THE TEAM BEHIND THE PHLUID PROJECT

NEW YORK, USA

When it comes to engaging shopping experiences in store, our founder Rob Smith is not your average CEO. He is working the floor at The Phluid Project six days a week in an effort to truly understand the community to which he is catering: gender non-conforming individuals. Most rewarding to Rob are those moments he helps someone try on an outfit they otherwise may have felt embarrassed to try because they feared judgment, and seeing the relief and joy when they feel so seen. Rob engages in conversations with nearly everyone passing through Phluid, answering all questions about Phluid and his own personal life openly and honestly, and discussing sensitive topics, occasionally with parents with non-binary children, because this is what he believes is underrepresented, and truly needed and appreciated.