Genderless clothing
Society is forever changing and growing as time goes on, similar to fashion. With the worldwide pandemic, riots and protests, new laws, and new leaders, teenagers/young adults are developing strong opinions and educating themselves. One topic of discussion throughout America, but mostly with Generation Z, is gender. Clothing stores have specific sections relating to genders, but most people don’t want to limit themselves to these sections. Around 1.2 million American adults identify a non-binary; this is a large market to tap into. They might be much more comfortable with their own specific section, or if a store has no sections at all.
Some clothing companies offer lines and label their clothing for any person, but they are mostly smaller private companies. One example is a brand called Olderbrother, which was started by Max Kingery, the owner, and designer of the company. He wondered if he could create clothing that was entirely plant-based with no caustic chemicals. Therefore, Kingery started making sustainable clothing with the story that all of their garments are universal. They state that “Self-definition is what guides us personally and we believe it guides our community, too.” Another company that does not have any gender-based labels on its clothing is Wildfang. Their mission statement says, “We’re on a mission to rethink gender norms and how they show up in fashion. We embrace our masculine, our feminine, and our-everything-in-between.” They are focused on inclusion, diversity, and sustainability.
These two companies are similar in what they sell, their prices, and there all-around aesthetic. They both sell baggy, oversized, trendy streetwear using simple colors like black, white, tan, pastels, etc. Wildfang has more patterns and designs on their garments while Olderbrother uses mostly solid coloring. They’re able to make a profit because they price their clothing for what they are worth. Their mission statements are relatively similar, they believe that fashion should be inclusive. Also, both of these companies have limited in-store options and use their online stores more exclusively.
Both of Olderbrother and Wildfang are great examples of how a genderless or gender non-conforming section in a retail store would work very well. I would love to start seeing more popular brands start to include a gender non-conforming section within their assortment and stores. I think that this would sell very well, especially to Generation Z. Even people like me (straight and cisgender) love to wear androgynous outfits. It would also help people within the LGBTQ+ community feel more comfortable when shopping for clothing.
