Australian underwear brand Bonds has recently introduced gender-free online shopping as part of its UnGENderwear Project, aimed at challenging traditional gender norms in the fashion industry. This initiative coincides with the launch of a new collection and campaign for Sydney World Pride 2023.
The gender-free online shopping feature was officially launched in January, providing customers with an alternative shopping experience outside the conventional men’s and women’s categories. Bonds marketing manager Kedda Ghazarian emphasized the importance of inclusivity, offering customers the flexibility to shop without the constraints of traditional gender labels.
Collaborating with LGBTQIA+ youth organization Minus18 and community advocates, Bonds has been actively involving these stakeholders in the development of the UnGENderwear project. Ghazarian highlighted the positive response from customers, with 81% expressing a desire for more support for trans, non-binary, and gender diverse shoppers.
In addition to the online platform, Bonds has implemented a Gender Inclusivity staff training program across all its stores and head offices. Ghazarian emphasized the company’s commitment to creating an accessible and inclusive shopping environment for all customers, with ongoing community consultation to guide future initiatives.
As part of its ongoing efforts, Bonds plans to conduct a comprehensive audit of gendered terms used in its products and packaging, aiming to eliminate any non-inclusive language by 2025. The brand has also unveiled a special Pride collection in collaboration with LGBTQIA+ artist Kris Andrew Small, featuring a range of apparel at varying price points.
The Bonds Pride collection, which includes tees, undies, and sleepwear, will be accompanied by a ‘Proud to be me’ campaign showcased through various mediums such as street posters, murals, online platforms, social media, and in-store displays across Australia. The campaign visuals will feature individuals from the LGBTQIA+ community.
With a focus on fostering dialogue and engagement with the LGBTQIA+ community and customers, Bonds aims to continue evolving its initiatives under the UnGENderwear project. The brand’s commitment to inclusivity and diversity reflects a growing trend in the fashion industry towards gender-neutral offerings and promoting social awareness.
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