“Kids are now teaching their parents about sexual orientation and gender. Kids are teaching up instead of parents teaching down.”
Launched in March 2018—in NYC and online—The Phluid Project is not just a store; it’s a gender-free fashion brand grounded in community, activism, and education; a social space where people can come together, connect, and feel seen and heard. Partnering exclusively with brands whose products celebrate the non-binary, the Phluid project is now in 5,000 stores across the US, including Target, Nordstrom, Macy’s, and other big retailers. “We want our clothing to be timeless so that you can wear it for years,” Smith said. First, Smith opened the Phluid store in SoHo, offering gender-free garments, not colorless, shapeless clothes. The store regularly hosted events, workshops, and panels that focused on issues related to gender and sexuality. People felt a sense of community there, being able to participate in fashion shows, panel discussions, and events. For Smith, that was a way to understand better the needs of the LGBTQ+ community. After starting as a student, Smith progressed to teacher, guiding corporations and speaking at conferences about deconstructing gender and defying traditional gender roles. Amidst the pandemic era in 2020, the store was closed, but it soon evolved into something greater, the Phluid Phoundation. Operating both as a platform for education as well as a retailer, the Phluid Project soon transformed from a wholesale business to a non-profit organization. For Smith, it’s not about the praise; it’s about creating an inclusive and welcoming space. “I want The Phluid Project to be a place where people feel like they can be their authentic selves,” he clarifies. For the LGBTQ+ community, fashion can be a way to express their identity and to feel seen and heard. The philosophy behind gender-free clothing and accessories is rooted in the belief that gender norms should not restrict clothing. By providing gender-free clothing and accessories, fashion brands can create a space for people to express themselves freely without the limitations of gender norms. This can be particularly important for people uncomfortable expressing themselves through traditionally gendered clothing. “We want things to be expressive both in silhouette and color. After all, it’s about feeling good in what you wear.” With the Phluid Phoundation, Smith allowed retailers to connect with the LGBTQ+ more deeply. “I feel more retailers care about Gen Z and learn about it because, in that way, they can be more relevant. In a way, realizing that this is
“When you go there, there’s a code of conduct, how they ask people to behave. By day three, everyone gets to be this fantastical version of themselves. And then people come back to their Monday lives in corporate America, putting on a suit,” he recalls. Deeply concerned, he decided to quit his job and find the answer. Smith embarked on a journey to Peru, where he spent a month working with plants and immersing himself in a plant-based lifestyle. During a ceremony, an idea struck him: to open a gender-free, nonbinary clothing store, and he committed to making this idea a reality by opening the world’s first gender-free store. The idea of a gender-free shopping experience didn’t really exist before. Still, the Phluid Project has proven that it’s not just a possibility but a necessity for those seeking a more inclusive and diverse shopping experience. He explains, “When it came to the stores, they tend to always be diverse in gender, race, age, sexual orientation.”
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