The momentum around Pride month and the LGBTQ+ community is only growing. More brands than ever are donning rainbows and equal signs, donating to LGBTQ+ causes and launching their own Pride-themed events and merchandise to show their support and connect with people who back the cause.
This year, efforts are especially abundant as WorldPride is coming to the United States for the first time, marking the 50th anniversary of the tragic Stonewall Uprising. Millions of people will visit New York City for events spanning the month of June, with an expected 4.5 million marching in the Pride Parade on June 30, and everyone wants in on the action.
Here’s how brands are participating:
An abundance of Pride collections
It seems like every year there are more and more brands coming out with their own colorful Pride collections, whether it’s T-shirts, hats or shoes. Usually, proceeds go towards nonprofits that support LGBTQ+ rights and the community or brands make a donation ahead of time.
For some brands, Pride collections are a natural fit. MeUndies, for instance, was built on the premise of inclusivity and self-expression. The brand is in it’s third year of involving Pride in its collections and advertising and, this year, it’s Pride collection is in association with DJ and EDM producer GRiZ, an outspoken advocate for the LGBTQ+ community. From every pair sold, $1 will be donated to Miley Cyrus’ nonprofit Happy Hippie Foundation.
J.Crew, Kenneth Cole, Under Armour, Gap, Calvin Klein, American Eagle, Nordstrom, Express and DKNY have their own Pride collections. Shoe brands like Toms, Converse, Reebok, Nike and Dr. Martens all have versions of their shoes in varying shades of rainbow and colors of LGBTQ+ community flags. At iHeartRadio’s WangoTango concert last weekend, Brendon Urie of Panic at the Disco wore DKNY’s 100% Pride T-shirt onstage with Taylor Swift.