For this year’s Pride, we’re not just celebrating - we’re going all in with launch of The UnGENderwear Project, a multi-year initiative focused on breaking down gender norms and stereotypes in the fashion industry. That’s right, we’re upping our commitment to deconstructing fashion gender norms to support everyone to feel comfortable in their own skin. More love. Less labels.
Our first step was to appoint an advocate panel by joining forces with a group of diverse, LGBTQIA+ Aussies, who will share individual perspectives and lived experiences. They will also provide insights, input, and advice in support of the Project’s goals.
The panel includes fashion commentator and activist Deni Todorovic (they/them), creator and DJ Kath Ebbs (they/she), poet and model Nyaluak Leth (she/her), and Minus18 youth advocate Adrian Murdoch (he/they).
The UnGENderwear Project has three clear and important goals:
- Undertake a comprehensive audit of all gendered terms used across product, packaging, and stores to challenge their relevance, and review any deemed non-inclusive by 2025.
- To deliver a genderless shopping experience in Bonds owned channels by 2023.
- To continue to meaningfully consult with and listen to the LGBTQIA+ community on major initiatives, appointing a panel of advocates and conducting a nationwide consumer study by 2023.
“The UnGENderwear Project is an incredible initiative and pledge that Bonds are making as a brand, as a community. To create a safe, inclusive space for all humans to enjoy the simplicity in putting on a pair of undies every day and not having to feel like they are put into a category. It’s a big yes for me.”
– Deni Todorovic @stylebydeni
We’re also proud as punch to continue our ongoing partnership with Minus18, champions for LGBTQIA+ youth, by helping to fund their peer-to-peer support programs, education, training, and safe spaces for same-sex attracted and gender diverse young people.
“The partnership between Minus18 and Bonds is now entering its third year, which we couldn’t be more proud of. Watching Bonds engage with the LGBTQIA+ community, challenge the uncomfortable, and celebrate all identities has been inspiring. Seeing Australian brands make change like this creates positive conversations and real progress, both in store and out.”
– Adrian Murdoch, Minus18 Youth Advocate
To keep the Pride vibes high, we’ve also recently dropped a brand-new range, co-created with Minus18, featuring our take on the Progress Pride Flag. From crops to gees to comfy tees, it’s been designed so however you identify, you can shop the shapes that best express you.
Available online and in Bonds stores.
In March 2022, we ran a nationwide survey to gain a deeper understanding of how we can create a more inclusive and comfortable shopping experience for people of all genders. With over 1,500 respondents, the survey was open to anybody who wanted to take part and share their thoughts on The UnGENderwear Project. Survey period: 04/03/2022 – 01/04/2022.