The children's unisex clothing store is among the first of its kind, The Atlanta Journal-Constitution reported .
Mini Friday sells clothes for children between the ages of 24 months and 8 years.
Retailers have typically separated children's clothing into two categories. They've included pinks and purples and princess-inspired clothing for girls; and blues and grays and designs of trucks and dinosaurs for boys, the newspaper reported.
Recently, a growing number of brands are embracing a non-gender specific style. Celebrities have also promoted the trend, such as singer Celine Dion, who has three children. Dion has unveiled a line of gender-neutral children's clothing in partnership with Israeli company Nununu, the newspaper reported.
In Atlanta, sleeveless hoodies in shades of brown and gray hang next to brightly colored shirts with sea horses at Mini Friday. A row of track pants - in blue, orange, yellow - fills a long wooden table.
"At the end of the day, I just want a happy kid," said Allie Friday, who opened the store. "I decided I wanted to open my own gender neutral, safe space for all children who simply want to wear what they like, without judgment."
The idea harkens back to how Friday enjoyed dressing her young daughters, only two years apart, in matching outfits. They included sparkly dresses, frilly skirts, polka dot leggings.
Before long, however, younger daughter Erin started complaining about the outfits. By the time she was 5, she refused to wear dresses, skirts, leggings and certainly anything pink.
That experienced changed the way Friday viewed clothing for her youngest child - and other children as well, the newspaper reported.
Information from: The Atlanta Journal-Constitution, http://www.ajc.com
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