Throughout fashion’s many transformations, gender-based conventions are still reinforced. Children are preconditioned from a very young age to associate the colors blue and pink as gender specific. Individualism is encouraged within an acceptable expression of personal style. Stray from this standardizing pigeonholing of acceptable gender binary and be harshly branded as undesirable. Engendering color strengthens fear-based commercialism, using gender differentiation to generate money from the mainstream American consumer.