25 brands that are giving back for Pride Month

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, it 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.

Pride Month: Wir stellen Kollektionen vor, die etwas bewirken wollen

Happy Pride Month! Diese Pride-Kollektionen sind nicht nur farbenfroh anzusehen, sondern bewirken auch etwas Gutes.

Der Monat Juni steht ganz im Zeichen des „Gay Pride“, denn 1969 begannen zu dieser Zeit des Jahres in New York die sogenannten „Stonewall Riots“ – Aufstände, die den Beginn der LGBTQI+ -Bewegung markierten. 2019 jährten sie sich zum 50. Mal, weshalb besonders viele Aktionen und Events an die AktivistInnen von damals, ihre Errungenschaften und die Ziele erinnerten, die in Sachen LGBTQI+-Rechte noch erreicht werden müssen. 

In diesem Jahr hätte das ähnlich sein können, denn ein Jahr nach den Riots fand der erste Christopher Street Day statt (benannt nach der Straße, in der die berühmte Bar Stonewall Inn liegt, von der die Aufstände ausgingen). Leider wurden aber wegen der Corona-Pandemie die Feierlichkeiten und Demonstrationen im Pride Month 2020 eingeschränkt (und fanden oft digital statt), doch seine Wichtigkeit ist uns gerade jetzt, in einer Zeit, in der so vieles im Umbruch ist, besonders bewusst. In den vergangenen Jahren nahm auch die Modewelt immer stärker Anteil am “Pride” und feierte ihn mit einer Vielzahl von limitierten Kollektionen, deren Erlöse an Organisationen flossen, die für die Rechte der LGBTQI+-Community eintreten. Das ist auch dieses Jahr der Fall: Wir stellen deshalb Kollektionen vor, mit denen man wortwörtlich Flagge zeigen – und sich für eine bessere Zukunft einsetzen – kann.

Pride Month: Wir stellen Kollektionen vor, die etwas bewirken wollen

Official Photos of the adidas Ozweego “Pride”

adidas will be once again celebrating LGBT Pride Month with a brand new collection, which looks to include the adidas Ozweego adiPRENE silhouette.

This iteration of the shoe features a primarily Off-White upper constructed in a mix of mesh and suede. Clean White laces with Orange and Yellow appearing on the tongues atop a vibrant gradient rainbow pattern on its midsole. As a nod to National Pride Month, its insoles read “Love Unites” in the same rainbow pattern.

Official Photos of the adidas Ozweego “Pride”

adidas Originals Unveils Their 2020 “Pride” Collection, Including the New Carerra Low

adidas’ Pride collection is back for 2020, to be released this Summer for Pride month, celebrating the LGBTQ+ community around the world. This year, they’ve got some choice silhouettes in the collection, including the Ultraboost S&L and Nite Jogger, coming in June.

The new adidas Pride collection is the brand’s most interesting offering celebrating the LGBTQ community. Every year ahead of Pride Month in June, adidas unveils a collection of footwear (and usually some apparel) painted in colorful hues in a representation of the rainbow Pride flag. The project has amassed a lot of attention in the past few years, as the brand began to inject more popular silhouettes into the collection, another goal they managed to hit with this year’s releases. Debuted today, the 2020 adidas Pride collection starts off with some silhouettes we know and love, namely the Ultra Boost S&L in a simple black & white look with colorful stripes, as well as a white Nite Jogger with leather overlays in rainbow tones. Other highlights include new Pride colorways of the Stan Smith and Superstar, while a simple Pride Adilette is also present. Additionally, the Pride 2020 collection will be a vehicle for the return of another classic adidas Originals silhouette, the Carerra. Last released in 2006, the Carerra was a sleek running silhouette constructed from canvas and suede, before the adidas team pulled it from the archives and reworked it for modern-day. While the layered leather upper clearly takes inspiration from its predecessor, the look is still noticeably thicker and larger, thanks in part to the AR Trainer midsole it is mounted on. The adidas Carerra Low will launch in two mostly-white colorways for the Pride collection, both featuring embroidered adidas logos in rainbow colors.

adidas Originals Unveils Their 2020 “Pride” Collection, Including the New Carerra Low

Adidas Originals präsentiert Pride 2019 Kollektion

Gute Zeiten, schlechte Zeiten – so lassen sich die Kollektionen beschreiben, die bisher rund um die bevorstehenden Pride-Monate lanciert wurden. Den Tiefpunkt lieferte die Supermarktkette „Marks & Spencer“ ab, die ein LGBT-Sandwich anbietet. ‚LGBT‘ steht in diesem Falle für Lettuce, Guacamole, Bacon und Tomato. Das finde ich schon irgendwie cheesy, um beim Lebensmittel-Slang zu bleiben, wobei auch die Frage entsteht, inwieweit Pride-Kollektionen überhaupt Sinn ergeben, wenn nicht zumindest Teile des Umsatzes an LGBT-nahe Organisationen geht. Auf der anderen Seite sorgen Regenbogen auf Schuhen und Shirts für notwendige Sichtbarkeit und setzen ein Zeichen für Toleranz.

Adidas Originals feiert auch in diesem Jahr den Pride mit einer bunten Pride Kollektion. Der Gewinn geht zu Hundert Prozent an den Hersteller – schade eigentlich, erfreut sich das Label doch in der Community größter Beliebtheit …Nichtsdestotrotz bietet die Pride Kollektion von adidas Originals die Möglichkeit, ein subtiles Zeichen zu setzen – und das auch nicht nur beim örtlichen Pride Kollektion umfasst Interpretationen des adidas Continental 80, der Adilette und des UltraBOOST 19 – doch klickt Euch einfach durch die Galerie:

Dass wir den Regenbogen automatisch mit der LGBT-Community in Verbindung bringen, verdanken wie übrigens Gilbert Baker. Der Aktivist der Lesben- und Schwulenbewegung entwarf 1978 die Regenbogenfahne als deren weltweites Symbol und – heute unvorstellbar – ließ sich das Muster bewusst nicht schützen. Die Inspiration für lieferte angeblich Judy Garlands Song „Over the Rainbow“.

Adidas Originals präsentiert Pride 2019 Kollektion

All Premium Embroidery

the cutest, simplest, and our premium embroidered designs

Gay Pride Apparel is a first generation Mexican-American & LGBTQ+ owned brand focused on empowerment, pride, and authenticity for year-round pride.

We make high-quality products for all identities. We have been trusted with over 16,000 orders in two short years of being around & we are proud of every single order! 

1. Adidas

Adidas is a major contributor to 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

2. Apple

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 collectionEncircleThe 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. 

5. Bombas

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. 

8. Converse

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 will donate to BAGLYOUT MetroWest and other nonprofits committed to the community. Converse has pledged to donate $100,000 this year in honor of Pride Month. 

9. Disney

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. 

12. Fluide

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. 

15. Kiehl’s

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. 

19. Nike

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. 

20. Peloton 

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.

22. Puma

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.

Celebrating the 50th Anniversary of Gay Pride events.

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Ralph Lauren

Schon seit drei Jahrzehnten unterstützt Ralph Lauren die Rechte der LGBTQI+-Community mit Aktionen und Spenden. 2020, zum 50. Jubiläum des Christopher Street Days, launcht die Marke eine zehnteilige, genderneutrale Polo-Pride-Kollektion. Für jedes verkaufte Stück fließt ein Teil des Erlöses an LGBTQI+-Organisationen weltweit. In Zusammenarbeit mit der “Stonewall Community Foundation” wurden dabei Anliegen ausgewählt, die besondere Unterstützung brauchen, wie etwa der Schutz von Transpersonen of Colour. In der zur Kollektion gehörigen Kampagne unter dem Motto “We Stand Together” ist unter anderem Indya Moore (Star der Netflix-Serie “Pose”) neben weiteren starken Stimmen der LGBTQI+-Community zu sehen, die sich selbst in Porträts und Videos inszenierten. Hier geht’s zur Kollektion.


Levi’s feiert den Pride Month mit “Self Evident Truths”, einem Fotoprojekt des Aktivisten iO Tillett Wright, das 10.000 Personen vorstellt, die sich nicht als heteronormativ bezeichnen. Die Erlöse der Kollektion, die damit vorgestellt wird – bestehend aus T-Shirts, Jacken, Accessoires und Chaps (!) – gehen zu 100 Prozent an “OutRight Action International”, eine Organisation, die regional, national und international Menschenrechtsfälle in der LGBTQI+-Community untersucht und dokumentiert. Es handelt sich um die einzige LGBTQI+-Organisation, die eine ständige Präsenz im Hauptsitz der Vereinten Nationen in New York hat. Hier geht’s zur Kollektion.


Diesel launchte zum Pride Month eine 49-teilige Kollektion (unter anderem Beachwear), die von Harlow MonroeSofia MalamuteStella LuciaKai Isiah JamalSaro und Ian Isiah – sechs starken Stimmen der LGBTQI+-Community – kreiert wurde. Für die dazugehörige Kampagne, die während der Corona-Einschränkungen entstand, fotografierten sich die ProtagonistInnen selbst zu Hause. Mit der Capsule Collection werden zwei Projekte unterstützt: das “SF LGBT Center” (San Francisco Lesbian Gay Bisexual Transgender Community Center) und “TGEU” (Transgender Europe). Hier geht’s zur Kollektion.

Zusätzlich stellte Diesel den Kurzfilm “Francesca” mit Model Harlow Monroe in der Hauptrolle vor, der die Geschichte einer Selbstfindung erzählt – mit überraschendem Ende. Mehr dazu hier:

Calvin Klein

Calvin Klein stellt im Pride Month mit seiner Kampagne #PrideInMyCalvins, die von Ryan McGinley fotografiert wurde, neun Stimmen aus der LGBTQI+-Community vor, alle mit einer einzigartigen Geschichte, die sie in eindrücklichen Videos erzählen. Mit dabei ist unter anderem Chella Man, der als erster gehörloser Trans-Mann einen Vertrag von der renommierten Modelagentur IMG bekam. Außerdem unterstützt die Modemarke ganzjährig gleich mehrere Organisationen und Initiativen, unter anderem den „COVID-19 LGBTQI Global Emergency Fund“, der von der Krise betroffene Menschen unterstützt; und die “onePULSE Foundation”, die nach dem Attentat auf den queeren Nachtclub PULSE in Florida 2016 den Bau eines Erinnerungszentrums vorantreibt. Diesel-Produkte im Regenbogen-Design finden Sie hier und die Videos der Kampagne sind hier zu sehen.


Versace unterstützt mit einer limitierten Capsule Collection (unter anderem Activewear) zwei Organisationen: In den USA wird ein Teil der Einnahmen an “Pride Live” fließen, das von der Coronakrise betroffene Menschen aus der LGBTQI+-Community unterstützt. Donatella Versace selbst ist offizielle Stonewall-Botschafterin der Organisation. In Europa fließen Spenden an “Arcigay”, das gesetzliche Vorhaben zur Gleichberechtigung und zum Schutz von LGBTQI+-Angehörigen vorantreibt. Hier geht’s zur Kollektion.


Etro unterstützt die LGBTQI+-Community mit zwei neuen, limitierten Versionen der “Pegaso Bag”, mit Regenbogenelementen und einer Schnalle in Form eines geflügelten Pferdes (das Symbol des Modehauses). Dabei gehen 20 Prozent des Verkaufserlöses an “Casa Arcobaleno”, eine Unterkunft für Menschen in Mailand, die von ihren Familien aufgrund ihrer sexuellen Orientierung oder einer Geschlechtsumwandlung diskriminiert werden. Hier geht’s zur Kollektion.

Victoria Beckham

Ein limitiertes T-Shirt ist Victoria Beckhams Beitrag zum Pride Month. Es spielt auf George Michaels legendären Song “Listen Without Prejudice” von 1990 an – eine Hymne auf Gleichberechtigung und eine Welt ohne Vorurteile. Von den Einnahmen fließen 25 Prozent an den “The Albert Kennedy Trust”, der sich in Großbritannien für heimatlos gewordene LGBTQI-Jugendliche einsetzt. Hier ist das T-Shirt erhältlich.

adidas Ozweego Pride Release Date

Look for the adidas Ozweego “Pride” to release on June 1st at select retailers and The retail price tag is set at $120 USD.

UPDATE: adidas releases official photos of the “Pride” Ozweego that will be releasing on June 1st.

UPDATE: Here are on-feet photos of the “LGBT Pride” adidas Ozweego adiPRENE that will be releasing later this June.

Trans people face jail for rape if they have sex without sharing their gender history

For a second year running, adidas have announced a range of merchandise to tie in with Pride season across the globe.

Following the success of last year’s collection, this year’s limited-edition collection – named the adidas Pride Pack – again features rainbow-splashed versions of the brand’s classic Superstar design (re-released from 2015), a new twist on the Stan Smith shoe, LGBT Superstar track jacket and pants, t-shirts and vests. Prices start from £21.95 ($31.65/€28.33).

Celebrating equality. The Pride Pack is available now and proceeds from every sale go to @stonewalluk

A proportion of the proceeds from the sale of the Pride Pack will go to UK-based LGBT advocacy group Stonewall, which has campaigned around greater LGBT acceptance in sport with its high profile rainbow laces campaign.

In a statement on its Facebook page, adidas said that: ‘Proceeds from all sales will go towards creating a world where every single person can be accepted without exception.’

A Stonewall spokesperson said: ‘Adidas’ Pride Pack is not just stylish, but a strong statement of support for lesbian, gay, bi and trans equality. We are delighted that the brand has chosen to support our work with the proceeds of its latest collection, and that it continues to stand by the side of LGBT people around the world.’

Last week, Converse announced its own range of limited-edition Pride-themed sneakers – although it informed Gay Star Business that no proceeds from the sale of the shoes would be donated to specific LGBTI causes.

Earlier this year, it was revealed that adidas had included a clause within its sponsorship agreements with all athletes clarifying that sponsorship agreements would not be altered in the event of any sports star coming out.

Historically, one reason offered by those in the sporting world as to why more athletes don’t come out is fears over loss of sponsorship.

Adidas US – headquartered in Portland – scored 100 (out of 100) on the most recent Human Rights Campaign Corporate Equality Index.

The adidas Pride Pack is available online. Check out more images below: