A former Macy's and Victoria's Secret exec just opened a 'gender-free' store - take a look inside
The Phluid Project is located in New York City's NoHo neighborhood, steps away from Washington Square Park.
A sign in the window reads that The Phluid Project is "the world's first gender-free store."
Inside were mannequins styled in brands like Champion and the Phluid store brand. Everything was completely gender-neutral and organized primarily by style and brand instead of being split into men's and women's sections.
The mannequins were custom-ordered and designed to be gender-free like everything else in the store.
There were huge windows from floor to ceiling lighting up the open space, and pop music was playing in the background. There were a lot of people flowing in and out of the store, coming to shop or grab a cup of coffee.
On the wall were framed t-shirts with sayings like "The Phuture Is Phluid" and "Stronger Together," which were a part of Phluid's private-label brand.
Clothing from brands like Gypsy Sport had tags that read "Attn: Do not wear this garment if you are homophobic, transphobic, or xenophobic."
The clothes were all very high quality, but they were also pretty expensive. The goal was to make everything affordable for shoppers ages 15 to 25, but the least expensive shirts I could find were t-shirts for around $35. Things besides t-shirts, like pants, tops, and jackets, generally cost between $100 and $200.
Source: Fashion Unfiltered
In the back were a small café area and community space, with additional meeting space downstairs.
The meeting areas were free for anyone to use, and next to the café was an open seating area where the store holds talks about identity, activism, and more.
Source: Racked
The store definitely felt like it was creating an inclusive community environment.
In addition to clothing, the store sold shoes ...
... art and poetry books ...
... glasses and accessories ...
... and cosmetics.
It carried beauty brands like Fluide, which is cruelty-free and creates makeup for everyone. The brand also donates a percentage of every sale to non-profits focused on LGBTQ health and advocacy.
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