Demand for clothing with less definite gender divides has grown over recent years, and in the lingerie and swimwear departments, there are only a couple of brands pioneering the movement. A study conducted by First Insight last year (2019) concluded that ‘as diversity and inclusivity are growing in importance in retail across the world… consumers are broadening their expectations of retailers and brands beyond simply offering extended sizes’. The segregation of men’s and women’s clothing is beginning to feel less and less relevant, and there is already a definite merging in terms of colour palettes and fabric selections in the broader clothing market. A growing need for more inclusive companies, both in terms of their product and their marketing, has opened up the space for disruptive new underwear brands to really blur the lines between men’s and women’s underwear, and offer something entirely original.
Tomboy X launched in 2012 and they have been continuously growing ever since. Their gender-neutral, comfortable designs, vibrant colours and bold prints have earnt them a huge following of loyal customers, spanning the entire gender spectrum. Founders Fran and Naomi started the company because they wanted to fill a gap in the market but did not anticipate quite how much they would resonate with their customers and the community that would be built from it. Their wide product range includes underwear, swimwear, sleep and loungewear and even leak-proof solutions, all genderless so that there is something for everybody. By photographing their products on a really diverse range of models, Tomboy X has created a brand that feels really accessible to everyone.
Swim and activewear brand Outplay approach their designs from a really fresh perspective, offering a completely genderless selection of swim separates and sportswear pieces. All of their garments can be mix and matched so that the customer can choose shapes depending on their personal preferences and what they are comfortable in. They also offer a range of compression vests, which act similarly to a binder but are wearable in water and for swimming- a more specialist product that is not easily available. With transgender and non-binary clothing being a growing market, there is an opportunity here for inclusive brands to connect with a new audience and provide products that there is a real demand for.
Another company that have always been disruptive with their collections, are NYC swim and bodywear brand Chromat. Their fashion-forward pieces and strong sustainability narrative have made them a big name in swimwear, but what has really set them apart is their approach to inclusivity. Chromat’s catwalk shows have always included models of all ages, sexes, and ethnicities, as well as models with artificial limbs and mothers walking with their children; and this no-holds-barred attitude towards inclusivity has really resonated, in particular with the younger generation. Their AW20 collection ‘reimagines athletics as a gender-inclusive space where athletes can compete as they are’, and the way it has been styled across genders and sizes feels very modern and forward-thinking.
Every section of the fashion industry is slowly becoming a more inclusive space, and brands that offer a less rigid gender divide are paving the way for others and setting new standards. Companies that want to remain relevant to the younger market need to be considering the inclusivity of their brand and how they approach these divides.