Denim native brands are reinforcing messages of equality, unity and love with special collections for Pride Month. The month of June has become an opportunity for apparel brands to give back and connect with the LGBTQ community and supporters.
Each year Levi’s shows its support for the LGBTQ community through donations and with a Pride collection. For Pride 2018, the brand launched a video series in tandem with its Pride products that share the real-life stories of LGBTQ pioneers and activists. “It’s a way to increase visibility, get more people involved in the push for equality and give back,” the company said on its website.
Levi’s collection includes the Pride Community Trucker jacket with “I have seen the future” and a rainbow shooting star embroidered across the back, pride logo T-shirts and rainbow-themed belts, suspenders, kerchiefs and tube socks.
Hollister debuted two super skinny denim shorts with rainbow heart patches and rainbow stripe details inside the cuff. Part of the Hollister + GLSEN Pride Collection, 100 percent of the proceeds from sales of the shorts will be donated help ensure safe schools for all, regardless of sexual orientation, gender identity or gender expression. Other items in the line include graphic tees with rainbow tigers and checkerboard patterns, flip-flops and swim trunks.
H&M is donating 10 percent of sales from its “Pride Out Loud” collection to UN Free and Equal campaign for equal rights and fair treatment for LGBTQ people. T-shirts, hoodies and a jean vest with “Lover not a fighter” are among the items in the collection.
Target’s Pride offering spans T-shirts and a unisex jean jacket decorated with printed rainbow ribbon across the back, to novelty enamel pins and children’s button-down chambray shirts.
Other apparel brands focused on summer-friendly tees and accessories. Gap rolled out rainbow-hued “We are one” T-shirts for men, women and children, as well as a shopper tote and baseball cap. American Eagle Outfitters released a collection of Pride tops with messages like “The Future is Equal” and “Free to Be Me.” American Apparel unveiled a T-shirts with “All Pronouns Welcome” written on it.
Online retailer Asos partnered with GLAAD, the media monitoring organization founded by LGBT people in the media, to launch a capsule collection of “Unity” T-shirts that benefit the organization. The brand will donate 25 percent of all proceeds from the collection to GLAAD initiatives.