As Pride season is set to kickoff on June 1st, many major corporations are unveiling collections to show their allyship with their LGBTQ+ customers.
While some brands merely add rainbows to merchandise in hopes of scoring sales throughout Pride Month, others show true commitment to deeper issues affecting the diversity of the queer population by donating money all year or giving proceeds from the collections to LGBTQ+ charities and organizations.
Here are some Pride collections from major retailers that actually give back to the LGBTQ+ community.
Featuring sneakers and clothing by queer Australian artist Kris Andrew Small, Adidas’ collection will benefit Athlete Ally, which is focused on ending homophobia and transphobia in sport, and Stonewall UK, which works to forster transformative change in the lives of LGBTQ+ people in the United Kingdom.
The theme of the Converse Pride collection is "Found Family” and celebrates the individuals that lift one another up across the LGBTQIA+ community. Converse has doubled its pledge in annual grants with partners that include the It Gets Better Project, BAGLY, Out MetroWest, and The Ali Forney Center, amomg others.
Among the items in Calvin Klein’s This Is Love campaign are Pride-themed underwear, T-shirts, and loungewear. In addition to having raised $400,000 this year to support LGBTQ+ organizations, CK has partnered with PFLAG National and Transgender Law Center to support LGBTQ+ education, inclusion and justice.
With more than 300 products, Kohl’s Pride collection is one of the most extensive, and features clothing, jewelry, shoes and home goods, many of which were made in collaboration with queer artists and brands. The chain is also donating $100,000 to The Trevor Project, the world's largest suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer and questioning young people.
In addition to a gorgeous rainbow bouquet of roses, the floral brand’s Pride collection includes gift sets of cookies, cake pops, mixed nuts and popcorn. 1-800 Flowers is donating 20% of proceeds from the line to GLAAD.
Apple is launching 2 new Pride Edition watch bands with dynamic Pride watch faces in support of the global LGBTQ+ community and equality movement. Among the advocacy organizations Apple is supporting include The Trevor Project, Equality Federation Institute, Equality North Carolina, Equality Texas, Gender Spectrum, GLSEN, Human Rights Campaign, ILGA World, The National Center for Transgender Equality, and PFLAG, among others.
Dr. Martens’ 1461 Pride shoes come in a sleek white color with a rainbow stripe on the side. This year the brand is donating $200,000 to The Trevor Project in honor of the collection.