Located in Manhattan, this groundbreaking store showcases an array of clothing, footwear, accessories, and home goods designed for all. Although society has made progress in acknowledging gender nonconformity, there remains significant work ahead. One innovative initiative is bridging this gap by launching the first gender-neutral retail space, exceeding expectations in every way.
Spanning 3,000 square feet, this unique establishment serves as both a retail outlet and an “experiential platform” for those who identify as gender nonconforming or gender fluid. The Phluid Project, the entity behind this venture, aims to provide “a space for self-expression and creative sharing where individuals—friends, allies, and strangers alike—can unapologetically embrace their true selves.”
Now open in Noho, the store brims with diverse apparel, shoes, and accessories for everyone. Proudly claiming the title of “the first gender-neutral store in the world,” the visual appeal of the store suggests an inclusive paradise.
The Phluid Project offers its own label, constituting about half of the products available, while the rest features well-known brands such as Kinfolk, Champion, Gypsy Sport, Context, and Le Spec.
However, this store transcends traditional shopping experiences. As Jacob Lewis shared with Racked, “Shopping can be daunting, and it often takes immense courage to try on items that may not fit perfectly. I don’t want to add the pressure of gender expectations on top of dealing with the usual self-esteem challenges.” Additionally, most items are priced below $300, ensuring that there’s something for every budget.
Amidst the changing landscape of retail, with major chains like Walmart and Target moving away from rigid gender norms, it was only a matter of time before an establishment entirely focused on “people” emerged. Everyone deserves to feel at ease in their everyday lives, including during the shopping experience, without the constraints of labels dictating their choices.
Rob Smith, the store’s founder, articulated the vision behind this initiative, stating, “Phluid represents the idea of fluidity, reflecting that nothing is constant and that we should continuously challenge our comfort zones. The PH symbolizes balance; when we achieve balance, life becomes harmonious, fostering peace, love, and acceptance for ourselves and others. Project indicates the collaborative nature of this endeavor, as I enter with a plan but remain open to learning and discovery along the way.”
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In summary, The Phluid Project represents a significant step toward inclusivity in fashion, providing a welcoming environment for individuals across the gender spectrum. With a diverse range of offerings and an ethos centered on self-expression, this store is a beacon of progress in the retail landscape.