the phluid project

Founded in 2018 in New York City by former retail executive Rob Smith, The Phluid Project launched as the world’s first gender-free clothing store before expanding into a global apparel and lifestyle brand. Rooted in a mission to dismantle traditional binaries, the brand creates accessible, gender-affirming basics and activist-driven streetwear designed for all bodies. Smith, leveraging decades of corporate retail experience, built the brand to serve the LGBTQIA+ community and Gen Z consumers who reject rigid gender norms.

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