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Pride Month has been in full swing for the last couple of weeks, and, naturally, so has the wave of newly launched Pride-themed collections that offer no shortage of rainbow-clad and political merch.
That being said, it’s really important to remember that not all brands actually care as much as their products would have you believe; some are just shelling out limited collections to profit from marginalized communities and make money. As Hari Nef pointed out via Instagram, ““corporate pink-washing” — when a brand’s slimy marketing strategy seeks to promote some sense of queer friendliness in order to appear progressive — is real, relentless, and something to look out for this month.
“#Pride Month can be a weird time rife with mixed messages and corporate pink washing,” Nef shared. “But I think the only way to do it right is to use corporate platforms and production resources to move funds in the direction of the folks who need the most help!”
Thankfully, there are several really reputable (and huge) brands stepping up to the plate, using their power to donate all proceeds of their Pride Month collections to charities and causes that support and empower the community, including GLAAD, the Harvey Milk Foundation, and more — check them out below.
Levi’s: The brand’s fourth limited-edition Pride collection is all about raising awareness around stigmas — and remembering those that lost the fight against them with phrases like “remember their names” stitched onto different items. The gender-neutral collection includes tanks and T-shirts (some in black and white, in case the rainbow isn’t your thing), shorts, pins, and more. All proceeds will be donated to the Harvey Milk Foundation and the Stonewall Community Foundation, Levi’s collection partners.
Urban Outfitters: To kick off Pride Month, the retailer teamed up with up-and-coming Chicago rapper Taylor Bennett to roll out an exclusive seven-piece collection of really cute graphic T-shirts, hats, and a tapestry (of course, because Urban), all ranging in price from $24 to $39. All proceeds from the collection will go directly to GLSEN, an organization that supports safe and affirming schools for LGBTQ+ students.
Converse: Converse unveiled its “Yes To All” limited-edition Pride-themed collection earlier this month, including colorful renditions of Chuck Taylor All Star and Chuck Taylor All Star ’70 in adult and kid sizes, along with a few $25 T-shirts. All net proceeds will be donated to the It Gets Better Project and the Happy Hippie Foundation.
ASOS: Together with ASOS magazine’s “Come Together” issue featuring actress Laura Harrier, ASOS created an “Individuals Unified” T-shirt ($24). Not only are the simple white shirts made with Better Cotton Initiative cotton, but 100 percent of proceeds will go directly to GLAAD, an organization working to accelerate acceptance of the LGBTQ community through entertainment, news, and digital media.
Tamara Mellon: It’s really cool to see a luxury brand step up for Pride in such a big way. Tamara Mellon introduced Edition:Pride — a really gorgeous metallic rainbow mule sandal — earlier this month, and it’s been receiving co-signs from notable members of the LGBTQ community, like Janet Mock and Nicolette Mason. All proceeds from the $425 shoe will be donated to the Los Angeles LGBT Center.