A Revolutionary Retail Movement for a Non-Binary Generation
New York, NY - The Phluid Project introduces a revolutionary gender-free retail experience, opening the doors to its new concept store in NoHo. Located at 684 Broadway, the shop will be the hub, both physically and virtually, for The Phluid Project and its community.
More than just a store, The Phluid Project is part retail, part experiential platform, and completely gender-free. The Phluid Project is committed to redefining gender labels and creating a place for self-expression and creative sharing where strangers, allies, friends – people – can unapologetically be themselves.
“We not only encourage people to shop without binary boundaries, but also build connection throughout our community space, sharing ideas and spreading knowledge through guest speakers and educational lectures.” says The Phluid Project founder, Rob Smith.
The concept shop will stock a curated selection of brands which offer gender-free products including: Kinfolk, Champion, Gypsy Sport, Dr. Martens, Soulland, Context, Le Spec, and State Bags as well as Phluid Project’s own brand. Product categories include apparel, accessories, beauty, and gifts for all people, sizes, and ages, with price points ranging from $25. - $300.
“As a genderqueer person, I can tell you firsthand how difficult it can be to shop in peace. In high-end boutiques and retail stores alike, the gender politics make it hard for folks like me to get the clothes that we want or feel comfortable while we shop. By proactively creating an affirming, all-
gender environment, The Phluid Project revolutionizes the way that gender works in the retail world” says writer/producer Jacob Tobia.
The Phluid Project space will feature a seated coffee and juice bar to encourage community collaboration. “Since most of us crave human connection and dialogue, but have lost some of that through social media. Phluid also provides ample seating for reflecting, socializing, and special events to create a stronger sense of community” says Smith. Additionally, there is a community space in the lower level, fully accessible to groups to share ideas and experiences in private, free of charge.
The 3000 square foot space will be awash in natural light. White fixtures, displays, and surfaces create a blank canvas. Allowing seasonal fashion, accessories, art, and collaborations to speak for themselves. The Phluid Project has preserved the existing wood flooring and molding to keep the architectural integrity and design spirit from which this NoHo space was built.