Proper Attire US Encourages Comfortable Self-Identification

 - Feb 13, 2017
References: kickstarter
Proper Attire US is a start-up clothing brand from the San Francisco Bay Area that aims to topple gender norms with a new line of unisex athleisure wear. Its 10 Essentials collection is made predominantly out of organic materials, including bamboo, and is designed to be both comfortable and fashionable. Those two objectives are met via the use of monochromatic styling. Multiple layers and varied types of textiles are used to create a simple and sharp look without the need for a variety of colorways.

Proper Attire US launched a Kickstarter to help fund its debut collection. The goal is $55,000, with those who donate $99 or more receiving pieces from the collection. The fashion industry and society overall are moving towards a state of gender-neutrality where self-identification and comfort in one's own skin is valued more than prescribed social norms. As more people become comfortable declaring their identities, the fashion world will need to respond with increasing amounts of unisex collections like the Proper Attire US 10 Essentials.