by Stephen Garner

Afterpay has unveiled its first Genderfree shop. This new shop is part of the “Buy Now, Pay Later” platform’s larger effort to extend inclusivity beyond Pride month, reflecting its ongoing commitment to self-expression, diversity, and inclusion.

Opening this month, Levi’s will curate The Genderfree shop with the latest summer styles along with additional participating brands including Birkenstock, Jeffrey Campbell, Smith + Cut, Milk Makeup, among others. The shopping experience will present consumers with a new way to shop by breaking down the product grid layout. Instead, influencer content, brand products, styled images, and educational text will drive the curation of inspiration – encouraging consumers to select styles based on their self-expression and break the gender binary mold.

Beyond the Genderfree shop, Afterpay will develop a series of year-round diverse and inclusive programming in partnership with internationally acclaimed gender non-conforming writer, Alok Vaid-Menon, who will serve as a 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 joined forces with Reimagine Gender, a non-profit organization that specializes in providing assistance to organizations, families, and communities. With a long-term partnership and a charity donation, Reimagine Gender will guide the Genderfree shop and help to elevate LGBTQIA brands on the platform.

“Reimagine Gender is thrilled to be a part of the development of Afterpay’s Genderfree shop and year-round gender-inclusive programming,” said Lisa Kenney, co-founder and CEO at Reimagine Gender. “With this launch, Afterpay is creating a dynamic space for all people to find the products they love – free from the constraints of the gender binary. Together, our goal is to educate and encourage everyone to move beyond a narrow understanding of gender — and shape a future where people of all genders can thrive as their authentic selves.”

Zahir Khoja, general manager for Afterpay North America, added: “Inclusivity is at the core of Afterpay’s DNA, which makes our ongoing programming of self-expression a natural step for us. 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.”