“I’m not a man / I’m not a woman / I am something that you'll never understand” was first sang by Prince about 30 years ago. Nowadays this is not something we just hear in Prince’s music, but something that is definitely happening: teens are viewing gender on a different spectrum and don’t see themselves or their peers as absolutely male or female, they see themselves as them. This has been happening for a long time, but today it is not just about wearing your brother’s clothes, or wearing your boyfriend's jeans, it is about changing the whole wardrobe and get rid of the traditional ways of buying clothes in a binary way, and there are also more signs that show that gender is not absolute at all, and nor are clothes.
Data shows that gender is on its way to becoming more of a non-issue, and according to Havas’ latest report, “The Future is FeMale,” a majority of the 12,000 people (millennials: 4,457; Gen X: 5,464; and baby boomers: 2,246) in 32 countries surveyed see no difference between the genders.
This kind of consumer attitude towards gender shift proves that the more people perceive qualities to be independent of gender, the less reason there is for gender bias and differentiated norms in any situation or location, including workplaces and shops.
Fashion has been exchanging women’s and men’s clothes since Coco Chanel changed the rules forever. NON BASICS is an initiative that found within this niche a need to supply through fashion, going against traditional conventions, like Chanel in her time. The NONTAG is the main core in which NONBASICS places its inspiration and concept to develop a truly GENDER-NEUTRAL fashion brand that seeks to enhance identity beyond the genders through timeless silhouettes and designs where the natural laws of gender as we know them do not apply.
NON communicates itself in a liquid relationship in constant movement, which is somehow also static, making it possible to connect physically and mentally with its customers’ beliefs.
The fashion Brand NON was created in 2015 in Colombia by its owner Juan Pablo Castañeda (industrial designer) with his partner Sara Jaillier. (fashion designer). After finishing his education Juan Pablo started working for different museums as a designer developer but he wasn't happy enough. He has always had a relationship with fashion, and has enjoyed going with his partner to any fashion events, or to anything related to fashion. However, he has always wondered about something: if fashion is an expression of the body itself, why should it be separated by genders? And, after lengthy research and investigation into fashion consumer behaviours, he found an opportunity and that opportunity is NON.