The Phluid Project

Breaking down barriers with clothing is the main goal of a new store called the Phluid Project, which is billed as the first gender-neutral store in the world. The Phluid Project is the brainchild of Rob Smith. In the clothing business for more than 30 years, he was a former executive at Macy's, Levi's and Nike. But after leaving his job and having what he called an epiphany, he created this unique store.