While the pandemic has canceled almost all in-person Pride events this year, retail brands are pushing forward to give back to the LGBTQ+ community through virtual and online channels. With rainbow-themed pride collections and donations made to various global organizations, here are some of the ways our retail partners are embracing love, equality and diversity this Pride month and enabling their customers to shop for a good cause.
ASOS Chooses Love
ASOS has partnered with Help Refugees, the largest grassroots distributor of aid in Europe, which provides humanitarian aid to, and advocacy for, refugees around the world. Known for creating the world’s first online shop where customers can buy real items for refugees, Help Refugees teamed up with renown fashion designer Katharine Hamnett for an exclusive ASOS collection featuring the Choose Love slogan, a play on Hamnett’s iconic 80s Choose Life slogan.
ModCloth Follows the Rainbow
ModCloth has created a special Rainbow Boutique collection for the month of June, showcasing Pride-inspired wear for its customers. The twist? 10% of all proceeds from the Boutique will go to The Trevor Project’s 24/7 suicide prevention and crisis services for LGBTQ+ young people.
TOMS Champions Unity
Reimagining their classic Alpargata model this month, TOMS has introduced their Unity Collection in honor of Pride, the LGBTQ+ community, and the work of organizations like the Los Angeles LGBT Center and Helen Keller International. The limited-edition collection features tie-dye, rainbow, and “Love is Love” prints to celebrate unity, compassion, and above all – love.
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