25 brands that are giving back for Pride Month
Put your money where your Pride is
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Pride Month may look different this year due to the novel coronavirus (COVID-19) but just because many parades and related celebrations around the country have been canceled doesn’t mean you have to sit this one out.
If you’re still jonesing for that rainbow connection, there are a number of ways you can continue to show your support for LGBTQ+ causes (yes, even in quarantine). As is tradition, many major retailers have been dropping Pride-themed merchandise throughout the month of June to capitalize on its historic significance. But just because a brand is willing to slap a rainbow on something—a practice that’s been likened to “pinkwashing” and roundly criticized in recent years—doesn’t mean it’s actually queer-friendly.
The bottom line? If you’re shopping for Pride Month 2020, you want to make sure you’re spending money on companies that have shown a genuine commitment to love, diversity, and inclusivity. Here are 25 brands that are giving back in meaningful ways this year by teaming up with nonprofit organizations that strive to amplify LGBTQ+ voices and deliver vital resources to those in need.
Adidas is a major contributor to The Trevor Project, the world’s largest LGBTQ+ suicide prevention and crisis intervention organization for at-risk youth. With this year’s Pride collection, you can grab everything from shoes to fanny packs. While individual purchases don’t directly convert to donations, the brand’s history of dedicated advocacy makes it a great one to support right now.
Apple’s commitment to the LGBTQ+ community extends far beyond Pride Month. With openly gay CEO Tim Cook at the helm, the brand has made it a mission to embrace diversity and inclusivity all year round. However, Apple always gives us something extra-special to look forward to every June with its Pride Band collection. The company also donates to a number of relevant organizations, including The Trevor Project, Encircle, The National Center for Transgender Equality, and others.
For the fourth year in a row, ASOS has joined forces with GLAAD—an organization founded in 1985 in response to the HIV/AIDS epidemic which has since focused on LGBTQ+ advocacy in the media—to deliver a stellar fashion collection that's intended for all body types. As with previous years, all proceeds will go to benefit GLAAD, so if you end up rocking one of these two-piece sets or oversized tie-dye shirts, you can feel good knowing that your dollars went to benefit an excellent cause.
For Pride this year, Bliss is expanding upon its partnership with The Trevor Project by donating 100% of the proceeds from its classic Makeup Melt Wipes to the organization up to $40,000. It’s a small-but-impactful purchase, especially if you’re planning to splurge on new cosmetics this month.
Bombas is giving us an excuse to pamper our feet this month courtesy of this Pride collection, which includes socks in tie-dye, animal print, and an assortment of other styles. For every pair you purchase, the company will donate a pair to someone in need through The Ally Coalition, which provides essential resources to nonprofits supporting LGBTQ+ youth.
6. Brew Dr. Kombucha
Beginning in late May, Brew Dr. Kombucha began offering its signature Love kombucha with a colorful twist: limited-edition rainbow-wrapped bottles and cans. In addition, each wrap also comes with the lifeline number to The Trevor Project printed directly on it. This is the second year the brand has partnered with The Trevor Project for Pride Month.
7. Boy Smells
Co-founded in 2016 by real-life partners David Kien and Matthew Herman (in their kitchen, no less), Boy Smells focuses on candles and intimate apparel that embraces the full gender spectrum. The company is committed to making a donation of $26,500 to The Trevor Project and all proceeds from this year’s Pride collection—which puts a rainbow-inspired spin on these homemade candles—will contribute to it.
You can get all kinds of sequined, colorful kicks from Converse this month, as the brand honors the five-year anniversary of its annual Pride collection with some of its most festive footwear yet. Over the course of those five years, Converse has also donated more than a million dollars to a slew of LGBTQ+ organizations, including the It Gets Better Project, which was inspired by activist and podcast host Dan Savage and his partner Terry Miller, and strives to improve the lives of young adults. In addition, the brand donates to BAGLY, OUT MetroWest, and other nonprofits committed to the community. Converse has pledged to donate $100,000 this year in honor of Pride Month.
You might not be going to Disneyland any time soon but you can still feel the spirit of the brand à la the Rainbow Disney collection. With more than 50 products to choose from, including stuffed animals, T-shirts, and more, Disney’s products are fun and age-appropriate for the whole family. The brand has also pledged $100,000 to GLSEN, which benefits LGBTQ+ students from grades K-12 and helps to make schools more inclusive and queer-friendly.
10. Doc Martens
Doc Martens never truly go out of style, but right now, they’re enjoying a major resurgence among 90s-loving influencers. You can stay on-trend—and help improve the lives of LGBTQ+ youth—with a pair of the brand’s 1460 boots, which were on the receiving end of a very Pride-ful makeover this month. Even better, the company is donating $25,000 toward The Trevor Project, so there’s even more to love about shopping this collection.
Through the end of the month, Kate Hudson’s athleisure brand, Fabletics, is offering three rainbow-inspired outfits. While it is something of a bummer that these items aren’t made to fit all body types, we do like the brand’s commitment to working with the It Gets Better Project. As it turns out, 10% of the proceeds from these outfits will go to benefit the organization, with Fabletics pledging to donate at least $25,000.
When co-founders Isabella Giancarlo and Laura Kraber started Fluide in 2018, they aspired to create a new kind of beauty experience for queer folx everywhere. Their makeup runs the gamut from lipsticks and glitter to nail polish and is intended for humans of all gender expression. Right now, the brand is working with the Marsha P. Johnson Institute—a nonprofit created to advocate for and amplify voices within the Black transgender community—with 10% of sales from its Proud Together set going to benefit the organization.
13. Harry’s Razors
Need a new set of razors? Harry’s is offering a limited-edition shaving set from artist José Roda. Before you immediately cringe and wonder if this is just another corporate attempt to cash in on Pride in any way possible, here’s the good part: 100% of the profits from this set will go to benefit The Trevor Project. Translation? It will be money well spent.
14. Kate Spade
Whether you’re shopping for a new bag or jewelry, Kate Spade’s newly released Rainbow Shop collection could be your new favorite. The brand is also giving $25,000 to The Trevor Project, so you’ll make a difference for those in need and look stylish to boot.
When your skin needs a pick-me-up, Kiehl’s is the go-to brand to shop for many beauty lovers. In celebration of Pride Month, the company’s taking it one step further, however, by donating $100,000 to The Trevor Project. This isn’t tied to any direct Pride collection—this is just from their regular business, which makes Kiehl’s one of the most LGBTQ+-friendly skincare sources around.
16. MAC Cosmetics
MAC has an incredible history of supporting the LGBTQ+ community. Last year, it pledged to donate $500,000 to GLAAD over the course of two years in honor of the 25th anniversary of its iconic Viva Glam lipstick. In the past, 100% of the proceeds of Viva Glam went to support those living with HIV/AIDS, but in light of the COVID-19 pandemic, MAC has made a $10 million donation to help aid relief efforts in communities of color that have been disproportionately impacted by the crisis. The brand is continuing its commitment to the LGBTQ+ community too, though: For a limited time, you can get a Pride-inspired lipstick case and other goodies when you shop its collection.
ModCloth is primarily known for its retro-inspired apparel, footwear, and accessories, and throughout the month of June, the brand is giving 10% of each sale from select styles in its Pride collection to The Trevor Project to benefit the organization’s life-saving services.
Glam it up in quarantine and make the most of Pride Month in the process with Morphe’s Free to Be You collection. This isn’t a huge line—there are only four curated items in it, including a palette, lip gloss, brush set, and setting spray—but 100% of the net proceeds from items sold during June and July will go to benefit GLSEN.
Ever since Nike’s BeTrue collection hit the scene in 2012, it’s been a highlight for the company. Last year, Nike paid homage to Gilbert Baker, the late artist and activist who designed the now-iconic rainbow flag back in 1978. This year, the brand is offering an assortment of items, including sandals, sneakers, T-shirts, and more. Nike plans to donate $500,000 to up to 20 LGBTQ+ organizations via the Charities Aid Foundation of America.
For athletic gear like compression shorts, leggings, sports bras, and more, Peloton’s Pride collection is definitely worth a look. While certain styles have sold out quickly, the brand is restocking several items, which should be good news to anyone who missed the first slew of releases. It is Peloton’s support of the LGBTQ+ community, however, that commands the most attention. The brand has pledged to donate $100,000 to the Ali Forney Center, a nonprofit dedicated to providing aid to homeless LGBTQ+ youth. In addition, 20% of sales up to $25,000 from the brand's Pride wares will go to benefit the AFC through the month of June.
If you’re always dropping your phone or looking for an easier way to watch videos, PopSockets are the way to go. These easy-to-use hand grips come in a ton of styles, and for Pride Month, the brand is offering three rainbow-themed options to choose from. Not only that, but 50% of every sale from the line will go to benefit The Trevor Project until the end of June.
At the start of June, Puma rolled out its From Puma With Love pack, which features activewear inspired by LGBTQ+ activist and model Cara Delevingne. The brand plans to donate 20% of proceeds from the line—up to $250,000—to the Cara Delevingne Foundation, which supports charities like MindOut, which offers critical mental health and wellness support to LGBTQ+ communities, as well as GLAAD and The Trevor Project.
Pride doesn’t end in July for Teva, as it does for so many other companies. This popular shoe brand—most widely known for its instantly recognizable sandals—plans to keep the rainbow-accented version of its distinctive platforms available for sale throughout the entire year. Along with these Pride sandals, Teva’s pledged to donate $20,000 to the It Gets Better Project to help the nonprofit continue to grow its community.
Prior to quarantine, UGG’s popular Fluff Yeah Slides might have seemed a little impractical, given their high price tag. With comfort at the forefront of most of our minds, however, there’s never been a better time to give these sandal-slipper hybrids a gander, especially with their cute new Pride-inspired color schemes. UGG is making it even harder to resist them by committing $125,000 of the proceeds from this collection to GLAAD.
With prices starting at $10, the Zenni Pride collection is an affordable way to bring some pizzazz to your overall vibe this summer. While the final price of your frames is dependent on the type of lenses you choose, you can feel good knowing that 100% of the proceeds will be donated to the It Gets Better Project. (Pst: If you follow #SeeMoreLove on social media, you can take a glimpse at how other people are wearing these glasses, or just use it as an opportunity to show off your own new specs.)
Prices were accurate at the time this article was published but may change over time.