Breaking the Binary

At the Phluid Project, a new gender-neutral store in NoHo, community is free with or without purchase.

It took anarchy and ayahuasca for a person with retail expertise to see that “the world’s first gender-free store” was a worthy idea.

Rob Smith, the founder of the Phluid Project, went to Burning Man and then a two-week psychedelic-consuming retreat in the Amazon last year and came back committed to leaving his 30-year corporate retail career. Mr. Smith pursued his new dream and opened the Phluid Project in the NoHo section of Manhattan.

Though the concept of gender-free may feel familiar in fashion, to invest in actual space for it still requires a revelation in the desert. Then one in the jungle.

Read more at The New York Times