He/him, she/her or they/them? Society now has the option to choose their gender pronouns. ‘They’, a pronoun used to refer to non-binary individuals, was 2019’s Word of the Year. The pronoun gained a 313% increase in searches on Merriam-Webster, demonstrating the increasing awareness of the gender-neutral movement.
The gender-neutral fashion movement caters to transgender and gender non-binary (TGNB) individuals. Non-binary individuals spend significantly higher than males and females on average when purchasing streetwear, revealing streetwear’s influence on gender-neutral fashion.
Additionally, the timelessness of streetwear designs eases consumers’ concerns about wasteful purchases. Gender-neutral clothing promotes sustainability because the designs hardly go out of style. Moreover, there are gender-neutral brands that position themselves as sustainable such as, Olderbrother, Kirrin Finch and Wilde Vertigga.
More recently, celebrities have caused major buzz by pushing the boundaries of gender roles in the public eye. Sam Smith came out as non-binary. Besides that, Harry Style’s flamboyant style has made him a fashion icon while K-pop stars are breaking gender stereotypes.
In this report, we reviewed 5 gender-neutral brands to analyse their success with bending gender norms in fashion.
More than 1,500 data points were screened from March 2019 to February 2020 across US, UK and Korean markets.