“More love. Less labels”: Bonds to introduce ‘genderless’ shopping experience


Members of Bonds' new advocacy panel. Source: supplied.

Aussie undies brand Bonds is going gender neutral, with a three-year plan to remove non-inclusive language across its products, packaging and stores, and providing a ‘genderless shopping experience’ by next year.

Announced over the weekend to coincide with Mardi Gras celebrations, The UnGENderwear Project is intended to break down gender divides and stereotypes in the fashion industry.

“We’re upping our commitment to deconstructing fashion gender norms to support everyone to feel comfortable in their own skin,” a blog post from the business reads.

“More love. Less labels.”

The project has three key goals, the blog adds.

Bonds plans to deliver an entirely ‘genderless shopping experience’ across all Bonds-owned channels by 2023.

The brand will also undergo a ‘comprehensive audit’ of all gendered terms used across its products, packaging and stores, with a view to review any deemed non-inclusive, by 2025.

Bonds has also pledged to ‘meaningfully consult’ with the LGBTQIA+ community, including conducting a nationwide consumer survey by 2023.

As part of this consultation, it has appointed an ‘advocacy panel’ including a diverse group of LGBTQIA+ people, who will share their experiences and perspectives, and provide insight and advice to guide the project.

The panel includes the likes of fashion commentator and activist Deni Todorovic, creator and DJ Kath Ebbs, and poet and model Nyaluak Leth.


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A post shared by Deni Todorovič (@stylebydeni)

Bonds is also continuing its partnership with LGBTQIA+ youth group Minus18, helping to fund support programs, education and training for gender-diverse young people.

Minus18 youth advocate Adrian Murdoch will also be part of the advocacy panel.

“I’ve always said that Bonds is a brand that is as iconic to Australia as Vegemite,” Todorovic said in an Instagram post.

“When I came out as non-binary in the pandemic, I found myself drawn to rebelling against gender stereotypes and degendering fashion at every category,” they added.

“This is something Bonds is ready to change and I feel tremendous honour to be a part of this movement … alongside some truly exceptional Queer humans, during the transition for this brand.”


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alan zamp
alan zamp
2 months ago

what a croc of WOKE crap.

2 months ago

Male form. Female form. Regardless of what you identify as these are the two options, thank you chromosomes.. Wear what you want. If a pair of frilly knickers tickles your fancy, wear those. If you feel more comfortable in a pair of boxers, so be it. Who cares what you identify as. I think this is freakin ridiculous.

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