We believe everyone should have the opportunity to express themselves authentically. Websites that categorize products by gender, have the potential to exclude some. They also eliminate the opportunity for the shopper to learn about themselves, by using their own tastes and likes to choose product. It’s about the human experience. We believe shopping authentically is the only way to truly express yourself. And how you express yourself can change from day to day, event to event, week to week, over a lifetime or never at all. But you should get to choose. Just Authentic wants you to shop without restrictions.
We are divided into three main Categories.
Each Category is a variation of two or three Expressions.
Shop one or shop all, just do it authentically.
Shop Feminine Shop Fluidly Shop Masculine
Feminine Universal Feminine Masculine
Universal Feminine Universal Universal Masculine
  Universal Masculine