Gender-free fashion brand known for its inclusive, activist-driven streetwear and accessible gender-affirming basics.
ORIGIN
United States
PRICE TIER
affordable
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.