Tee: Phluid | Bag: Phluid | Shoes: Converse

photography by Kathryn McSherry

As pride month comes to a close, I wanted to highlight one of the coolest stores I have come across. I shared a bunch of information about this brand and another incredible store on my Instagram stories, but thought both of these brands deserved a blog post of their very own. So this post is dedicated to a game-changing brand: The Phluid Project.

A few weeks ago as I wandered through the lower east side of Manhattan with my friend, we stumbled across this store called Phluid. We were intrigued by the window — which said “the world’s first gender-free store” — and went in to see what it was all about. It was one of the coolest shopping experiences I think I’ve ever had. The entire store is full of clothing meant for anyone of any gender to wear. As a woman who gravitates toward women’s clothing, it’s difficult to imagine just how uncomfortable shopping must be for those who do not identify with a particular gender or feel more comfortable wearing clothing designed for a particular gender. Stores force people to pick their section — whether it be the men’s section or the women’s section (or for stores where it applies) the unisex section. And even then, many unisex styles are placed in the men’s section in stores. The Phluid Project provides a space for people to shop for clothing that is not created specifically for a particular gender.

The Phluid Project’s website had a really meaningful response to the question: what does a gender-free store mean?

“To us, it’s everything. Within our shopping experience, either in-store or online, we are challenging the way in which retail currently works – by prompting the shopper to pick a side. Yeah, we’re over that gender breakdown situation.

We’re curious to know what retail could look like without that first part – just great products that promote self-expression and self-love, what then?

Through open minds and dialogues, The Phluid Project hopes to create spaces that all individuals feel comfortable expressing themselves in.”

On my third time circling around to every product in the store, I noticed that the sizing on the clothing was different. Instead of the typical “small, medium, large” the clothes are labeled sizes 0 through 4. I thought this was a fascinating switch that was made, as typically a women’s small is nothing like a men’s small. And for clothing that is designed for people of all genders, it would make sense that there would be a different sizing scale. I actually love the fit of this tee that I purchased. The shoulders are dropped, and the tee feels like a perfect balance of fitted women’s tees and boxy men’s tees. I also could not go without saying that this tee is one of the softest tees I now own. It’s my favorite. I also have to mention this canvas bag which they gave me my tee in after I told one of the sales associates about my plastic bag-free challenge and I am 110% excited to add it to my permanent collection of canvas bags. 

As I visited during the beginning of pride month, the conversations sparked in the store were even more important. There were all types of people shopping in the store, yet nobody felt out of place. As I was checking out and talking to one of the store employees, a man opened the door and asked very loudly “hey, are there any men’s clothes here?”. He was trying to be funny, and laughed as he slammed the door on his way out. Our shopping experience in Phluid had been eye opening and positive and really exciting, and that statement left a bad taste in all of our mouths. As I have reflected on my shopping experience in Phluid, I have only come to appreciate the store and it’s mission more and more. If someone said something like that in a store that was meant for anyone to feel comfortable shopping in, I can only imagine how people with fluid gender identities may feel shopping in a regular store. I have continued to be so intrigued by how The Phluid Project is changing the shape of retail in a way that seems so simple but has ripples of impacts. Make sure to check out their website & Instagram to see what Phluid has going on.

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