UnGenderwear

Australian brand Bonds has launched The UnGenderwear Project, a new initiative that seeks to deliver a genderless shopping experience.

Australian fashion brand, Bonds, has launched The UnGenderwear Project, a new initiative that aims to create a safe and inclusive space where the gender-diverse community can feel supported.

The project seeks to break down gender norms and stereotypes in the fashion space and thereby deliver a genderless shopping experience. To help them do so, the brand has recruited a panel of LGBTQIA+ advocates from all walks of life to provide insight into the project’s goals. Panel members include fashion commentator and activist Deni Todorovic, DJ Kath Ebbs, poet and model Nyaluak Leth and Minus18 youth advocate Adrian Murdoch.

As young consumers question the traditional portrayals of gender roles, they are gradually embracing more open-minded identities. Consumers are increasingly expecting companies to advance awareness of social issues and make clear statements about their values as a company. As a result, brands are changing the way they communicate in order to be more inclusive and target a more diverse audience.

This is important for brands to stay relevant to younger demographics, as brands that celebrate all consumers' gender definitions will be rewarded with loyalty.