"Fashion Guru Wants to Change Thinking About Gender"

by Michael Stahl

One bright day in May, standing near the front door of The Phluid Project, a new, gender-neutral clothing store in Downtown Manhattan, founder Rob Smith greets customers with a warmth on par with the weather. Tall, fit and soap-star handsome with bright eyes, sculpted salt-and-pepper hair and a flawless grin, Smith repeatedly extends his glittery-nail-polish-clad hand, asking prospective buyers their names, how they heard of the place, and what they might be shopping for. The showroom floor behind him is dotted with pink, mustachioed blowup bunnies, gold backpacks, camo pants, and rainbow-lettered tees offering “FREE HUGS.

”Smith, 52, sees The Phluid Project as part retailer, part community space. He exudesimmense pride in the business he built himself this past year, after taking out a loanagainst his retirement savings and pouring $40,000 into the space’s renovation. A 30-year veteran of the commercial retai

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l industry, Smith has always had a passion for fashion and a vision for inclusivity. The Phluid Project embodies his belief that clothing should be accessible to everyone, regardless of gender identity or expression.

Smith explains that he wants to challenge traditional notions of gender in fashion. "Clothes are clothes," he says, emphasizing that the idea of gendered clothing is a construct that limits self-expression. The store features a curated selection of styles that appeal to a diverse clientele, encouraging individuals to wear what makes them feel comfortable and confident, rather than conforming to societal norms.

Inside The Phluid Project, customers can find a variety of options, from unisex apparel to vibrant accessories. Smith intentionally chose the store's layout to promote a sense of community, with open spaces for people to mingle and share their thoughts on fashion and identity. Workshops and events are regularly hosted, fostering discussions about gender fluidity and the importance of self-acceptance.

"It's not just about selling clothes," Smith says. "It's about creating a safe space for everyone to express themselves." He envisions The Phluid Project as a symbol of change in the fashion industry, where inclusivity and self-expression are celebrated rather than marginalized.

As customers peruse the selections, Smith hopes to inspire a new way of thinking about fashion that transcends binary gender categories. His mission is clear: to empower individuals to embrace their unique identities through the clothes they wear, ultimately changing the way society perceives gender in fashion.