Swedish label Kön makes gender-neutral underwear for everyone, helping to prove that the pieces don’t need to be categorized. Founder Bill Heinonen says, “I was told that a gender-neutral underwear brand would never work, so I had to do it. My vision was, metaphorically speaking, to create a blank canvas, and let the consumers be the artists who color the brand.” This idea of the blank canvas is central to the brand’s philosophy, product design and packaging.
The inclusive styles are made from plant-based textiles and are sold in minimalist recycled paper packaging. Kön is passionate about giving consumers the ability to define the products for themselves, as they will always look different based on who is wearing them.