Levi’s curates non-binary styles for Afterpay offering

Dan Berthiaume
Senior Editor, Technology
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A leading denim company is among the first brands to sell items in the Afterpay “GenderFree Shop.”

The global buy now pay later (BNPL) platform is unveiling the GenderFree Shop, a dedicated online storefront that does not present products based on gender. Instead, the site provides influencer content, brand products, styled images and educational text designed to encourage consumers to select styles based on their self-expression, rather than traditional gender binary factors.

Other brands participating in the launch of the GenderFree Shop include Birkenstock, Jeffrey Campbell, Smith + Cut, and Milk Makeup. Beyond the GenderFree Shop, Afterpay will develop a series of year-round diverse and inclusive programming in partnership with gender non-conforming writer Alok Vaid-Menon, who will serve as brand collaborator and help curate inspirational content for the Afterpay platform. 

Alok's collaboration will also include programming during New York Fashion Week in September. Afterpay has also partnered with Reimagine Gender, a non-profit organization that specializes in providing assistance to organizations, families and communities. Reimagine Gender will guide the GenderFree Shop and help to elevate LGBTQIA brands on the platform.

"Fashion is a powerful form of self-expression, yet the industry has long been operated by dividing products on binary gender lines, said Menon. “I am excited to be a part of the launch of Afterpay's Genderfree shop as its main objective is to give fashion back to shoppers. This experience will show shoppers what's possible beyond gender norms and will be the start of removing gender binary as an obstacle in creative self-fashioning."

"Inclusivity is at the core of Afterpay's DNA, which makes our ongoing programming of self-expression a natural step for us,” said Zahir Khoja, GM for Afterpay North America. “With the launch of the GenderFree Shop and other inclusive tools, we are giving our customers a more diverse shopping experience and encouraging everyone to think differently about social norms."