Walk into any big-box retailer and the visual cues hit you like a neon sign. Left for pink. Right for blue. But lately, those rigid lines are blurring into a massive, gray middle ground that everyone is talking about. You've probably seen the label on a hoodie or a bottle of perfume and wondered, honestly, what do unisex mean in a world that seems obsessed with categorizing everything?
It's not just about baggy clothes.
At its core, unisex refers to things—products, spaces, even names—designed to be suitable for any person, regardless of their sex or gender identity. It is a rejection of the idea that a scent should smell like a "manly" cedar forest or a "feminine" bouquet of lilies. It's about utility. It’s about freedom.
The term first bubbled up in the mid-1960s. Back then, it was a radical social statement. Today? It’s a multi-billion dollar market shift.
The Surprising History of One-Size-Fits-All
We think of gender-neutrality as a modern "woke" invention, but history tells a different story. If you look at portraits from the 18th century, men were rocking high heels, lace, and powdered wigs. Children, regardless of their biological sex, wore dresses until they were six or seven years old because it was just easier for diaper changes. Practicality won.
Then the 20th century happened.
Marketing departments realized they could make double the money if they convinced parents that a brother couldn't wear his sister's red tricycle. Suddenly, everything was coded. By the time the word "unisex" actually entered the Merriam-Webster dictionary in the 60s, it was a counter-culture response to this hyper-segmentation.
Fashion pioneers like Rudi Gernreich—the guy who famously invented the monokini—pushed the idea that clothing should be a "utilitarian covering" for the human form. He wasn't trying to make everyone look the same. He was trying to stop the clothes from telling you who to be.
What Do Unisex Mean in the Fashion Industry Today?
Fashion is where you’ll see this most. But there’s a catch.
Most "unisex" collections from fast-fashion brands are basically just oversized hoodies and boxy t-shirts. It’s "men’s clothing" rebranded for women. This is a common gripe among designers. True unisex design, or gender-neutral tailoring, actually requires a complete rethink of how we measure bodies.
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Men’s shoulders are typically broader. Women’s hips are often wider. If you just make a giant square shirt, it doesn't fit anyone well. High-end brands like Telfar or labels like 69 Worldwide are actually changing the patterns. They use adjustable waistbands, dropped shoulders, and draping techniques that look intentional on a 6-foot-2 athlete and a 5-foot-2 artist.
Why Gen Z is Obsessed With It
If you ask a teenager today "what do unisex mean," they probably won't give you a dictionary definition. They'll just point to their closet. According to a 2023 report by the International Council of Shopping Centers (ICSC), nearly 48% of Gen Z consumers have purchased clothes outside of their gender identity.
It’s about self-expression. It’s about not being "categorized." For this generation, buying a unisex jacket isn't a political act; it’s just a style choice. It’s the vibe.
It’s Not Just Clothes: The Rise of Unisex Fragrance
Perfume is where the "pink vs. blue" divide was arguably the strongest. For decades, men were sold "Colognes" that smelled like leather, tobacco, and "ocean breeze" (whatever that is). Women got "Perfumes" that smelled like candy and roses.
But your nose doesn't actually know the difference.
Scent molecules are just molecules. In 1994, Calvin Klein released CK One. It changed everything. It was the first "unisex" fragrance to hit the mainstream, and it sold twenty bottles a minute at its peak. Today, niche perfume houses like Le Labo and Byredo don't even use gendered marketing.
Santal 33 doesn't care if you're a man or a woman. It just wants you to smell like an expensive sandalwood campfire.
This shift is rooted in the "skin chemistry" argument. Fragrance experts like Luca Turin have long argued that a scent changes based on the wearer's pH balance and body heat, making the "For Her" label essentially meaningless from a scientific standpoint.
The Physical World: Bathrooms and Hair Salons
This is where the conversation gets a bit more heated. Beyond retail, the concept of unisex extends into public infrastructure.
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Unisex or "all-gender" bathrooms are becoming the standard in new construction in cities like Seattle, London, and New York. The logic is simple: it’s more efficient. You don't have a line of ten women waiting while the men's room is empty. You have a row of private stalls with shared sinks. It’s safer for parents with children of the opposite sex, it’s easier for people with disabilities who have opposite-sex caregivers, and it’s inclusive for the trans and non-binary community.
Then there are the hair salons.
Have you ever noticed that a woman with a pixie cut often pays $80, while a man with the exact same hair length pays $30? That’s "gendered pricing," and it’s becoming illegal in some places. "Unisex" salons are moving toward "service-based pricing." You pay for the time and the skill, not the box you check on a form.
Common Misconceptions About the Term
People often get confused. Let's clear the air.
Unisex does not mean "Androgynous." Androgyny is a specific look that blends masculine and feminine traits. Unisex is just a category of product. You can be hyper-masculine and wear a unisex t-shirt.
It’s not just for "political" people. Most people buy unisex stuff because it’s comfortable or looks cool. My dad wears a unisex oversized sweatshirt because he likes the fit. It’s not a protest; it’s just a sweatshirt.
It isn't "Anti-Women" or "Anti-Men." Some critics worry that unisex design erases the beauty of gender differences. In reality, it just adds another option. If you want a dress that cinches your waist, those still exist. Unisex just means you also have the option to buy something that doesn't define you by your waistline.
The Business Case: Why Brands Love It
Money talks.
Creating two separate lines for every product—two sets of packaging, two marketing campaigns, two different inventory SKUs—is expensive. If a skincare brand like Ordinary or Aesop creates a "unisex" face cream, they only have to design one bottle. One production run.
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It’s a massive efficiency play.
By removing "For Men" from a bottle of moisturizer, a company effectively doubles its potential customer base overnight. It’s not just about being inclusive; it’s about the bottom line. It’s smart business.
How to Incorporate Unisex Into Your Life
If you’re looking to move away from strictly gendered products, you don't have to throw out your whole life and start over.
- Start with Basics: Look for "unisex" or "boyfriend fit" basics. T-shirts, hoodies, and beanies are the easiest entry point.
- Check the Measurements, Not the Label: Ignore the "Men’s" or "Women’s" sign in the store. Look at the actual inches. If it fits your shoulders and you like the color, buy it.
- Neutral Scents: Try out woodsy or citrus-based fragrances. They tend to be the most versatile across different skin types.
- Home Decor: This is already mostly unisex, but think about color palettes. Moving away from "masculine" dark leathers or "feminine" florals toward textures like linen, concrete, and oak creates a space that feels balanced.
What’s Next for the Movement?
We are likely heading toward a "post-unisex" world.
Right now, we still need the label "unisex" to tell us that a product is for everyone. But as Gen Z and Gen Alpha become the primary spenders, the "default" will likely be neutral. We’ll stop asking "what do unisex mean" because it will just be the way things are.
Think about a pair of AirPods. Are they for men or women? No one asks. They’re just for ears. Eventually, we’ll see the same logic applied to skincare, watches, and maybe even broader categories of clothing.
Actionable Steps for Navigating Unisex Products
If you want to shop smarter and more inclusively, keep these practical points in mind:
- Read the Size Charts: Since unisex sizing usually follows a "men's" scale, women should typically size down one or two steps. A unisex Medium is often a women's Large.
- Focus on Fabric: Without gendered tailoring to create shape, the quality of the fabric matters more. Look for heavier weights (like 12oz cotton) that hold their own structure.
- Support Specialized Brands: If you want clothing that actually fits well, look for brands like Wildfang or Both& that specialize in "masculine-of-center" clothing for various body types, rather than just big, shapeless sacks.
- Challenge the Price Tag: If you see a "women's" version of a unisex product (like a razor or basic white tee) that costs more, call it out or just buy the cheaper "unisex" or "men's" version.
The label "unisex" is basically an invitation. It’s an invitation to stop worrying about which aisle you’re supposed to be in and start focusing on what you actually like. Whether it's a hoodie, a perfume, or a pair of sneakers, the only person who needs to approve of it is the one wearing it.
The future isn't just pink or blue. It's whatever color you want it to be.