Gender-Free Store Removes Binary Labels From Shopping Experience

Gender-Free Store Removes Binary Labels From Shopping Experience
Fashion & Apparel

The Phluid Project in Manhattan is a curated retail space and community hub for non-binary expression

Alex Shultz
  • 30 april 2018

Equal parts retail and community hub, The Phluid Project is a one-of-a-kind gender-free clothing store. Located in Manhattan’s NoHo neighborhood, The Phluid Project says it’s “the world’s first” to completely eliminate gender from the shopping equation. Plenty of brands have begun introducing gender-neutral clothing options, but The Phluid Project has built on that concept for a permanent, storewide experience sans men’s or women’s sections that offers a safe space for consumers.

“I call this the store of the future, and it’s not a store built on technology but built on human connection,” Phluid founder Rob Smith told PSFK.

Gender-neutral clothing is curated from brands like Gypsy Sport, Meat, Kinfolk, Champion, and Levi’s. The Phluid Project also has its own line of products, and everything is set at a realistic price point: items mostly range from $35 to $150.

“I’m proud to say that we’re the world’s first gender-free store, fully committed to doing this 100% and making it accessible to people. There are a lot of brands that do it at designer pricing. We’re accessible,” Smith said.

Our space is your space, come in, make yourself at home here 💕

A post shared by The Phluid Project (@thephluidproject) on

In addition to gender-free shopping, The Phluid Project has a coffee bar and a selfie room with rotating art installations, and hosts talks and activities on pertinent subjects every Tuesday and Thursday. There’s even a community room that’s free of charge for groups that want to use it.

The Phluid Project


Lead Image: The Phluid Project via Facebook

Equal parts retail and community hub, The Phluid Project is a one-of-a-kind gender-free clothing store. Located in Manhattan’s NoHo neighborhood, The Phluid Project says it’s “the world’s first” to completely eliminate gender from the shopping equation. Plenty of brands have begun introducing gender-neutral clothing options, but The Phluid Project has built on that concept for a permanent, storewide experience sans men’s or women’s sections that offers a safe space for consumers.

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