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At Good Housekeeping, we believe in celebrating Pride not just in June, but year-round. That said, some of this season’s Pride collections are especially irresistible (just look at this denim bag).
But slapping a rainbow on a tee isn’t enough. We shoppers are increasingly looking beyond visibility and asking a deeper question: What happens next month?
“Twenty years ago, simply acknowledging LGBTQ+ consumers was meaningful. Today, we’re looking for evidence that a brand understands the community, supports it in tangible ways, and has earned the right to participate in the conversation,” says LGBTQ+ marketing specialist and SVP of Target 10, Matt Wagner. “Pride is still important, but increasingly it’s the proof of a relationship, not the beginning of one, that matters. The conversation has shifted from visibility to credibility.”
That doesn’t mean brands need LGBTQ+ campaigns running constantly. It means we want evidence of a relationship that exists beyond a quick product drop, whether that’s through long-standing partnerships, community investment, inclusive policies or a more thoughtful understanding of how LGBTQ+ people want to be seen and reflected. The strongest Pride efforts do more than feature a queer celebrity or attach a donation to a limited-edition mesh tank, however irresistible they are. They show some fluency in queer culture, and give people a reason to feel that the brand’s participation is additive, not extractive.
The products below aren’t just colorful. They’re connected to organizations, partnerships, and initiatives that reflect a deeper level of engagement with the LGBTQ+ community. And, fine, yes, they also happen to be pretty cute.
It is a truth universally acknowledged that you can never have enough baseball caps. 100% of proceeds from this hat, which is designed to put queer joy at the fore(head) front–go to the Human Rights Campaign (HRC), one of the nation's leading LGBTQ+ advocacy organizations. We like her too.
While this year's Pride collection takes inspiration from queer motorcycle culture, Levi's commitment to the LGBTQ+ community dates back decades. In 1992, they were the first Fortune 500 employer to offer health benefits to unwed domestic partners, marking an early milestone for LGBTQ+ inclusion in the workplace during the height of the AIDS crisis. Today, Levi's continues that support through its annual Pride collection and ongoing donation to Outright International, a nonprofit dedicated to protecting and advancing LGBTQ+ rights globally. (And P.S. this leathery-looking hat–see, I told ya, you could never have enough–with “we ride together” embroidered on the side–is especially chic). I also high-key want this trucker jacket.
From the brand behind our Kitchen Appliances Lab Director Nicole Papantoniou’s favorite apron, comes a fun twist on a classic. Featuring a “Yas Chef” towel loop, and subtle rainbow straps, a portion of sales supports the Los Angeles LGBT Center's Culinary Arts program, which helps prepare students for careers in the restaurant and hospitality industries.
Abercrombie’s Pride collection is one we look forward to every year. In support of its partnership with Trevor Project, A&F is donating $400,000 to help the organization provide suicide prevention and crisis support for LGBTQ+ young people. Since A&F’s basics always shine, we’re highlighting this ribbed tank with bright embroidery, but the kids Pride collection is awfully cute as well, and so is this vintage-inspired P-Town tee.
From one of our favorite candle brands comes this vibrant beauty with notes of thyme, eucalyptus, rose, and vanilla. A portion of sales from each these supports the Trevor Project.
Designed in collaboration with illustrator Alva Skog, this fanny pack is part of REI's Outside With Pride collection, which spotlights LGBTQ+ artists and representation in outdoor spaces.
This trendy rugby shirt gets points for both style and substance. It’s part of AE’s Pride collection, which includes a $150,000 donation to It Gets Better, a nonprofit dedicated to uplifting LGBTQ+ youth.
Another banger from AE’s Pride collection, these retro tie-dye swim trunks evoke ‘90s vibes, and they happen to be on sale for under $30.
A sweet addition to your arm stack, $5 from each purchase goes to The Trevor Project.
Don’t forget Fido! Petco is also supporting the Trevor Project by donating 10% of sales from its Pride collab (with a minimum of $100,000 promised). There’s plenty for cat parents to enjoy here too.
Beyond these snazzy ears (the bow is removable), Disney’s Pride collection is part of its year-round support of LGBTQ+ communities, including partnerships with nonprofit organizations, content, and philanthropy.
Not every meaningful Pride effort comes with splashy packaging. Through Kenvue’s Care with Pride initiative, Neutrogena supports LGBTQ+ communities year-round through creator partnerships, including a recent collaboration with RuPaul’s Drag Race alum Denali Foxx, as well as long-standing nonprofit partnerships with organizations like Family Equality and Outright International. This particular face wash just so happened to win a Good Housekeeping Beauty Award. We’re also partial to Neutrogena’s Rapid Wrinkle Repair Anti-Wrinkle Moisturizer.
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