For a more Phluid world ?????

“We live in a world where people […] are not looking for more stuff. What they really crave is more meaning.” – Rob Smith, The Phluid Project

Rob Smith grew up as a young boy who was a little feminine, rather artistic, and very sensitive. And that side did not fit squarely into the norms and expectations of society. So, he decided to suppress his unique personality and manifest an entirely different version of himself. Why? Because it was easier to be the cool kid rather than the isolated one.

Fast forward 30 years and Rob is the founder of The Phluid Project – the first retail brand that does not stick to the binary definition of gender – and is on a mission to build a brand that exists to empower individuals to be and express themselves openly, without judgment or fear.

We sat down with Rob to talk about the epic success of the brand and its plans for future growth.

Q. Today, the most relevant brands are those that tap into current culture. How would you describe the impact you want your brand to have??

Rob Smith: We live in a world where people — and the younger generation, in particular — are not looking for more stuff. What they really crave is more meaning. The brands that succeed are the ones that reflect their values and make it very clear why they exist and why they should be allowed to become an integral part of the youngsters’ lives.?

That’s why we are very intentional about the role we think Phluid can play in culture. Our ultimate mission is to deconstruct the social constructs that limit us as individuals and limit our humanity, overall. We want to create an open and safe space for people to exist and explore their gender identity outside of binary norms.?

Look at it this way: When we are born, we get to check a box, and it’s either an “M” for male or “F” for female. The younger generation is challenging this. They believe there is a space in-between that is more complex. Our impact as a brand is ultimately to help define that space and contribute to a world that is more inclusive, accepting, and – thus – humane.

Q. What was the biggest challenge in bringing the brand to life?

Rob Smith: To build and gain trust within the LGBTQ+ community. It was hard. I am a gay, white guy — and not necessarily representative of the full spectrum of people our brand spans and includes. I made a very conscious decision to not be the face of the brand, but rather give it space to exist on its own. I didn’t want people to turn away from Phluid based on their assumptions of who I am.?

It’s really all about the community and the movement we’re trying to create — I just enable, facilitate, and curate it. I sometimes think of myself as the conductor of an orchestra — I don’t play any of the instruments. And when the instruments are humming, it’s beautiful!?

Building the initial trust within the community took a lot of effort, time, and relationship-building. That’s why we put members of the community into campaigns (in front of and behind the camera), let them lead panel discussions in the store, and created opportunities for them to design parts of our collection.?

We needed to give the community the certainty that they can make this brand their own, so that it best reflects the diversity that makes it so unique.

Q. What’s your most important advice for other leaders trying to build a brand with the power to challenge cultural norms?

Rob Smith: My single biggest advice is for you to have an authentic passion for whatever it is you’re doing. Because it will be an endeavor that requires your full attention — 7 days a week, 24 hours each day. You carry all the responsibility for the brand in the beginning stages. Trust is fragile. It’s complex. Not a lot of people understand that.?

Especially when you’re a new or a small brand whose success depends on the degree of acceptance it receives from a specific community. You can lose all of your credibility and authenticity very quickly; just like that.?

You need to make sure each step you take is 100% in line with the values you represent. No exceptions.

Curious to find out more about Rob’s journey? Read the full Don’t Panic! interview by Dominik Prinz-Barley here .

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