This Montreal Agency Convinced a Store to Change Its Name to Support the Transgender Community

John St.'s non-binary rebrand better reflects baby boutique’s ethos

Before 2015, Target stores featured two distinct colors besides the store’s signature crimson. Pink represented girls clothing, toys and bedding, often adorned with dolls and princesses, while blue indicated action figures and sports and, by association, boys’ items. In 2015, Target changed the game by taking away references to gender in departments that they decided didn’t need to be separated on that basis.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in