Pride Collections Focus on Year-Round Designs, Giving Back
June is Pride Month and brands are celebrating the occasion with products that support LGBTQIA+ organizations.
For its eighth consecutive Pride collection, Levi Strauss & Co.’s Dockers brand focused on year-round designs.
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The brand tapped six LGBTQIA+ creatives to model the all-gender pieces for the Dockers Global Pride campaign. The five-piece capsule collection includes two T-shirts, a tank top, a crewneck sweater and pull-on shorts in the brand’s signature khaki colors.
Multicolored sunburst graphics “inspired by letting one’s light shine” and embroidered American Sign Language symbols for “peace” and “I love you” feature on select styles. Each graphic is meant to convey the peace and joy that can be found in freely expressing love and individual identity, Dockers stated.
“Pride is such an inclusive expression that should be celebrated year-round, so we wanted this year’s collection to reflect that,” said Nic Rendic, Dockers’ global head of design. “Whether you’re loud and proud or more laid back, these pieces are made to be versatile and comfortable to fit with any kind of look, and to celebrate Pride in a meaningful way before, during and after June.”
Dockers is continuing its partnership with Stonewall Community Foundation throughout 2023 on initiatives that benefit LGBTQIA+ individuals across the nation. This year the brand also contributed funds to a Mexico City-based shelter called Casa Frida, which provides health services and accommodations to members of the LGBTQIA+ community who are escaping from extreme violence and displacement.
Nautica introduced a Pride collection that gives back.
The collection offers T-shirts, polos and swim trunks available in sizes S-XL. Items are adorned with rainbow-hued versions of its logo and signature sail motif.
Throughout May and June, Nautica will donate 50 percent of proceeds raised from the Pride collection to The Trevor Project, an organization that provides support for mental health and raises awareness about the dangers faced by LGBTQIA+ youth.
American Eagle collaborated with model and TikTok star Olivia Ponton on a line of genderless Pride gear.
Highlights include high-waisted shorts, a jean jacket with rainbow seams, and a T-shirt with a moon-inspired graphic and the message “Not a phase.” The collection also includes a hat and a tote bag with “Totes gay” embroidered on the side.
As part of the collaboration, Ponton is highlighting American Eagle’s pride campaign and collection to her 3.2 million followers on Instagram and 7.9 followers in TikTok. In the videos, Ponton shares how she is getting ready for Pride and how being part of and supporting the LGBTQIA+ community is meaningful to her.
To further support the community, American Eagle is continuing its charitable partnership with the It Gets Better Project, an organization with the mission to uplift, empower, and connect lesbian, gay, bisexual, transgender, and queer youth.
As the organization’s largest donor in history, American Eagle is donating $100,000, while also giving customers the opportunity to support the cause through donations during the month of June online and in-stores.
Calvin Klein’s pride collection spans underwear styles featuring rainbow color palettes, bold color-blocking and mesh fabrications. Gender-fluid pieces like a mesh top combines the brand’s logo and the phrase “This Is Love.”
The collection is part of a larger campaign called “Let It Out” starring actors Amandla Stenberg and Brandon Flynn. Calvin Klein said the campaign captures the energy of Pride while “each talent shows off their personalities as they release their inhibitions and connect with their sensuality.”
The PVH Corp.-owned brand has committed over $220,000 to NGOs including PFLAG National, ILGA World, Transgender Law Center and more so far this year. Additionally, Calvin Klein Australia and the PVH Foundation donated $55,000 to BlaQ Aboriginal Corporation this year.
Calvin Klein dropped two limited-edition T-shirts designs in support of ILGA World and Transgender Law Center. Featuring the phrases “Empower Each Other” and “Show Up For Trans Youth,” the brand said the tees reflect its support of these organizations in their efforts toward LGBTQIA+ advocacy, equity and safety.
Mavi launched its “Love Without Rules” pride tote bag benefiting the Ali Forney Center. Arkun Durmaz, Mavi North America president, said the bag reflects Mavi’s ongoing commitment to equality.
Mavi will donate 100 percent of net proceeds from each tote bag to support the non-profit organization’s year-round programming and resources. The $24 tote is available now on Mavi’s website.
