Since its founding in 1976, Equipment has grown to become a leading contemporary fashion brand thanks to its androgynous, sophisticated, timeless and chic style with European undertones.
In partnership with The Phluid Project, Equipment has expanded upon its offering with the launch of Fluid, a unisex collection for Spring/Summer 2020.
“A gender-fluid offering is an inherent progression for the brand—and a testament to its timeless and universal appeal,” said James R. Miller, CEO of Equipment’s parent company The Collective Group. “I’m thrilled to have found a partner as unique as The Phluid Project to not only guide us in this journey, but also enable our company to align our values with a movement that is so fundamentally important to our industry and the future of fashion.”
“Our company has always had androgynous roots,” added Miller. “We have all of our archives from the ‘70s and ‘80s sitting in Los Angeles, and looking at the pieces they seemed genderless. The company has always had a one size fits all approach to things. If you identified as a different gender or expression, you felt comfortable in the clothing. Fast forward to 2020, and as a guardian to this brand and its DNA, Rob Smith and The Phluid Project really evolved the conversation around gender expression and gender identity. It’s such an honor to play a smart part in what that could look like in the next decade.”
At one point in time, The Phluid Project operated a gender-free store in New York City that sold clothing and accessories among other products. Although the retail location is now permanently closed, the brand continues its mission of promoting gender-fluid fashion across the globe. According to The Phluid Project CEO Rob Smith, the aim of the strategic partnership is for Equipment to gain “insight into, and education about, the targeted non‐binary and trans demographic”.
Part of the Them campaign, Equipment’s Fluid collection is designed for all genders, identities and expressions.
The collection comprises a range of button-up shirts and trousers inspired by the brand’s history. Shirt silhouettes are elegant, timeless, and above all, loose – intended to fit a variety of body types. Designs range from show-stopping floral silk to simpler black cotton. Meanwhile, trousers also feature a loose cut, mirroring the shirts. Pleated details and on-trend colours, such as apricot rose, silt green, and safari beige, make up the collection.
The models chosen for the Fluid collection are also worth mentioning. In line with the Them campaign, models of varying genders, sexualities and pronouns were included.
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