In recent years, society has made significant progress in recognizing and embracing gender nonconformity, but there’s still a long way to go. One pioneering organization is taking a bold step forward by launching the first-ever gender-neutral clothing store, and it’s everything you could hope for and more.
Nestled in Manhattan, this expansive 3,000-square-foot space serves as both a retail outlet and an “experiential platform” for gender-nonconforming and gender-fluid shoppers. The Phluid Project, which owns the store, aims to establish a welcoming environment where individuals can express themselves freely and engage in creative sharing. Their mission is simple: to provide a space where anyone—strangers, allies, friends—can unapologetically be themselves.
The flagship location, which opened its doors this month in Noho, showcases a diverse range of apparel, shoes, accessories, and home goods for everyone. Proudly claiming the title of “the first gender-neutral store in the world,” the store certainly lives up to its promise, offering an inviting atmosphere for all.
The Phluid Project features its own clothing line, which constitutes about half of the merchandise, while the remainder includes popular brands like Kinfolk, Champion, Gypsy Sport, Context, and Le Spec.
But this store isn’t merely a shopping destination. As Jacob Simmons shared with Racked, “I often feel like I need my emotional support friends when I go shopping. It already takes a lot of courage to try on a dress that might feel a bit snug. I don’t need the added pressure of gender expectations on top of the self-esteem challenges everyone faces.” Furthermore, most items are priced under $300, ensuring that shoppers of all budgets can find something that suits their style.
With major retailers like Walmart and Target moving away from traditional gender norms, it was only a matter of time before a store focused solely on “people” emerged. Everyone deserves the freedom to live, express, and shop without the constraints of labels.
Store founder Daniel Lee explained that the concept behind Phluid is to push the boundaries of self-expression in fashion. “Phluid (fluid) represents the ever-changing nature of identity and the importance of challenging ourselves to eliminate boundaries. PH signifies balance, as true harmony fosters peace, love, and acceptance of both ourselves and others. Project signifies our collaborative journey—while I have a vision, I remain open to learning and evolving along the way.”
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In summary, the Phluid Project is not just a store; it’s a groundbreaking movement towards inclusivity in fashion, allowing individuals to express their identities without fear or limitation.