By  on December 18, 2018

Gender-neutral retailer the Phluid Project, which in March opened at 684 Broadway in Manhattan’s NoLIta, is building diverse revenue streams, including expansion to new geographies and amplifying nascent businesses in an effort to attract more Gen Z consumers who reject being categorized according to traditional binary norms.

Founder and chief executive officer, Rob Smith is in the midst of a kickstarter campaign that he said will raise money to help fund the initiatives. There are also brand partnerships such as the recently launched Nicopanda capsule collection.

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