Markets in everything

Swedish label Kön has produced a range of gender-neutral underwear to demonstrate that products “don’t have to be categorised” as just for men or women.

The underwear is made from plant-based textiles and comes in recycled paper packaging.

Wanting to create an inclusive brand suitable for everyone, Bill Heinonen founded Kön – a fashion company offering unisex underwear in a bid to give consumers the ability to “define some products themselves”…

Kön – pronounced “shaun” – takes its name from a Swedish word that stands for both gender and sex.

“I don’t want everything to be gender-neutral,” Heinonen explained, “but I think it’s important to give consumers that ability to define some products themselves.”

“Everything doesn’t have to be categorised as ‘men or women’ – a sweater can be just a sweater, a shower gel can be just a shower gel, and so on.”

Here is the full story, via a loyal MR reader.  The photos are safe enough for work, though they are of…gender-neutral underwear.

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