Strategy June 04, 2020
Pride Month Merch With Charitable Focus Abounds
While COVID-19 has impacted celebrations, there’s no shortage of cause-supporting branded merchandise.
Social distancing mandates resulting from the coronavirus pandemic have forced the postponement, cancellation or virtualization of parades and other events for Pride Month (June), but an abundance of branded merchandise celebrating the LGBTQ+ community is still hitting the market.
The Mickey Mouse Icon Rainbow Tumbler is part of Disney’s 2020 pride collection.
Mega brands like Nike, Under Armour, Dockers, Converse and Disney have all released special pride-themed products. Meanwhile, everyone from politicians and virtual pride events to media outlets and craft breweries have debuted new pride-focused swag.
Dockers’ “Always Proud” collection features three unisex styles: a T-shirt, a tank top and rip-stop cotton drawstring shorts. As part of Pride Month, Dockers is making a donation to the Stonewall Community Foundation, a nonprofit that focuses on strengthening the LGBTQ+ community.
In 2019, some brands received strong criticism for selling pride merch, but failing to take concrete action that in some way benefited the LGBTQ+ community. This year, brands are, in general, making a more conscientious effort to ensure their pride merch initiatives help fuel the cause of equality for LGBTQ+ people. The Trevor Project, a nonprofit that combats suicide and offers crisis intervention among LGBTQ+ young people, even compiled a list of product partners that are supporting the cause.
Under Armour’s “United We Win” pride collection features T-shirts (like the one seen above), tank tops, sliders, sunglasses, a tumbler, socks and Phantom unisex sneakers, all bearing a tie-dye theme. This year, the fitness brand is giving back to the LGBTQ+ community through the UA PRIDE Grant Program.
The Rainbow Disney Collection includes everything from T-shirts, fanny packs and key chains to plushie toys, backpacks, sunglasses and more. In recognition of Pride Month 2020 and its collection, Disney is donating $100,000 to GLSEN, an education organization working to create safe and inclusive K-12 schools for LGBTQ+ students.
Converse released its 2020 pride collection on May 29. It includes sneakers, hats and other products with color schemes inspired by flags that represent different segments of the LGBTQ+ community. Over the last five years, Converse has raised more than $1 million for LGBTQ+ organizations. This year, the brand’s pride efforts will benefit the It Gets Better Project (IGBP), Ali Forney Center, BAGLY and OUT MetroWest.
The Pride Chuck Taylor All-Star Sneaker.
While some pride events have gone virtual this year, they’re not abandoning the branded merch. San Francisco Pride’s celebration will be online on June 28 and June 29, but there’s still merchandise. This year marks the 50th anniversary of the event. The branded merch reflects that, with T-shirts, tank tops, hooded sweatshirts and more bearing messaging that says “SF Pride 50 1970 – 2020.”
Tank tops from the 2020 SF Pride collection.
PinkNews, a United Kingdom-based online newspaper marketed to the LGBTQ+ community in the U.K. and worldwide, is hosting Pride For All, a four-day-long event tied to Pride Month that features discussion, performances and a virtual march. As part of the Pride Month initiative, PinkNews has debuted a Pride For All clothing collection. It includes the below shirt that spins a pun on 2020 quarantines.
This tee is part of PinkNews’ Pride For All Collection.
On the political front, Joe Biden, the frontrunner for the Democratic nomination for president, has released pride-themed merchandise that includes T-shirts, buttons and stickers. Made-in-the-USA, the items are union-printed.
