Bonds has launched a multi-year project to break down gender stereotypes in the fashion industry.
Bonds' 'UnGENderwear Project' aims to ensure an easy shopping experience for gender diverse customers and has three clear goals to be achieved in the coming years.
The first goal will see the business undertake an audit of all gendered terms across product, packaging and stores to challenge their relevance and review any deemed non-inclusive by 2025.
The second is to deliver a genderless shopping experience in Bonds owned channels by 2023.
The third is to consult with and listen to the LGBTQIA+ community on major initiatives.
The first actionable step the business has taken on this mission is the appointment of an advocate panel of diverse LGBTQIA+ Aussies who will share their perspectives and lived experiences.
Bonds marketing manager Kedda Ghazarian said the appointment of the panel was a critical first step.
"An important first step on any journey is to start an open dialogue and hear from more voices.
"This is the only way we can seek to better understand and learn, and Bonds recognises that.
"When gender norms are broken, everyone can feel free to be themselves.
"Bonds has a role to play to make sure every Australian, including our gender-diverse community, feels comfortable in their skin and exploring their expression," she said.
The advocate panel includes fashion commentator and activist Deni Todorovic, creator Kath Ebbs, poet Nyaluak Leth, and Minus18 youth advocate Adrian Murdoch.
Alongside The UnGENderwear Project, Bonds will continue its support and funding for LGBTQIA+ organisation Minus18, which provides peer-to-peer support, education, training and safe spaces for same-sex attracted and gender diverse young people.
Bonds staff will also wear Minus18 pronoun pins in-store to normalise sharing pronouns every day.
In addition, the business will also launch a nationwide survey to get feedback from customers and the LGBTQIA+ community.
The results of the survey will be used to inform opportunities and actions Bonds can take to become a more inclusive place.