Traditionally fashion has fallen into two distinct camps – male and female. That’s the establishment. It’s just ‘how it is’. There are those of us who choose not to conform. In order to live authentically, and to dress exactly the way we want to, there comes a time to reject the established rules. That means side-stepping the conventions of fashion. But when we talk about side-stepping conventions and developing our own style outside of gender norms and choosing unisex clothing, what does this mean?



In a sense, the term unisex can also be referred to as gender neutral, meaning that something like an outfit can be described as being for either gender. The trailblazers in our society take this concept to create bold new looks. It something we’ve experienced with many cultural icons from Marlena Dietrich’s toying with masculine formal wear to Tilda Swinton throwing off rigid gender constraints entirely. However, when it comes to real world examples of gender non-conforming attitudes, there are those of us who are exploring what it means to pull away from the regular conventions of style. Incorporating elements such as high fashion trainers and sportswear with a less tailored shape makes them wearable for male and female body types, creating looks that have appealed to fashion minimalists and style nerds.



Gender fluidity started out among counter cultures, who have brought their own take to gender non-conforming fashion styles. Adopting gender fluid looks are acts of rebellion in a society that tries to define itself by what is ‘right’ for how our genders should look and behave. Traditionally there were particular materials and colours worn by women, such as lace and satin, or the notion of pink for a girl and blue for a boy in western culture. As a side note, this colour convention was thought up in the early 20th century. Before then, blue was the preference for girls.

So what does that mean today? Yes, gender fluid clothing could be seen as feminised attire worn by men, while the other side of this is clothing adopted by women can includes looser-fitted sportswear. For women particularly this could be seen as an answer to not always having to meet the demands of specific body shapes often presented by the fashion industry. How we see fashion is changing. For example, a t-shirt or hoodie needn’t be clothing for men or women. The question becomes, “how does this suit my aesthetic?” The gender labels are irrelevant.

Onitsuka Tiger Spring Summer '20 Collection



Onitsuka Tiger has been adopted by those who are looking to stand out and make their mark, developing styles for those who have found their own path. Our range becomes about the flash of identity, which manifests as unifying colourways between Onitsuka Tiger clothing and trainers. We’re talking bold graphics, lux materials and future-forward designs. This coordination of aesthetics is built on a growing rejection of fashion norms, with individuals finding their own style – their own voice – wearing outfits and adding individual pieces to highlight their unique outlook.



With styles like our MEXICO 66 shoes, which has a timeless look for men and women, or the GSM range of unisex tennis shoes, we fully believe in shining a light on breaking away from the every day styles and throwing off convention. We create pieces that speak to the individual and reject preconceptions of ‘how it is’. Our unisex trainers and clothing are about building your own rules, free of norms and the mundane.