This clothing line is gender-neutral — creating a unisex shopping experience. It’s called the Phluid Project and its goal is to shake up the retail industry.
As stated on their website, “The Phluid Project exists to empower individuals to be themselves. To express themselves openly, without judgement or fear - only freedom. We aspire to challenge ideas of the past, so that we can clear the path for a bright, beautiful future - together.”
The company was created by Rob Smith, a former executive at Victoria’s Secret, Levi’s and Macy’s.
“We not only encourage people to shop without binary boundaries, but also build connection throughout our community space, sharing ideas and spreading knowledge through guest speakers and educational lectures,” he stated.
The Phluid Project is redefining gender labels and creating a safe space for shoppers that’s part community and part retail. They already have a brick and mortar store in New York City, complete with genderless mannequins, and are gearing their wares towards 15 to 25-year-olds.
Gender identity plays into fashion a lot, and generally has clearly defined parameters on what men and women can wear. But companies like Phluid Project are challenging those rules, thus expanding the possibilities of fashion.