CEO and Founder
The Phluid Project
Rob Smith is the CEO and Founder of The Phluid Project, a leader in the gender expansive movement as well as a brand dedicated to the values and priorities of Gen Z. Phluid’s creation is the intersection of Rob’s profession, retail, and his passion, social justice, specializing in LGBTQIA+ underrepresented youth. Phluid joins a global movement of freedom, authenticity and self-expression, leading with values, a powerful community and a fearlessness to challenge the status quo. Phluid thoughtfully expands into new spaces where they can offer insight, education and impact. Rob serves on the Board of Directors for Steve Madden Ltd., leading the newly created Corporate Social Responsibility committee. He is a former Board Chair for The Hetrick-Martin Institute, which empowers, educates and advocates on behalf of LGBTQIA+ youth around the world and has also served on the board of directors for Athlete Ally. Rob lives in NY with his husband, Rod Grozier, and their dog, Jackson.