{"id":129909,"date":"2021-06-23T21:38:34","date_gmt":"2021-06-23T21:38:34","guid":{"rendered":"https:\/\/precoinnews.com\/?p=129909"},"modified":"2021-06-23T21:38:34","modified_gmt":"2021-06-23T21:38:34","slug":"pride-2021-a-history-of-the-rainbow-flag","status":"publish","type":"post","link":"https:\/\/precoinnews.com\/business\/pride-2021-a-history-of-the-rainbow-flag\/","title":{"rendered":"Pride 2021: A history of the rainbow flag"},"content":{"rendered":"<p><cite>New York (CNN)<\/cite>When walking into a traditional department store or browsing your favorite online retailer, shoppers typically navigate clothing options by first choosing a section based on its gender label: Men&#8217;s or Women&#8217;s, Girl&#8217;s or Boy&#8217;s. <\/p>\n<p>But some fashion-lovers don&#8217;t identify within this gender binary, and they, and in particular Gen Z consumers, are creating demand for more inclusive and gender-neutral fashion offerings. That&#8217;s prompting stores who want to attract their dollars to pay attention.<br \/>\nFor instance, teen retailer PacSun&#8217;s summer 2021 marketing campaign features what it calls &#8220;gender-free&#8221; styles, a category it introduced in September 2020.<\/p>\n<ul><\/ul>\n<p><img decoding=\"async\" alt=\"Products from Saks Off Fifth&amp;#39;s first gender-neutral clothing and accessories line.\" class=\"media__image\" src=\"\/\/cdn.cnn.com\/cnnnext\/dam\/assets\/210623135802-saks-off-5th-gender-neutral-products-large-169.jpg\"><br \/>\nIt includes a new PacSun gender-free, eco-fashion line called Colour Theory with a variety of cotton-based staples, such as sweatpants and hoodies. The gender neutral store on its website already features a collection of T-shirts, sweatpants, cargo and slim-fit pants in solid colors and tie-dye prints.<\/p>\n<ul><\/ul>\n<p><span>Abercrombie &amp; Fitch<\/span> <span>(<span>ANF<\/span>)<\/span> launched its first gender-inclusive clothing collection, called the &#8220;Everybody Collection,&#8221; in 2018 for kids ages 5 to 14, because of customer demand. It features an assortment of children&#8217;s clothes, including camouflage prints, bomber jackets and crew neck sweatshirts and tees influenced by skate culture.<\/p>\n<p>More recently, in May, the clothing chain launched a new collection in collaboration with The Trevor Project, a suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer and questioning (LGBTQ) young people. The gender-inclusive collection for kids and adults includes t-shirts, shorts, hoodies, jackets, hats, sandals and a fragrance.<br \/>\nThe clothes in the collections that brands are launching<strong> <\/strong>are not restricted to certain colors and fits separate for girls, boys, men and women. Instead, they are &#8220;genderless&#8221; in that the fashion is fluid, not inherently masculine or feminine, and the styles can fit all body types.<\/p>\n<h3>Why retailers are catching on<\/h3>\n<p>Stores have good reason to roll out such collections.<br \/>\nA December 2020 survey by global marketing and consulting firm Wunderman Thompson of 1,000 US consumers aged 16-24, 70% of those surveyed agreed or strongly agreed that gender doesn&#8217;t define a person as much as it used to.<br \/>\n&#8220;Fashion mirrors the culture and political beliefs of a generation, which are often led by younger people,&#8221; said Shawn Grain Carter, professor of fashion business management at the Fashion Institute of Technology in New York.<br \/>\n&#8220;If traditional retailers like Nordstrom and Saks are to survive, they must reflect the value system of this generation to gain lifetime loyalty,&#8221; said Carter.<br \/>\nOne brand is helping department stores do just that. The Phluid Project, a gender neutral clothing label, is available at more than 5,000 stores through partnerships with retailers like <span>Nordstrom<\/span> <span>(<span>JWN<\/span>)<\/span>, <span>Target<\/span> <span>(<span>TGT<\/span>)<\/span>, Sephora and, most recently, luxury retailer Saks Fifth Avenue&#8217;s outlet stores, Saks Off Fifth.<\/p>\n<p><img decoding=\"async\" alt=\"Saks Off Fifth is donating 100% of proceeds from the collection to The Phluid Foundation.\" class=\"media__image\" src=\"\/\/cdn.cnn.com\/cnnnext\/dam\/assets\/210623135543-saks-off-5th-gender-neutral-clothing-large-169.jpg\"><br \/>\n&#8220;We live in a binary society. So what I love about the younger Gen Z consumers is that they are challenging this construct in everything, including in fashion,&#8221; said Rob Smith, CEO and founder of the Phluid Project.<br \/>\nOn June 4, Saks Off Fifth launched its first exclusive gender-neutral clothing and accessories line, with 100% of the proceeds to be donated to The Phluid Foundation, the advocacy arm of Smith&#8217;s label. The collection features rainbow designs on T-shirts, hats, sneakers and tote bags for under $50.<\/p>\n<ul><\/ul>\n<p>Sara Griffin, senior vice president of marketing for Saks Off Fifth, said the collection with the Phluid Project &#8220;is a first step&#8221; to catering to a younger generation of shoppers that is less concerned with the traditional gendered approach to clothing.<br \/>\n&#8220;We are listening to our customers and will continue to make adjustments,&#8221; she said, adding that the company&#8217;s partnership with Phluid will continue with new merchandise in the fall.<br \/>\nSource: <a href=\"https:\/\/edition.cnn.com\/2021\/06\/23\/business\/gender-neutral-fashion\/index.html\" target=\"_blank\" rel=\"noopener\">Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New York (CNN)When walking into a traditional<\/p>\n","protected":false},"author":3,"featured_media":129908,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23051],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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