Located in Manhattan, this groundbreaking store showcases an array of clothing, shoes, accessories, and home goods. While society has made progress in recognizing gender nonconformity, there is still much work to be done. One initiative that aims to bridge this gap is introducing the world’s first gender-neutral clothing store, which exceeds all expectations.
The Phluid Project encompasses a 3,000 square foot retail and experiential space designed for gender-fluid and nonconforming individuals. As stated on their website, their mission is to “[create] a space for self-expression and creative sharing where strangers, allies, and friends can unapologetically be themselves.” The inaugural location opened this month in Noho, featuring a diverse selection of apparel, accessories, and shoes that cater to everyone. They proudly proclaim to be “the first gender-free store in the world,” and from the images, it appears to be a paradise for all shoppers.
The Phluid Project offers its own label, which represents approximately half of the store’s inventory. The remaining products include popular brands such as Kinfolk, Champion, Gypsy Sport, Context, and Le Spec. However, shopping here is about more than just purchasing items. Jacob Smith shared with Racked, “I feel like I need my emotional support friends when I go shopping. It takes enough courage to try on a dress that might be a bit too small, and I don’t want to deal with the added pressure of gender expectations while navigating self-esteem issues.”
Additionally, most items are priced under $300, ensuring that there are options for every budget. With major retailers like Walmart and Target moving away from traditional gender norms, the emergence of a store dedicated entirely to “people” was inevitable. Everyone deserves to feel at ease living, being, and shopping without labels that confine their identity.
Store founder Alex White articulated the concept behind Phluid, emphasizing a commitment to challenging societal norms around clothing. He explained, “Phluid signifies fluidity, as nothing is constant and we should always be pushing our boundaries. PH represents balance, fostering peace, love, and acceptance of ourselves and others. The ‘Project’ aspect highlights that this is a collaborative journey, one that I am excited to learn from as we go along.”
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In summary, The Phluid Project is a pioneering venture that not only offers gender-neutral clothing but also fosters a community that encourages self-expression and acceptance. It represents a significant step towards inclusivity in the fashion industry, allowing individuals to shop without the constraints of traditional gender labels.