Pride Collections Giving Back to the LGBTQ+ Community
June 25, 2021It wasn’t that long ago that brands were scared to comment on LGBTQ+ equality for fear of backlash and negative press. Today, this has come a full 360 degrees with the majority proudly displaying rainbows and vocal in their support. Yet, it can often feel dishonest, with rainbow marketing at an all-time high, it’s important that businesses are speaking up for the LGBTQ+ community all year long and are not jumping on the bandwagon to increase sales.
An authentic Pride campaign needs to be giving back to the LGBTQ+ community. So, we’ve put a list together of the best of 2021 campaigns that are truly putting in the work and supporting the community:
Levi’s
Levi’s are leading the way when it comes to creating a Pride collection that supports the LGBTQ+ community. Their 2021 Pride collection will be donating 100% of the profits to OutRight Action International, a non-profit that works to advance human LGBTQ rights around the world.
The collection features slogans such as “All Pronouns. All Love.” And they have chosen to use it to emphasize respecting people’s pronouns.
Vans
To celebrate Pride this year Vans are donating an incredibly US$200,000 to be split between four organizations; GLSEN, Casa 1, Where Love is Illegal and Tokyo Rainbow Pride. These are organizations from around the world that support the LGBTQ+ community.
“We are committed to advocating for support of the LGBTQ+ community year-round as a driving philosophy towards equality and progression. Inspired by the LGBTQ+ community and the spirit of creative self-expression, we have released a footwear and apparel collection that is designed to support a more equal and inclusive society.”
Focusrite
Focusrite, the world-leading music tech company, has released limited edition t-shirts to show their support. All of the proceeds from the collection will be going directly to charity. Donations from UK sales will be going to Pride in Music, a UK based non-profit charitable collective working to create a cross-industry network for the LGBTQ+ community, artists and allies working within British Music. And US sales will go directly to GLADD, a charity fighting for authentic representation of LGBTQ+ people across the media.
The 100% cotton t-shirts are only available for a limited time and are one part of Focusrite’s year-long commitment to supporting LGBTQ+ rights.
The North Face
This Pride collection is perfect for those who love the outdoors. Featuring the tagline “never stop exploring,” which the brand explains is inspired by the fact that “for many communities and individuals, the path to exploration can be a challenging one. We know this needs to change.”
And with this, they will be donating over US$70,000 to Brave Trails, a non-profit summer camp dedicated to LGBTQ+ leadership.
“This month, and always, we’re proud to celebrate those who find joy in the call of adventure.”
AllSaints
This Pride, AllSaints are donating £10 from every sale of their Pride collection to the Kaleidoscope Trust. The collection includes two limited edition t-shirts, with rainbow colors over the well-known iconic AllSaints graphics.
This UK-based charity, that the collection is supporting, focuses on fighting for the human rights of LGBTQ+ people across the Commonwealth. They fund, fight, and empower by working with governments, change-makers and civil society organizations that impact the lives of LGBTQ+ people everywhere.
Eastpak
Eastpak is celebrating Pride by working with talented creatives and have launched a brand new collection that directly supports their long-term charity partner, ILGA World.
All proceeds from the colorful collection will go directly to the international non-profit organization that they have been supporting since 2018. ILGA World supports LGBTIQ+ advocacy at the United Nations, conducts valuable research and raises awareness to guarantee the rights and freedoms of LGBTIQ+ people globally.
