By  on January 11, 2018

NEW YORK – The Phluid Project, a 3,000-square-foot multibrand retailer, e-commerce site and private-label brand, bowing in March, is challenging the circumscribed gender binary boundaries that department and specialty stores strictly adhere to, blurring all notions of masculinity and femininity.

Rob Smith, who created The Phluid Project, wants the store at 684 Broadway in Manhattan’s NoLIta, to become more than just a place to buy products. With a coffee and juice bar and rotating art exhibits, Smith hopes Phluid will become a community space.

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