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10 brands that truly support the LGBTQIA+ community

When it comes to Pride Month, rainbow washing is always around the corner

10 brands that truly support the LGBTQIA+ community When it comes to Pride Month, rainbow washing is always around the corner

Brand activism became a confirmed phenomenon in 2021. While in the past there were few brands that publicly and above all vocally respected certain values and principles, today all companies across the board are in favour of progressive and inclusive principles. Whether it's feminism, social injustice or sustainability, though, it's much easier to post slogans or black squares on IG, rather than actually doing something to fight injustice and serious problems - especially if it's Pride Month. Almost every brand, in fact, changes its logos on the occasion of the anniversary, yet very often the logo is the only thing that changes: we can talk of rainbow washing, in fact, in all those cases where support for the LGBTQIA+ cause remains only a marketing tool without really translating into concrete help. Fortunately, the society in which we live is made up of consumers who are much more attentive than in the past and there are many companies that today play a fundamental role in supporting organizations that fight for LGBTQIA+ rights. 

To get some clarity in the hub of campaigns and initiatives activated for Pride 2021, nss magazine has listed below 10 brands that are actually doing something to support the LGBTQIA+ community.

#1 Converse

On the occasion of the sixth collection dedicated to Pride Month, this year Converse decided to celebrate the path to self-acceptance and happiness, through a footwear capsule and apparel that reinterprets the colourway of the most famous models of the brand, including the Run Star Hike, in a rainbow key. Since the release of the first Pride collection in 2015, Converse has donated over $1 million in support of LGBTQIA+ organizations around the world, proving the concreteness of its commitment. This year Converse will donate part of its funds to It Gets Better Project [IGBP], in a project that wants to invite users to share their journey to happiness on TikTok and Twitch for Pride Month.

#2 Balenciaga

Balenciaga decided to insert his pride capsule into his FW21 collection in a fairly strong statement, which made its debut last April. The capsule consists of a series of basics such as hoodies. T-shirts, caps and underwear that, in a very Gvasaliano style, transform gap's famous branding into "Gay" I add the words Pride at the bottom. 15% of the proceeds from this collection will be donated to The Trevor Project, a charity founded in 1998 to address the problem of suicide in the LGBTQIA+ community.

#3 Apple

Apple has received a 100% rating each year in Human Rights Campaign (HRC)'s Corporate Equality Index over the past 18 years. This year, on the occasion of the Day Against Homophobia on May 17, the brand presented the new Apple Watch Pride Edition band with a dynamic dial, incorporating a wider set of colours inspired by multiple Pride flags representing the diverse LGBTQ+ community throughout its rich history. And, along with this initiative, the brand's financial commitment to the most important LGBTQIA+ organizations will continue, including Encircle, Equality North Carolina, Equality Texas, Gender Spectrum, GLSEN, Human Rights Campaign, National Center for Transgender Equality, PFLAG National, SMYAL and The Trevor Project in the United States, as well as ILGA World internationally. Among other things, activist Dominique Morgan of the GLSEN project was the official face of the campaign to present the new Apple Watch.

#4 Calvin Klein

In this year's traditional Pride Month campaign, Calvin Klein brought together six protagonists united by the passion and commitment to the LGBTQIA+ community of which they are part. The brand's six new ambassadors have recounted and shared their experiences in a series of short movies but the documentation and representation work carried out by the campaign doesn't mark the end of the brand's commitment. Calvin Klein has announced a two-year partnership with The Trevor Project, the world's leading youth suicide prevention organization in the LGBTQIA+ community. The brand will use its platforms to make known the tools made available by the organization and will actively strive to promote the inclusion of the LGBTQIA+ community. In addition, Calvin Klein will also bring his support to the ILGA (International Lesbian and Gay Association) association for the defence of the rights of members of the LGBTQIA+ community. 

#5 Versace

Versace and Lady Gaga joined forces to create a capsule collection to celebrate two very special events: Pride Month and the 10th anniversary of the release of Born This Way. The result of this partnership consists of a unisex T-shirt (in black and white) and a cap, both decorated with the brand logo in the rainbow version. Along with these limited edition items, Versace will auction off a replica of the iconic leather jacket gaga wore during her world tour and donate the proceeds to the Born This Way Foundation, which will also receive 30% of the revenue from the sale of the t-shirt and cap. 

#6 Levi's

Levi's is a brand that has long been committed to supporting the LGBTQIA+ community and this year's Pride collection has focused, as well as on the graphics and colours of the rainbow that can be freely customized, on the in-depth study on the issue of correct pronouns to use in addressing community members. The brand will donate part of its revenue to the OutRight Action International project that is committed to supporting the civil rights of the LGBTQIA+ community worldwide.

#7 Savage x Fenty

60 items of unisex underwear in green, orange and purple that include boxers, bras, crop tops, tuxedo jackets and accessories and worn by an inclusive cast including models Jazzmyne Robbins and Jazzelle Zanaughtti, Dexter Mayfield and former The RuPaul's Drag Race contestant Gigi Goode. Sales revenue will help five LGBTQIA+ wellness-focused organizations, including GLAAD, The Audre Lorde Project, The Caribbean Equality Project, INC, TransLatin@ Coalition, and Trans Wellness Center.

#8 UGG

UGG's project for Pride 2021 was one of the best thought of the year: firstly because it took place with the collaboration of the Pacific Pride Foundation; secondly, because it had the interesting idea of revisiting the idea of the school dance, that is, a typically heteronomy American tradition; third and final because its main face was that of Lil Nas X, along with those of Hari Nef, Maya Samaha and Jordun Love along with Pacific Pride Foundation members Mads Hamilton, Sky Limon, Roz Borah and the Brown family. The genderless capsule designed for the occasion also includes clothing but its highlights in footwear and, for each Stripe Slide Disc that will be sold, the brand will donate $25 to GLAAD, one of the leading LGBTQIA+ community rights organizations.

#9 Tiffany & Co. 

Tiffany & Co. Pride 2021 campaign is entitled Stand for Love and explores the lives and identities of members of New York's LGBTQIA+ community with a short movie. In addition, the brand, through its LGBTQIA+ Employee Resource Group, has made charitable donations to both the Ali Forney Center and SAGE and will continue to be a community resource. Recently, among other things, Tiffany & Co. had sent a powerful message in support of the community by releasing the first engagement rings for men.

#10 Lego

The iconic toy manufacturer has created a new set for this year's Pride under the title Everyone Is Awesome. Built with a total of 346 pieces, the set is 10 cm tall and includes 11 monochrome figurines with different hairstyles and rainbow colours. On the occasion of the release of the set, the brand partnered with Workplace Pride, Stonewall and Open for Business to define strategies to support employees who are part of the LGBTQIA+ community. In addition, Lego's support has also extended to the British charity, Diversity Role Models, which works to educate children on issues related to cohabitation, the development of empathy and the importance of diversity.