Finland’s largest department store, Stockmann, is implementing a brand new strategy in its brick-and-mortar store. Stockmann will have an entire floor dedicated to gender-neutral shopping, physically located between the men’s and women’s department on floor 1.5.

The concept’s name, One Way, speaks for itself by questioning gender norms and offering the notion that the only style that’s right is your own. The news comes during a heightened time as fashion month just began, so could this novel concept become a global norm?

Anna Salmi, the company’s COO, says,  “We believe that men’s and women’s departments should function as guidelines to finding the clothes that best fit your shape and style, rather than definite rules to follow.” 

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