A beverage company
that isn't one
GenderFluids™ is a parody sports-drink brand that sells funny shirts. Hydration for the Discourse™.
A tiny comedy brand
Most political-humor merch picks a side and dunks on the other one. We think a lot of people are tired of the culture war but still find it funny. So we make funny designs that poke at the jargon and the discourse, not at people.
We're honest about what we are: a small comedy brand run by one founder. We joke about trends, buzzwords, wellness fads, comment-section habits and online arguments. We don't joke about who people are.
Every new design goes to a small paid review panel with a deliberate mix of viewpoints, including at least one trans or nonbinary reviewer. A design ships only if reviewers from different camps would each wear it, and nobody sees it as an attack on people.
Our name started as a pun, and the flavor colors are a quiet nod to where it came from.
The Line
We joke about trends, jargon and the culture war. We never joke about who people are. No slurs. Nothing demeaning trans or nonbinary people as people. No misgendering or deadnaming jokes. No harassment of anyone, including public figures' families or private individuals. The same rule protects everyone: no jokes demeaning people for their religion, race, disability, sexuality or where they live.
✓ What we joke about
- Jargon and buzzwords ("let's unpack that", "trust the science", "normalize ___")
- Online habits: reply-guys, hot takes, reading the whole thread
- Wellness trends and therapy-speak
- Culture-war tropes as tropes, from every direction
- Ourselves, our name, and the idea of a sports drink for arguments
✕ What we never do
- Slurs or slur-adjacent wordplay, including "reclaimed" ones
- Jokes whose punchline is that trans or nonbinary identities are fake, a phase, an illness or a threat
- Misgendering, deadnaming, or jokes about anyone's body or transition
- Named politicians, candidates or parties, and real private individuals
- Hate symbols (even "ironically"), self-harm jokes, or sexual "fluids" innuendo
How we decide gray-zone designs
- Wearability test: would reviewers from different viewpoints each actually wear it?
- "About them" test: does anyone read it as being about trans or nonbinary people as people? If yes, it's out.
- Platform check: it has to pass the content rules of every platform we sell and print on.
- Logged: we keep a record of every decision.
In the comments: argue about the shirt, not about people. We hide comments that attack identities and we don't amplify trolls, even to dunk on them. If you think we got one wrong, tell us at hello@thegenderfluids.com. We read everything.
Optional good deed
We're exploring donating $1 per order to a non-partisan clean-water charity, because hydration. (Planned, not active. We'll name the charity once they've agreed.)
Shop the lineup