Which is where The Phluid Project comes into its own. Online and with one flagship store in New York, it’s actually conceived as gender free rather than gender neutral (in this instance the semantics really do make a difference) and is committed to accessibility - the average price point is $55 - without sacrificing the joys of imagination or aspiration. Affirming the value of sidestepping conventional gender divisions, after launching almost six months ago to considerable hype its second quarter of trading has seen it double its sales figures thanks to a 33% conversion rate (approximately 3% above average), learn key lessons regarding the nature of community and become a beacon for unexpected audiences.
