Australian fashion brand Bonds has launched The UnGenderwear Project, a new initiative that seeks to deliver a genderless shopping experience in Bonds-owned channels by 2023, and to challenge any gendered terms within its product, marketing, packaging and stores by 2025.
The initiative aims to create a safe and inclusive space where the gender-diverse community can feel validated and supported, and work to break down gender norms and stereotypes in the fashion space.
In its first phase, the brand has picked a team of LGBTQIA+ advocates from all walks of life to provide inputs, advice and insight for the Project’s goals.
The panel includes fashion commentator and activist Deni Todorovic, creator and DJ Kath Ebbs, poet and model Nyaluak Leth, and Minus18 youth advocate Adrian Murdoch.
“To create a safe, inclusive space for all humans to enjoy the simplicity in putting on a pair of undies every day and not having to feel like they are put into a category. It’s a big yes for me,” said Todorovic.
The business has an ongoing partnership with Minus 18, a charity for LGBTQIA+ youth, funding various peer-to-peer support programs, educating and training gender diverse people.
The company has dropped a brand new limited edition range, co-created with Minus 18 featuring its take on the Progress Pride flag.