#The Phluid Project

[coochiequeens]

This is the perfect example of how transwomen have male socialization. He does something tasteless and gets criticized by women. And instead of looking inward and asking himself if there are more productive ways of breaking down gender roles (like maybe showing himself doing laundry and how to take care of clothes instead of collecting more props) he calls the women hateful.

A controversial male social media influencer is sparking backlash after an Instagram video he made scolding women began to circulate on social media. In the video, Jeffery Marsh, who identifies as non-binary, addressed a past sponsorship he had been offered to promote tampons and other feminine hygiene products.

Last month, Marsh posted a video to his Instagram page speaking to “the ladies of Twitter, especially” over “hate” he received for a tampon ad campaign he took part in. After being uploaded to other social media platforms, the video began to spark backlash, amassing hundreds of critical comments from women concerned about female erasure.

In the video, Marsh addresses the “hate” he received for a paid campaign he took part in with feminine hygiene product brand This is L. The partnership had actually taken place in 2020, but had recently begun receiving new attention after images from the photoshoot with Marsh were shared on Twitter once again.

As new comments began to pile under his campaign photos, Marsh filmed a video addressing his reasons for taking part in a tampon promotion. 

“I made the video for 2 reasons. So that women would feel less stigmatized, so that people who menstruate would feel less stigmatized,” Marsh said, noting that menstruation is often seen as “gross, disgusting, a joke” by “cis” men. 

Calling himself a “non-binary person who does not menstruate,” Marsh claimed his intentions behind taking the paid gig were to help end the stigma associated with periods. He continued: “And then the hate came for me,” and scolded the women who took issue with his participation in the tampon promotion, claiming that they were “policing” gender by criticizing him.

“We should be working together. The more you police your gender role the more you are policing the idea that one gender role is the best. I will keep fighting for your rights even if you hate me to my core because women are not second class citizens.”

Marsh’s claimed reasons for his participation in the ad campaign fell flat on social media, with many pointing out that Marsh frequently uses the term “TERF” when addressing women who vocally support the basic rights and safeguarding of women and children. TERF – an acronym standing for “trans exclusionary radical feminist” – is often used in a derogatory fashion and coupled with threats and abuse.

Jeffrey Marsh is well-known amongst advocates for women’s rights and child safeguarding due to his catalogue of videos denying the existence of biological sex, as well as those where he directly addresses the “kids” in his audience. Marsh has advocated people to go “no contact” with families or relatives who invalidate their gender identity, and has advised parents to provide“gender affirming care” for their children.

Marsh’s most recent video on his past collaboration also referenced popular trans-identified male influencer Dylan Mulvaney, who similarly defended his decision to become a spokesperson for Tampax last year. Both Tampax and This is L, the brand Marsh promoted, are owned by mega-conglomerate Proctor & Gamble. 

In 2020, This is L partnered with the Phluid Project in a promotional video featuring individuals of varying “gender identities” to spread the message that periods are not specific to females. Amongst the “queer” influencers who shilled their “gender neutral” menstrual products were Blair Imani and Alok Vaid-Menon. 

Phluid is a “gender free” clothing and lifestyle brandbased in New York which also often involves itself in trans activism. On its website, Phluid states that it “…support[s] the most at risk of the LGBTQIA+ community [by] supporting trans-led organizations.” Phluid has provided direct support to the Sylvia Rivera Law Project, which provides assistance to incarcerated males who wish to change their gender or be moved to a women’s institution. 

Among the inmates the SRLP has worked with are convicted child murderer Synthia Chyna Blast, who was invited to be part of their prisoner action committee, and Xena Grandichelli, who raped a toddler yet assisted with SRLP’s community outreach. 

This is L also features multiple partners on their site, most of which equally propagate that women are not the only ones who menstruate. In particular, the Period Project, which strongly advocates for “gender neutral” language around menstruation.

On its website, the Period Project writes: “Not all women menstruate, and not all menstruators are women. At The Period Project, we are dedicated to supporting all menstruators, and we want to make sure our fight for menstrual equity is gender inclusive. We use the term ‘menstruators’ to refer to all people who experience menstruation, including cisgender, transgender, nonbinary, and genderfluid individuals.”

[wishlisted]

“Be Kind” warm cotton scented candle from The Phluid Project

[that-one-i-think]

I know that it is rainbow capitalism but God, I desperately need these pants

The amount of drama I could cause with pants like these

[vaquerismo]

the way i’m officially a professional paid model for the phluid project 🤩🥂

[chloesunit4]

What is Gender Fluid Fashion?

Gender fluid fashion, non-binary fashion, and gender neutral fashion are clothing trends that blur the borders between masculine and feminine meanings. The clothing style is intended to be gender neutral. These looks and accessories are appropriate for everybody, regardless of gender, size, or body shape. The tendency is rising in tandem with the increased understanding of sexuality, identity, and independence that many people are championing today. So labelling gender fluid fashion as "just" a fleeting fashion trend isn't quite accurate. 56% of Gen-Z customers purchase beyond their designated gender, according to the fashion brand Phluid Project. The fashion industry is responding as well. Gender neutral apparel has been featured on the catwalks of Fashion Week for some time.

The British Fashion Council has recognised this as well, and has declared that London Fashion Week would no longer be segregated between menswear and womenswear in 2021. Old traditions are gradually being torn down, gender boundaries are melting, and gender fluid fashion is not a trend, but a fashion revolution.

"FLUID FASHION JUST HELPS ME EXPRESS WHAT I AM FEELING ON THE INSIDE, AND THAT JUST MAKES ME MORE COMFORTABLE ON THE OUTSIDE - AALIYAH." 

Referencing:

Svenja Detto. (2023). Gender Fluid Fashion: This Development Shows the Future of Fashion. [Online]. nuuwai. Last Updated: 4 April 2023. Available at: https://www.nuuwai.com/blogs/news/gender-fluid-fashion-this-development-shows-the-future-of-fashion# [Accessed 29 August 2023].

[tamlovesfashion]

Check out this listing I just added to my Poshmark closet: Phluid Project Rainbow Proud Heart Cap/White New.

[eternalshopgirl]

Check out this listing I just added to my Poshmark closet: New The Phluid Project Black PRIDE Tee T-Shirt TOP Unisex XL Break the Binary.

[theuniquestore]

Check out this listing I just added to my Poshmark closet: COPY - The phluid project Read non-biliary fanny pack.

[reveal-the-news]

Gender Expansive Lifestyle Brand, The Phluid Project, Brings On Alec Sutherland As CMO

Gender Expansive Lifestyle Brand, The Phluid Project, Brings On Alec Sutherland As CMO

LOS ANGELES, CA / ACCESSWIRE / September 27, 2022 / Liquid project It’s a premier resource for tomorrow’s leaders, inviting a wave of progress through gender-broad clothing, accessories, educational tools and outlets to create change in underrepresented communities by selecting broad identities, philanthropic support for communities, and national partnerships and global brands. The company…

[wishlisted]

“Ex-Straight” t-shirt from The Phluid Project

[chubstr]

Have you seen the new @HappySofficial x @phluidproject sock collab for #pride? See the collection and get an exclusive 25% off + free shipping with code HAPPYCHUBSTR25 - https://bit.ly/3hCZiWu

[cosmomoore]

So while I was in NYC I happened to end up in the neighborhood near The Phluid Project, so I stopped by and picked up another Creatable World doll. I decided to get the one on the left since they didn't have the one I originally wanted next.

These dolls are so cute and I enjoy this line very much! Of course I had to start making clothes for them, so I took some time today to work on modifying some patterns.

I managed to pin down a tights pattern and a drop-crotch harem-pants tights pattern (I honestly have no idea what those are called, I just described them the best way I know how).

I actually made these both from modifying @dollsahoy's original Barbie tights pattern by lowering the waistline and shortening the leg. It didn't take too much modifying, so I only went through a handful of revisions (all of which fit, the length was just a little off on some).

Anyways, I can't wait to make more for these dolls! They are both so fun to dress!!

PS

Some bonus photos from the store, they actually had the dolls out and able to be played with!! Right in the center of the store!! It was very cute! 😊

[airstripyaks]

We’re here, we’re...well, you know the rest.

[dippedanddripped]

While gender-free clothing has been on runways and in fashion magazines for years, building a retail space around the concept was until recently seen as financially risky. Now, some companies are out to prove that the cultural fulcrum has shifted enough to give it a try.

According to Pew research, 35% of Generation Z knows someone who identifies as non-binary and prefers gender neutral pronouns—and millennials and even Generation X aren’t far behind. Retailers, and in particular clothes sellers, have taken notice.

“I do believe gender-neutral fashion is the future,” Fashion Institute of Technology Professor Dawnn Karen said. “I feel like we’re moving towards that.”

Holding itself out as the first gender-free store in New York, The Phluid Project in Manhattan’s Soho neighborhood is part of this nascent segment. The space is a combination store, cafe and event space geared toward the LGBTQ community.

Phluid Project founder Rob Smith, 54, spent 30 years as a retail executive before opening the store. While Phluid has been up and running a few years now, only recently has the concept of making a commercial go of gender-free clothing spread to bigger corporate retail.

The ascent of Generation Z, Smith explained, is the moving force.

“There is a paradigm shift that is currently happening in our society. An unlearning and a relearning,” Smith said. “By next year, Gen-Z [will account] for one-third of the national population, which accounts for 40% of U.S. spending power. It’s time to change with the times and generations, because their voice and power is undeniable.”

“It became clear to me,” Smith said, “that there was a need to shatter the historic infrastructure of companies we’re operating under.”

On a visit to the Phluid Project earlier this year, there were none of the traditional signs to send you to specific clothing departments. Non-gendered mannequins stood atop tables, sporting dresses, pants, shirts and graphic tees that say, “They Power,” a reference to the pronoun preference of many non-binary individuals.

The company said that, after spending its first year focusing on establishing the brand and a unique open sales floor experience, it’s now looking to better develop its social media and e-commerce platforms, as well as strategic partnerships.

This summer, Phluid partnered with HBO and its series “Euphoria,” a drama about growing up in Gen Z America, and set up several pop-ups across the country, offering shoppers a capsule collection and panel discussions. Phluid also has a partnership with French clothing label Equipment on a gender fluid collection.

Big clothing retailers like H&M are starting to incorporate gender fluidity into a larger retail strategy, launching collections such as Denim United and last year’s collaboration with Eytys. Still, H&M doesn’t plan to completely eliminate gendered clothing or gendered clothing sections. LVMH-owned Sephora also started a campaign this summer aimed at an image of broader inclusiveness.

Fifty-six percent of Gen Z consumers already shop outside of their gender, ignoring clothing that’s labeled and categorized into gendered sections, according to a study by advertising agency J. Walter Thompson. Smith is very much acquainted with how those decisions are made. Before the Phluid Project, he worked for Nike, and eventually moved on to become an executive vice president at Macy’s, and then Victoria’s Secret. He also served on the board of shoe-seller Steve Madden.

“I started to share the idea with friends and business partners and got a cold reaction,” Smith said of the Phluid Project’s beginnings. “It is difficult, and understandable, to go to investors with an unproven concept.”

“Other brands have to worry about losing customers because their concepts and missions are often antiquated,” Smith said. “We are a blank canvas.”

His store not only sells gender neutral clothing: it seeks to guarantee that its clothing comes from designers who support the gender-free clothing mission. The store’s original clothing only makes up 50% of its inventory. The rest is made by designers aligned with the company’s mission and concept. The store doesn’t shop vintage or buy from wholesale.

The Phluid Project isn’t the lone retailer in this space. Labels such as Radimo and Official Rebrand—which emphasizes sustainability—are on the same path.

According to Business of Fashion’s 2018 State of Fashion research, 66% of millennials worldwide are willing to spend more on brands that are sustainable. In response to this data, Official Rebrand is “turning unsold goods into new, one-of-a-kind collections,” said MI Leggett, its founder. Official Rebrand modifies donations with design and alterations, including by painting clothing with phrases and figures.

“The first pieces came from my own closet,” Leggett said. “Now I take clothing donations from friends, family, and clients commissioning custom work.”'