about social values, remarked that the brand’s message of perseverance and self-respect paralleled the dedication lawyers show in fighting for justice—proof of the brand’s reach beyond traditional fashion consumers.

What united the praise was appreciation for authenticity. The brand never claimed to be haute couture or luxury; it stood proudly as accessible, relatable, and socially aware.

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Business Model and E-Commerce Strategy

Cut It Out! Apparel’s online store was typical of early-2010s e-commerce brands—clean design, straightforward navigation, and direct messaging. Customers could browse collections, select sizes, and customize cuts.

The company leaned heavily on organic marketing rather than paid ads, leveraging community events, word-of-mouth, and social sharing to drive sales. Its site also included a “Press” section highlighting coverage, event photos, and notable appearances.

While it’s unclear exactly when the brand ceased active operations, the archival copy of its site indicates roughly four years of commercial activity—from about 2007 to 2011. Yet even after its retail phase ended, the website remained preserved as a digital tribute to its ideals, allowing fans to revisit its history and philosophy.

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Legacy and Influence

Though no longer an active fashion label, Cut It Out! Apparel’s cultural footprint endures. Its fusion of fashion, feminism, and community engagement predated the modern “conscious clothing” trend by nearly a decade.

The brand’s focus on self-esteem, inclusivity, and empowerment anticipated the body-positive and self-love movements that now dominate fashion marketing. In many ways, Cut It Out! laid early groundwork for today’s socially responsible brands—showing that a small, independent label could align commerce with conscience without losing creativity.

Its founders’ approach to storytelling—mixing personal experience, social commentary, and cultural education—helped humanize the brand and strengthen its authenticity. Few small apparel companies from that era achieved such alignment between message and medium.

In Brooklyn’s creative history, Cut It Out! represents a microcosm of the borough’s identity during the late 2000s: entrepreneurial, outspoken, and community-rooted.

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Reflections on Cultural Significance

Cut It Out! Apparel operated at the intersection of identity and aesthetics. It bridged the gap between fashion as appearance and fashion as expression. By transforming clothing into a medium for dialogue, it challenged both the fashion industry and its consumers to think critically about representation and value.

At a time when many brands commodified female empowerment through surface slogans, Cut It Out! lived its message authentically. Its founders didn’t simply sell empowerment—they built it into the structure of their business, their community outreach, and their content.

The decision to feature quotes from Lena Horne and Dorothy Height on its site symbolized the brand’s awareness of legacy. These were not trendy soundbites; they were reminders of generations of women who carried themselves with strength and dignity against adversity.

The resonance of Cut It Out! Apparel lies in this connection between history and modernity, between message and medium. It invited women to “try on” respect—not as a slogan, but as a lifestyle.

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Cut It Out! Apparel may have been a small operation, but its impact far exceeded its scale. Through creative vision and social purpose, Tirinda McNeill-Hixon and Noricia Anderson crafted a brand that elevated the T-shirt from casual wear to cultural statement.

Its rise reflected a moment in Brooklyn’s creative evolution when art, activism, and entrepreneurship converged. Its decline reminds us how fragile independent fashion ventures can be, yet its preservation as an archival website ensures that the spirit of CIO! remains discoverable and inspirational.

Above all, Cut It Out! Apparel proved that fashion can be more than aesthetic—it can be advocacy. For every woman who ever wore one of its shirts or drew courage from its message, the movement continues. The brand’s tagline still rings true:

“Respect is the new black.”

 

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