Wal-Mart’s Pride Fashion section quickly devolves into a vibe best described as “ of an Amazon category search” vibe. Elton John of all people has collaborated with Wal-Mart on a line of pricy sunglasses. Wal-Mart partnered with Love & Sports, an athletic and swimwear company owned by celebrity fitness instructor Stacey Griffith and fashion designer Michelle Smith, for a line of high-performance wear. Non-Profit Partner: Wal-Mart indicates which brands it carries are donating to LGBTQ+ causes ($1 from every pack of pride Skittles to GLAAD, for example) but its own Pride giving isn’t noted aside from a portion of its Queer Eye line sales going to the Ali Forney Center. Also, the “donation matching with a cap” angle is a personal pet peeve - we won’t give unless you do but also there’s a limit to how much we’ll give? However, H&M has not debuted a Pride Collection, which in the grand scheme of things is for the best because the last thing we need is more fast fashion in a landfill, but it gives me very little to say in this paragraph. H&M has interviewed three queer “chosen families” to assemble a delightful read about family dynamics and meanings. They also provide “ongoing support” to groups such as the Ali Forney Center and the Marsha P Johnson Institute. Non-Profit Partner: Beginning June 15th, H&M will be matching donations to The Trevor Project up to $150,000. Non-Profit Partner: In an incredible move, Urban Outfitters is inviting YOU to round up your purchase to make a contribution to GLSEN, which will enable them to get a tax break using your money!Įither their Pride Collection is a late-season debut or Urban Outfitters, who reliably produced some trendy designs in years past, has completely given up, and this page is their entire Pride effort. The “Give Us Nothing 2022” Award Goes To Urban Outfitters!! Furthermore, very few brands are sticking with the “portion of profits go to ” model and instead are making flat donations regardless of sales.įinally, this was the first year where a few brands seemed to do pride campaigns without any pride collections, which was an interesting phenomenon, so I did include two of those for funsies. More brands are working with smaller and local orgs. GLSEN is still a top partner, but we’re also seeing a lot more of The Trevor Project, The Ali Forney Center, and PFLAG, and rarely seeing the HRC at all. There’s been shifts in the non-profit partnership space, too - the HRC and GLSEN once dominated the field pretty handily, but that monopoly has slowly shifted. A field once dominated by “t-shirts with logos in rainbow gradients” has evolved into various wearables that would be suitable in many contexts, not just “sweating on the sidelines of the Pride Parade wishing you hadn’t taken an edible.” Pride Collections have evolved massively since those earlier years - for starters, brands learned quickly that traction required a non-profit partner, but there’s also more queer designers and models involved than ever and unsurprisingly, the clothes are getting cuter. This is the fourth year I’ve compiled this information - we did it in 2017 and in 2018 and in 2019 before taking two years off because pandemic.
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These are corporations in a capitalist society, with a few exceptions they all taketh more than they giveth, if you know what I mean. These rankings are not influenced by the company’s overall ethics, their history or reputation in other areas, or by the politics, religious affiliations or lobbying activities of its leadership team.
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Using queer models for its collection or campaign.Designs that go beyond slapping rainbows on things and/or designs that would count as cute any day of the year.Having non-profit partner that isn’t one of the most well-known and well-funded non-profits.But let’s look at the splendorous brands who continue to exist and send us press releases but never advertise on our actual website! The Criteria: If you really wanna support queers this Pride Season, you should definitely shop at stores run by actual queer people - here’s your list. Well well well what have we here, another Pride and another opportunity for brands to “align” with the LGBTQIA+ community by printing LOVE IS LOVE or LOVE IS FOR EVERYONE or LOVE OUT LOUD in a rainbow gradient on a bunch of t-shirts with a wink and a gay nod. The 200 Best Lesbian, Bisexual & Queer Movies Of All Time.LGBTQ Television Guide: What To Watch Now.