Symbols Idiots Laura Clery

Boibs: From Insult to Empowering Clothing Line in Idiots

What Is Boibs?

Boibs is a deliberate misspelling of the word “boobs” that appears in Laura Clery’s memoir Idiots as both an insult and a brand. A stranger sent Laura a direct message shaming her for breastfeeding in public, repeatedly writing “boibs” instead of “boobs.” Laura responded publicly, turned the exchange into a viral moment, and later adopted “Boibs” as the name of her family clothing line. The term thus functions as a concrete symbol of reclaiming public shame and normalizing breastfeeding.

Throughout the book, Boibs appears in two forms: first as the troll’s original text, and then as a commercial brand described in Chapter 3 and Chapter 7. The word itself is nonsense—Laura compares it to “Goop or Yeezy”—but its origin story gives it weight. By transforming a degrading comment into a business, Laura demonstrates how a woman can take control of a narrative meant to silence her.

The Origin Story

The creation of Boibs unfolds in Chapter 3, “The Accidental Lactivist.” While having lunch with her husband Stephen at a Los Angeles café, Laura breastfed her six‑month‑old son Alfie. Stephen posted a sweet photo. In response, a stranger sent a DM that read:

“U have no self-respect for yourself feeding that child like that. No dignity towards urself. U should be shamed of urself. Hes too big for ur boibs. Feed your husband ur boibs.”

The misspelling of “boobs” as “boibs” struck Laura and Stephen as both appalling and hilarious. Laura posted a screenshot with a defiant reply, and the thread went viral. Thousands of women shared similar stories of being shamed for breastfeeding, leading Laura to see the issue as deeply important. She calls herself an “accidental lactivist” because she never intended to become a breastfeeding advocate, but the backlash pushed her into the role.

Later, while visiting her sister Colleen’s rustic Oregon farm, Stephen woke Laura with the idea: “We’ll call it… BOIBS!” Initially Laura thought it was the worst idea she’d ever heard, but over the course of the day (and after waiting hours for coffee made with a manual grinder), the name grew on her. She loved that it was a nonsense word with a meaningful origin story: “A clothing brand inspired by the spelling error of a troll?!” The brand was born.

Transformation of Meaning

Boibs undergoes a clear three‑stage transformation in the book:

  1. Insult – The troll uses “boibs” to belittle and shame Laura for breastfeeding. The misspelling makes the message feel both ignorant and mocking.

  2. Viral retort – Laura repurposes the word by posting the DM publicly. She turns the insult back on the sender, using humor and indignation to expose the absurdity of breastfeeding shaming.

  3. Commercial brand – Stephen’s suggestion names a clothing line after the misspelling. Boibs becomes a symbol of resilience, humor, and community for “the perfectly imperfect person who doesn’t try to act like they have their shit together.”

By the end of the book, Boibs represents not just a brand but an attitude. Laura writes that she could have “been the bigger person and ignored the hate comment,” but instead she chose to “blast their comment to millions and create a clothing line out of their spelling error.” The meaning shifts from shame to empowerment, from a private attack to a public movement.

Character Connections

  • Laura Clery – The central figure who receives the insult, goes viral, and builds the brand. Her personal history of body shame (she once stuffed toilet paper in her bra) makes the transformation particularly meaningful. She evolves from a self‑conscious girl into an accidental lactivist.

  • Stephen – Laura’s husband who suggests the name Boibs during the Oregon trip. His support and humor are crucial; he sees the potential in the word when Laura initially dismisses it. Stephen also posts the original breastfeeding photo, triggering the hate comment.

  • Alfie – Laura’s son, the baby being nursed in the café photo. Later, Alfie’s weaning story (Chapter 3) connects to Boibs: Laura uses gentle reasoning to explain that his sister needs the milk, showing how breastfeeding is a practical, loving act.

  • Colleen – Laura’s sister, whose farm provides the setting where the brand name is conceived. Colleen’s low‑tech lifestyle and calm parenting advice contrast with Laura’s chaos, yet her method of talking to Alfie eventually works.

  • The anonymous troll – The woman who sent the DM never appears again, but her misspelled word becomes the seed of the brand. She functions as an antagonist whose action inadvertently creates a positive outcome.

  • Anne – Though not directly involved with Boibs, Anne (Laura’s 98‑year‑old neighbor) appears elsewhere as a wisdom figure. Her advice to “keep going” and to accept people as they are resonates with the message of resilience that Boibs represents.

Theme Connections

Boibs ties directly into several major themes of Idiots:

  • Motherhood and Postpartum – The brand grows out of Laura’s choice to breastfeed in public. Chapter 7 mentions that mom‑shaming over breastfeeding inspired both Boibs and her Pjs All Day line. The brand becomes a way to fight the isolation and judgment many new mothers face. (See the motherhood and postpartum theme page.)

  • Addiction and Recovery – Laura’s history of addiction gives her an unusual perspective: she compares the oxytocin release from breastfeeding to a drug high. The Boibs story also parallels her approach to recovery—taking something harmful and reshaping it into a source of strength. (See the addiction and recovery theme page.)

  • Neurodiversity and Acceptance – Though Boibs is not directly about neurodiversity, Laura’s later discussions of her ADHD diagnosis and Alfie’s autism share the same spirit of turning perceived flaws into strengths. The brand’s tagline—“for the perfectly imperfect person”—echoes the acceptance found in the neurodiversity theme. (See the neurodiversity and acceptance theme page.)

  • Sexual Trauma and #MeToo – The chapter “Me Too, Though” details Laura’s experiences with sexual assault. Boibs represents a method of reclaiming power after being shamed, similar to how Laura uses dark humor to confront trauma. (See the sexual trauma and metoo theme page.)

  • Work‑Life Balance and Creative Authenticity – Laura balances breastfeeding, parenting, her comedy career, and a new clothing line. Boibs is a concrete example of turning personal experience into creative work. (See the work‑life balance and creative authenticity theme page.)

Study Questions and Answers

1. How does the meaning of Boibs change from the beginning of Chapter 3 to the end of the book?

At first, Boibs is a degrading misspelling used by a troll to shame Laura for breastfeeding. Laura reposts the DM and turns it into a viral joke, redefining the word as a badge of defiance. Later, Stephen suggests naming a clothing line after it, and Boibs becomes a commercial brand that celebrates imperfect families and normalizes breastfeeding. By the end, the word has been completely reclaimed—from insult to identity.

2. What role does Stephen play in the creation of the Boibs brand?

Stephen is essential. He posts the original breastfeeding photo that attracts the hate comment. More importantly, he is the one who proposes the name “Boibs” while the couple is visiting Colleen’s farm. Laura initially rejects the idea, but Stephen persists, asking, “Is it the worst idea… OR IS IT THE BEST?” After she has time to think, Laura agrees. Stephen’s creative risk‑taking complements Laura’s instinct to turn humiliation into humor.

3. How does the weaning story mirror the Boibs philosophy?

After months of struggling to wean toddler Alfie, Laura tries a gentle explanation: “Your sister needs all this milk to get the nutrients so she can grow.” Alfie immediately stops nursing. This moment shows that breastfeeding is a cooperative, communicative act, not something to be hidden or shamed. The Boibs brand similarly advocates for openness and respect—letting mothers feed their children wherever and however they choose, without judgment.

4. What does Laura’s decision to monetize the insult reveal about her character and her message?

Laura could have ignored the hate comment, but she chose to amplify it and profit from it. This reveals her willingness to defy expectations and her belief that humor and vulnerability can disarm critics. Her message is that women do not have to be silent or polite when shamed. By building a business around a troll’s error, she demonstrates that perceived weaknesses can become sources of empowerment and community. The Boibs line is designed for people who are “perfectly imperfect”—a direct counter to the sanitized portrayals of motherhood that Laura rejects.