Selfridges, one of the U.K.’s top department stores in London’s Oxford Street is going gender neutral the Huffington Post reports.
The high-end store is removing its separate men and women’s departments and will instead have three floors of unisex clothing, according to The Daily Mail. Some of the brands featured will include KTZ, Trapstar and Hood By Air.
According to Selfridges management the move comes in response to the large number of women buying men’s clothing.
Selfridges isn’t stopping at clothing. The store will also say farewell to its current mannequins and revamp its beauty products and accessories.
“We want to take our customers on a journey where they can shop and dress without limitations or stereotypes,” Selfridges told The Times Of London. “A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of ‘self.”’