5 February 2021
We’ve often been asked – what’s gender-free fit about? And why does it matter?
So many things in our lives have “gender-coding”— a term used in assigning particular traits or behaviors exclusively or predominantly to males or females¹. From the toys we play with from birth, stereotypes of “gender-appropriate” behavior, and even the gender-coding present in our clothing. Yes, you read that right. Even our clothes have gender-coding!
We wanted to strip out all gender-coded references in our shirts , and make clothes based on body shapes, not gender assumptions. We focus on functionality; not stylistic stereotypes of what a “man” or a “woman” would want to wear. The topic of gender-coding in retail and fashion is a multi-faceted topic full of complexity and often one that is misunderstood. For example, we’ve been asked many times why we want to “hide or ignore” gender with our gender-free shirts. In fact, we are here instead, to celebrate your choices and who you are as individuals. We don’t think it’s up to a brand to tell you whether you shop in the men’s or women’s section. We make shirts #forall shapes. Inclusivity is our mantra!
However, retail in general has a long way to go in building a more equitable, inclusive and sustainable industry. Gender stereotypes in retail are everywhere we look. From how fashion weeks are divided, how clothes are designed and constructed as well as how stores (both offline and online) are organized. We are optimistic however- Vogue recently wrote about the future of retail as “genderless” as consumers continue to search for less binary ways to shop for their clothes since fashion is after all, a vehicle for self-expression. We couldn’t agree more.
Finally– a gender-free retail world presents a huge win for people and planet. Designing collections for shapes and not gender assumptions means that brands will better navigate the supply chain ringmarole: why make two versions of something when you can make one amazing garment that fits all (or most) body shapes? If we focus on fit and not gender (and its accompanying stereotypes)– less clothing will end up in landfills. A focus on fit means that more innovation goes into mindfully and responsibly producing and consuming. We really care about thoughtful and circular production. We hope that’s something you believe is important too.
The conversation on gender in retail and fashion continues to evolve, and we would love to hear from you. Drop us a line at firstname.lastname@example.org or send us a DM on Instagram.