Gender-neutral underwear that shuns stereotypes

Sweden – Swedish label Kön is demonstrating that underwear doesn’t need to be categorised by gender.

Its name reflects the Swedish word for both gender and sex, with the designs featuring elements drawn from both men's and women's underwear. The result is a shape that closely resembles briefs, but can be comfortably worn by anyone regardless of how they identify.

Taking inspiration from the idea of a blank canvas in product design, the brand’s neutral approach also extends to its packaging – a simple white box featuring the brand name and product information printed on the back. Furthermore, the underwear is plant-based and sold in recycled paper packaging, tapping into eco-awareness alongside inclusivity.

Bill Heinonen, founder of Kön, explains: ‘My vision was, metaphorically speaking, to create a blank canvas, and let the consumers be the artists who colour the brand – because the fit and look will always be different depending on who wears them.’

From fashion and beauty to hospitality and even architecture, once-rigid classifications of gender stereotypes are being challenged to make way for a more Neutral Culture.