“MEN’S” AND “WOMEN’S” categories still occupy the navigation menu on the website for 10-year-old retailer Totokaelo. Yet shoppers have increasingly crossed these virtual gender lines, said Fanny Damiette, vice president of brand and marketing for its parent company, Richmond, Va.-based NSTO. “We have data that shows that sometimes the girls will go in the men’s section and the men will go in the women’s section.” The shop leans into this fluidity, hiring transgender and nonbinary models and putting menswear in the women’s section.

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