How many brands in support of Pride month are actually helping the cause? The global commercialization of Pride month is undeniable, but here's a list of brands putting their money where their mouths are
Only a few days into the Month of Pride and there has already been a flood of campaigns and advs from brands claiming their support in favour of queer culture and the LGBTQ+ community. In the past three days, adidas has released the rainbow version of their Ozweego sneaker, Nike unveiled its 'Be True' rainbow sneaker collection, Starbucks released a colourful love branded cup, ASOS created a wholesome rainbow capsule collection, and so have names like Michael Kors, Ralph Lauren, H&M, Reebok etc. Without a doubt, brands showing their support for the LGBTQ+ community has resulted in the commercialization of the concept of pride.
Pride initially began in 1970 in New York City following the Stonewall Riots as a way to commemorate those who fought for the rights of the community both living and dead. The pride events were born out of a concept that was highly political in the fight for global tolerance, but for many reasons including its commercialization, the concept of pride has turned into a big party with somewhat unclear objectives.
In the past few years, many brands have been called out for jumping on this party bandwagon and using pride celebrations as a money-making opportunity as opposed to finding ways to support the community that in many parts of the world is still in great need and danger. However this year, a few of these brands have taken note of their shortcomings and have created channels in which to support the LGBTQ+ community. If shopping in support of the LGBTQ+ community you might want to make sure that your dollars are going towards the right causes.
Let’s take a look at a roundup of brands who are celebrating this month’s pride not just by putting rainbows across T-shirts but actually contributing to the cause.
adidas
For pride month adidas has released new merch for it’s Love Unites campaign. The classic Ozweego, Nizza and Continental 80 shoes have already been released in rainbow versions as well as a selection of tracksuits, shirts and shorts with a multicoloured version of the brand’s logo. “Real, positive change is possible when you harness the influence of sport. It’s on all of us to help create a world in which everyone feels safe and can show up as their authentic, unapologetic selves. We see you and we celebrate you, during Pride month and every single day all year long” said adidas Director of Diversity and inclusion Emmy Negrin.
LGBTQ+ Contributions: Each of these #MKGO Rainbow charm charity t-shirts sold, the brand will donate 100% of the proceeds to the God’s Love We Deliver LGBT organization in NYC.
Dr Martens
Doc Martens launched their first Pride boot in 2017, and each year it’s presented with a bit of an update. This year Dr Martens has re-created their classic 1460 boot in all the colours of the rainbow throughout the shoes’ body.
LGBTQ+ Contributions: A portion of the proceeds from these shoes will go towards The Trevor Project, which is one of the world’s largest suicide prevention and crisis interventions organisations for LGBTQ+ youth.
