New Campaign From The Phluid Project Demands Freedom For All

The Phluid Project, which has had several incarnations, but a singular philosophy, was born as a New York City retail space for gender-neutral clothing and a safe place for the LGBTQ community to meet and shop in a judgement-free zone. The store was closed in 2020 to allow founder and CEO of The Phluid Project Rob Smith to spend more time on education. The collection, lives on, and is sold in 7,000 doors in the U.S. and Canada.

Now, comes a campaign from Smith and The Phluid Project, an anthem and demand for tolerance and inclusivity. Launching in the Spring, the campaign, dubbed, “Freedom For All” underscores the importance of the freedom to be yourself. “It’s all that any of us wish,” said Smith in a Zoom interview. “Yet, many of our liberties are restricted by law, by nation, by gender, by sexual orientation, by faith, by doctrine.”

The “Freedom For All” campaign focuses on the issue of freedom and its artistic expression across all lines. Smith (he/they), said, “At The Phluid Project, we are committed to amplifying underrepresented voices from around the world, that have been suffocated for too long. With this new campaign, we are spotlighting five artists and highlighting each of their struggles, dreams and aspirations for freedom.

Violence, hate speech, and anti-LGBTQ laws have been on the rise domestically, and internationally. Phluid aims to help combat these issues with creativity and truth, as seen through the lens of the various artistic works. “We celebrate these heroes, and every other human fighting against oppression, and understanding the urgency to act now,” Smith said. “Freedom is a human right for every human.”

Phluid’s “Freedom For All” campaign features the experiences told by oppressed artists through their artwork — which is recreated on merchandise, available exclusively on The Phluid Project’s e-commerce site, beginning February 1. The artists have been provided the unique opportunity to share their own struggles alongside messages of strength and determination to promote a universal message of freedom.

The collaborative artists include: Antonia Otoya, (She/He/They), Colombian Indigenous muralist Daniel Skripnik, (he/him) Ukrainian LGBTQ+ artist/activist Afolabi Oluwafemi, Nigerian visual artist Ghazal Foroutan, (She/Her), Iranian graphic designer and educator Katy Riley (she/her) Body Positive / Fat artist.

“I feel free when I create, said artist Daniel Skripnik. “The creative space is eternal and helps to express honest thoughts and emotions. When I paint, I give pieces of my soul and try to create art that will help the viewer feel free. You are the center of your freedom. Express yourself, love yourself and be yourself.”

Championed by visual and performance artists from around the world, the campaign showcases the work of several proclaimed “global citizens” who utilize their art to empower others.

With gender neutral fashion becoming more popular and more retailers selling it, Phluid has been at the forefront of change in the clothing industry. The “Freedom For All” campaign seeks to challenge the norms of freedom, and push the boundaries of free expression on the global scale through the defiance of the gender binary.

Rain Dove, a gender-nonconforming model and activist and time-honored friend of The Phluid Project, supported in consulting this initiative. “I just see clothing as cloth, and I see it as art, and I see it as a way to express yourself artistically in this world,” Rain Dove said.

The Phluid Project this year with launch in the meta verse, Smith said. Freedom is important there, too.