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'Comfort for all': Bonds drops genderless winter line
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Bonds’ new range of comfy trackies and tees are completely gender neutral.
The Aussie brand has released a ‘genderless’ collection with relaxed fits and silhouettes that work for both men and women.
The colour palate is similarly gender neutral, with lots of natural browns, creams and blacks, and reminiscent of a Yeezy Fashion Week show.
While only limited to a small range of T-shirts, hoodies, tracksuit pants and pullovers at this stage, the brand says its committed to ‘comfort for all’.
"No matter who you are, where you’re from, or what you stand for, we believe everyone deserves to be comfy," reads the tagline on their new campaign imagery.
A spokesperson adding, "We recognise that the future is 'genderful' and want to allow our customers to express their gender and identity in whichever way is most comfortable."
"We offer an assortment of genderless apparel options across our range so our customers can wear it their way."
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Genderless pullovers, hoodies and joggers are currently on sale for $49, instead of the regular $75, while the T-shirts are priced at $40.
The line is part of a wider ‘Bonds Explorer’ collection of clothing which includes a number of gender neutral kids pieces - like this caramel fleece set - however the campaign imagery leans on traditional gender stereotypes with a young boy wearing blue and a girl wearing pink.
The brand has yet to explicitly promote the fact that some of their clothing is genderless on social media, but it will be interesting to see how shoppers react when they do.
A number of influencers have been paid to promote the Explorer collection on Instagram, including former MAFS star Ryan Gallagher and couple Matt and Laura from @theavocadofolk, but interestingly, their posts both focus on sustainability, durability and comfort rather than gender.
Incidentally, Bonds was already selling a gender neutral version of the Oodie, but outside of this genderless line, the rest of their apparel remains divided into traditional womens and menswear sections.
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