The Phluid Project Featured in L'Officiel
In a matter of months, Rob Smith has managed to have quite the impact on New York City's retail industry. At this point, you would be hard-pressed to find a magazine that hasn't covered his genderfree store The Phluid Project. Located at 684 Broadway in NoHo, the large space is more than just a store — it's a retail experience that challenges the gender norms of both shopping and dress. As soon as you enter, all of your preconceived notions what you "should" wear no longer exist, and you're free of judgment. There are no men's or women's sections and no binary sizing.
Rather than another stuffy Q&A about Smith's store, we asked him about who he believes is challenging gender norms and acceptance and empowerment.