Chances are if you plan to partake in shopping at your local mall in the month of June, you will be bombarded by a collection of rainbow inspired storefronts and pride related merchandise. While most corporate branding does much to increase awareness of important issues by use of media alignment to causes- you’ll recognize the pink-washing that occurs in malls in the month of October for breast cancer awareness- it does little to actually support organizations that work with these causes. Instead, many brands use awareness months as an opportunity to capitalize on the sentiment of the public who clad themselves in rainbow regalia to show their acceptance of the LGBTQ community.

Take for example the sportswear brand, Adidas, which releases a yearly pride pack collection featuring popular styles of shoes and apparel outfitted in a rainbow pattern for the occasion. Conversely, the company supports the World Cup to be held in Russia, a country that bans open LGBTQ members from participating. The commodification of awareness contradicts the message that pride marketing tactics connotes during Pride Month.

This is not to say that all brands profit from pride. Macy’s, for example, is the national pride partner of The Trevor Project, a non-profit organization that focuses on suicide prevention in LGBTQ youths through a 24-hour hotline that connects these youths with trained counselors. The brand Levi Strauss & Co. was one of the first retailers to recognize and support the AIDS crisis. Levi’s is now the largest employer of LGBTQ members in the United States and sponsors an employee lead coalition, the AIDS Action Group, which for the past 30 years has continued to raise money and awareness for the HIV/AIDS cause.

This Pride Month we’d like to highlight brands that donate proceeds of pride merchandise to organizations that actually support the cause.

J. Crew

J. Crew X Human Rights Campaign Pride T-Shirt, $35

J. Crew partnered with the Human Rights Campaign Foundation, the largest LGBTQ advocacy and political lobbying organization in the United States, to create the “Love First” tee. 50% of proceeds from the tee will be donated to the organization to aid in their equality efforts.

 

Ikea

Ikea Pride Kvanting Shopping Bag, $4

Ikea is also working with the Human Rights Campaign Foundation and will donate 100% of proceeds from the rainbow edition of their Kvanting shopping bag.

 

Mac

Mac Viva Glam, $18.50

The profits from the #MACLOVESPRIDE collection sponsor 20 pride parades throughout the United States. Mac will also donate $500,000 to GLAAD, an organization that promotes inclusivity and bisexual and transgender issues in the media, in honor of the brand’s Viva Glam 25th anniversary.

 

ASOS

ASOS X GLAAD sweatshirt, $22.50

Online retailer, ASOS, partnered with GLAAD to curate a 50 piece capsule collection that offers a range of accessories and apparel. 100% of net profits will go directly to the organization.

 

Michael Kohrs

Michael Kohrs #MKGO Rainbow Pride T-Shirt, $58

100% of proceeds from the purchase of the #MKGO rainbow logo shirt goes towards the organization, God’s Love We Deliver, which provides free meals to those afflicted with HIV and AIDS.

 

H&M

Pride X H&M bodysuit, $13

10% of global sales from all items within H&M’s Love For All Collection will benefit the United Nation’s Free and Equal Campaign that ensures justice and protection for all on a global scale.

 

Target

Target Pride Gender Inclusive Hoodie, $22

Target pledges to donate $100,000 to GLSEN, an organization whose mission is to create safe and inclusive school experiences for LGBTQ youths, through the sale of items within their #TakePride capsule collection.

 

Fossil

Fossil Pride Watch, watch face and strap sold separately

Fossil partnered with Hetrick-Martin Institute, whose programs center around locating and aiding displaced homeless LGBTQ youths, to create a limited edition pride watch face and strap, with 100% of the proceeds benefiting the Hetrick-Martin Institute.

 

Ralph Lauren

Ralph Lauren #RLPride Cap, $60

In honor of pride, Ralph Lauren created a five-piece gender neutral collection. 100% of the purchase price of the pride graphic tee, and 50% of proceeds from the remaining pieces – hat, tote bag, hoodie, and a polo shirt- will benefit the Stonewall Community Foundation, the largest funder of LGBTQ housing and homelessness organizations in the United States.

 

By: Rachel Ladeby