Inside, at first glance, it is akin to an Urban Outfitters or American Apparel (R.I.P.), with colorful T-shirts, crop tops, overalls, latex clothing, harnesses, pants, leggings and dresses. Some of the items come with feel-good positive slogans, like "Optimist" or "Hope."
But then one begins to realize there is no one gender being targeted here.


There is no division between a women's section or a men's. It's clothes and accessories and makeup and body care items for everyone, with no single gender in mind and no labels either.
The space is set up to celebrate anyone who comes in, with a private room for people to try on clothes and take selfies and another with neon stalactite-like forms poking out of the wall for ideal Instagram shots. There's a gender-neutral bathroom, and on one wall of the store is a "Social Code" for all to see, with commandments like "We celebrate what makes us different" and "We check our assumptions at the door."
The staff is trained to treat one another with kindness, encourage such behavior from customers within the store and be attuned to people's sensitivities. Even the mannequins, which were custom-created by the founder Rob Smith, were crafted to be neither male nor female.

Beyond just shopping though, there is the community space that was also created. Along the back wall is a bar serving coffee and a sitting area where the store hosts events. On Tuesday night, Phluid hosted preteen drag phenom Desmond Is Amazing, who chatted and showed off his best runway walk. Before that, there was an open discussion with Brian Anderson, the first out gay professional skateboarder.


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