The Ungendering of Analog Forest Designs

We screwed up. When Analog Forest made its debut but a couple of short months ago we released an entire line of in-house designed clothing featuring different designs and colors applied to women's and men's cut clothing. This was a mistake, and we're not too proud to own up to it. Art should not be gendered, no matter the predominant sales trends or our own deep ingrained societal biases. From here on out Analog Forest designs will be available on men's or women's cut clothing no matter the design or colors or ultimate sales, it's just the right thing to do out of respect and equality for our artists and our customers.

"Shrink it and pink it," a phrase for the lowest common denominator practice of putting some hot pink on a smaller size and calling it women's specific. It can be seen from both sides — the most cynical marketing department can see it as a time tested easy way to increase sales by a certain margin and a low-risk way of appearing to cater to women, the enlightened see it as criticism to the paradigm in the outdoor sports industry to marginalize or outright ignore women until the end of the design process. The phrase points towards a way of thinking that leaves little room to breathe for those that don't strictly conform to the societal bell curve of fashion and design preferences or body shapes. There are legions of shorter than average stature men that would purchase "women's" bicycles if not for the pink bows on the top tube, and plenty of women that fit "men's" equipment better and would love the same color options as their sisters. On the flip side there are women with death metal patches on their spikey leather jackets and men that want to sport nothing but purple, pink, and glitter. The world is a big, diverse place with all sorts of body shapes, aesthetic preferences, and gender expressions and we want to be respectful and inclusive in our product offerings.

You spoke, we listened. Thank you for taking the time to gently call us out on pegging colors to genders and in turn helping us to contribute to the solution rather than the problem.

Check out the Artist's work:


Analog Forest
Posted by: Analog Forest

October 27, 2015

The pink isn’t gone, it’s just now available on men’s clothing too.

Posted by: Patrice

October 26, 2015

kinda bummed that people complained enough to you that you had to change your branding, but also interesting.
On the flip side-I thought your designs were smart, sleek and put a bit of pink that I love when I ride, not the ‘pink it and shrink it’ unless I missed something. If I didn’t already have too much stuff, definitely would have pick your goods up. I live and work in an older, industrial, manufacturing life where pink is such a super stigma so I kinda like to wear it when I ride.

Leave a comment