Euphoria is about many things — Gen Z teens, addiction, body positivity, to name a few — but most of that can be wrapped around a single theme: self-identity. The show’s characters are young people struggling to figure out who they are in a world of social media expectations no previous generation has faced. In its most recent episode, “Shook Ones, Pt. II”, the series further explores the story of Jules, a trans teen played by newcomer Hunter Schafer. Recently, HBO partnered with The Phluid Project, a gender-free clothing store, to create a pop-up experience tour, beginning at San Francisco’s Swedish American Hall.
The experience began outside at “Euphoria Village,” anchored by a 30” airstream-cum-retail store of The Phluid Project merch ranging from t-shirts to hats to socks, and including a “Love Rules” tote bag created specifically for the Euphoria partnership. Proceeds from the sales go toward LGBTQ-help organization The Trevor Project. Alongside the airstream was a photo booth, DJ, and a place to get stick-on jewels for visitor’s faces, inspired by Euphoria’s glittery look. Inside, there was food and drinks and a screening of Episode 4, followed by a Q&A with stars Schafer and Barbie Ferreira, who plays Kat, hosted by The Phluid Project’s chief of staff, Preston Souza.