Photo courtesy of Ami Paris
Wave your rainbow flag high while making a difference for the community.
Date June 10, 2022
Every year, designers and brands release collections in honour of Pride month, and this year is no different. But before you shop, it’s important to be mindful of a marketing tactic called “rainbow washing.” This is when a business shows public solidarity for LGBTQIA2S+ people by rainbow-ifying their brand for the month of June while privately engaging in practices that are actually harmful to the community.
There’s no arguing that we’ve seen immense progress for LGBTQIA2S+ rights in the past few decades, but there’s still a long ways to go. Between “Don’t Say Gay” bills being considered in Florida and other states in the U.S. and the continuous threat to trans rights, there is still much work to be done to achieve true equality.
So, if you decide to shop Pride fashion this year, why not stick to those brands that are *actually* putting their money where their mouth is? From denim corsets to rainbow-coloured sunnies to metallic sandals, here are 17 brands giving back to the LGBTQIA2S+ community through their Pride collections.
10 per cent of the proceeds will benefit the Marsha P. Johnson Institute, which protects human rights and seeks to eradicate systemic, community and physical violence against Black transgender people.
Cable Collectibles Rainbow Necklace in 18K Yellow Gold with Pavé Sapphires and Tsavorites
($1,350, David Yurman)
David Yurman will be donating 20 per cent of the purchase price from select rainbow designs to The Trevor Project, a national non-profit organization focused on suicide prevention efforts among the LGBTQ+ youth community.
Chersace Pride T-Shirt
Versace and Cher teamed up for a limited capsule collection of styles in benefit of Gender Spectrum, a charity whose work directly assists those within the LGBTQ+ community.
100 per cent of the selling price of Viva Glam Lipstick sold in Canada is donated to the MAC Viva Glam Fund, supporting healthy futures and equal rights for all.
Levi’s makes an annual US$100,000 donation to OutRightAction International, a global organization working to advance human rights for LGBTQ+ people all over the world.
Michael Michael Kors
Pride The Michael Large Embellished Logo Canvas Tote Bag
($258, Michael Kors)
During the month of June in North America, 100 per cent of the profits from the sale of the Pride capsule will be donated to OutRight Action International, a leading global human rights organization.
20 per cent of profits will be donated to The 519, a Toronto-based organization committed to the health, happiness and full participation of the LGBTQ2S communities.
Rainbow Signature Swim Trunks
To celebrate Pride and support LGBTQIA+ communities, The Coach Foundation continues its work with the Hetrick-Martin Institute, Point Foundation and CenterLink Community of LGBTQ Centers to create supportive environments where young individuals can thrive.
During Pride month, Quay will be donating 100 per cent of proceeds up to US$100,000 to GLSEN, an organization leading the movement in creating a more inclusive educational environment in K-12 schools for LGBTQIA+ youth.
Pride Fluff Yeah Slide
For 2022, UGG is donating US$125,000 to The Trevor Project in celebration of their FEEL HEARD campaign.
Pride Edition Sport Loop
Apple is building on its long-running support for LGBTQ+ advocacy organizations, such as Encircle, The Trevor Project and more.
Maison Miru will donate 10 per cent of June sales from their Rainbow Collection to QUEER|ART, a nonprofit organization that creates a diverse, vibrant community through the support of LGBTQ+ art and artists across generations and disciplines.
Ayla Reversible Unisex Bucket Hat with Mosaic Print
10 per cent of the profits from Rudsak’s Pride collection will be donated to Pflag Canada, which supports LGBTQIA+ youth and families.
Gender Neutral Peloton Pride Hoodie
Peloton will donate an additional $25,000 in local currency to each of the global LGBTQIA+ organizations on top of its ongoing support, including The 519 (Toronto), the Ali Forney Center (NYC), London Friend (UK) and GLADT (Berlin).
He Loves Me, She Loves Me Knot
ASTN will also be donating 10 per cent of all sales to both the It Gets Better Project and the Ali Forney Center to help support and protect LGBTQ+ youth.
During Pride Month, Daniela Uribe will be donating 15% of proceeds to Stonewall, an organization that funds vital work at the intersection of LGBTQ liberation and racial justice.
From June 1 to 31, a percentage of proceeds from every purchase of Intimacy Oil will be donated to The 519, a Toronto-based organization dedicated to advocacy for the inclusion of LGBTQ communities.
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