New York – Billed as part retail, part community space, The Phluid Project is a new retail concept in Manhattan’s NoHo neighbourhood that focuses on inclusivity and community.
Founded by entrepreneur Rob Smith, the bricks-and-mortar space and e-commerce platform have been designed to cater to ‘a non-binary generation’, creating a space that is tailored to non-gender conforming and gender-fluid consumers.
Stocking gender inclusive brands like Kinfolk, Champion, Gypsy Sport and Dr. Martens, as well as its own in-house clothing line, the store caters to people of all ages and sizes. A series of talks and workshops will be scheduled in weekly to stimulate discussion on topics affecting both the LGBTQ community and society at large.
‘Since most of us crave human connection and dialogue, but have lost some of that through social media,' says Smith. ‘Phluid also provides ample seating for reflecting, socialising and special events to create a stronger sense of community.’