Swedish label Kön has produced a range of gender-neutral underwear to demonstrate that products "don't have to be categorised" as just for men or women.
The underwear is made from plant-based textiles and comes in recycled paper packaging.
Wanting to create an inclusive brand suitable for everyone, Bill Heinonen founded Kön ? a fashion company offering unisex underwear in a bid to give consumers the ability to "define some products themselves".
Swedish label Kön offers gender-neutral underwear
"I was told that a gender-neutral underwear brand would never work, so I had to do it," Heinonen told Dezeen.
"My vision was, metaphorically speaking, to create a blank canvas, and let the consumers be the artists who colour the brand ? because the fit and look will always be different depending on who wears them." The underwear is designed to avoid gender stereotypes
"And that's the beautiful thing ? we're all unique, and we should embrace that," added the founder. "We rather see people giving our underwear multiple identities, instead of us trying to force onto anyone another superficial idea of what fashion is, or who you should be."

This idea of creating a blank canvas extends to the packaging design ? a simple white box with the brand name embossed across the front and product information printed on the back.
Kön's gender-neutral underwear resembles ordinary briefs
Kön ? pronounced "shaun" ? takes its nam...