Gender-fluid blogger Elliott Alexzander couldn’t find something to wear—at least, initially. Which is what propelled the 22-year-old designer to create House of Alexzander, a personal Tumblr blog that combines fashion with cultural critique.

What he didn’t expect was how well received his posts on gender variant style would become—garnering him a fierce following and sparking a business idea that would cater to him and his fans.

“This came from my personal struggles,” says Alexzander, over the phone from his Atlanta home base. “I had a hard time finding clothes that fit my body and still allowed me to express who I am. When I started my fashion blog, I quickly realized I wasn’t the only one.”

A year later, Alexzander’s idea for GenderFlux was born. The brand—launched by a crowdfunding campaign that garnered pre-orders for 300 T-shirts—espouses the celebration of gender variance and encourages its visibility. Though other fashion companies, like London-based Selfridges, are jumping on the non-binary trend, Alexzander hopes his GenderFlux designs will transcend the runway and create a dialogue about gender identities.

Recently, GenderFlux kicked off 2015 with a new campaign to promote gender variant vocabulary; its line of T-shirts use gender-fluid symbols and words like “gendervariant” and “non-binary” emblazoned across the front. The campaign also features models from Atlanta’s queer community, including those with diverse ethnicities and body types.

“We want to create fashion that is marketed in a way that doesn’t make the customer feel bad about their body or their gender expression,” says Alexzander. “And to create a space where non-binary people can shop for clothes without feeling uncomfortable.”

To do this, Alexzander is planning his first full fashion line—made with contributions from gender variant designers—that will address one of the “hard questions” of fashion: How to deliberately make clothes so that different sizes of a design can be adapted to flatter various body types, rather than simply making bigger or smaller versions that only flatter one shape.

And while Alexzander estimates his blog reaches over 40,000 fans, GenderFlux has the potential to help him become an activist juggernaut. Just one post from the brand’s latest campaign was quickly liked and reblogged by almost 97,000 people on Tumblr.

What’s more, he also took the first step toward becoming a community platform by inviting fans to become online contributors, as well as creating a Facebook photo album for fan selfies. He also welcomed the first non-binary parenting blogger, a mother named Russ, who will contribute an advice column to the brand’s website.

“I want resources, creative outlets and tools to be available for the gender variant community,” says Alexzander. “Fashion is just the beginning.”