【Pride Month】Review 2022 Pride Collection 17 Diversified Brands / Merchants

Data collection and writing: Ariel, Annis
Text Editor: Emily
Website Editor: EQ

Every June, during Pride Month, many brands and businesses will launch a variety of rainbow products to show their support for gender diversity and gender/gender minorities. In addition to international brands such as Apple, Adidas, Converse, etc., which launch rainbow limited styles for purchase every year, there are also brands such as Cos, P&G, etc. that focus on the local market, celebrate Pride Month through social media campaigns and offer discounts, and promote "Love diversity" , some businesses will donate the series of proceeds to local gender/gender minority organizations.

G-spot TV has sorted out the "Pride Collection" of major brands this year, although it is difficult to gather to celebrate during the epidemic. But you can still express your support for equal rights through rainbow products!

Clothing brand

COS

COS has launched a T-shirt design in tribute to Pride Month last year. This year, COS teamed up with 3 creatives from the multi-gender community to launch the "Love for all" limited series, including artist and creative director Zipeng Zhu, musician and award-winning actor SOKO, performing poet, transgender movement initiative designer and model Kai-Isaiah Jamal has created three unique T-shirt designs.

All proceeds from the "Love for all" series will be donated to "Gender Empowerment" and "Grey & Pride", two local charities that advocate gender diversity, to support and promote the rights and interests of the gay community .

Adidas

Since 2015, adidas has launched the Pride series every year to show support for the gender/gender minority. adidas has teamed up with Sydney artist Kris Andrew Small to launch the Pride 2022 collection this year, which includes apparel, accessories and classic shoes such as Stan Smith and NMD. Inspired by the stone wall incident in the history of the gender/gender minority and "Be One Be Together", Kris uses graffiti-style words, Love Unites patterns and unusual colors throughout the series to show the diverse identities and sense of belonging of the group, and express embracing different forms love, and encourage the public to live out their true colors.

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Michael Kors

Michael Kors' Pride Rainbow Capsule Collection this year is themed "LOVE IS LOVE - I Love You, Gender-Agnostic". In addition to the white "MK Charm Logo" rainbow-embroidered T-shirt made of 100% organic cotton, a rainbow-embroidered white canvas Tote Bag and handbag are also available. Michael Kors will donate all proceeds from the two bags to human rights organization OutRight Action International.

American Eagle

With the theme of "Color Your Own Rainbow" this year, American Eagle launched 4 printed short-sleeved T-shirts with words such as "Be You" and "You Are Not Alone" to express the hope for the world to be full of love, tolerance and respect . This season's hot boyfriend jeans and flared trousers also add a highly recognizable rainbow element to the design, which brings out the message with color and adds interest and vitality to the summer look.

Levi's

This year, Levi's launched the Pride affirmative action series "Continuing and Transforming by You", inspired by the three elements of love, understanding and optimism, hoping to inspire more empathy and tolerance for the sexual minorities in the society, and also hope to inspire change and encourage the public Stand up and support LGBTQ people with action through community service. The items in this series are more friendly in size. Most of the items are available from XXS to 3XL, which is inclusive of all genders and body types, and embraces everyone with action. To support the Pride affirmative action series, Levi's donates $100,000 annually to OutRight Action International to support gender/gender minorities everywhere.

Converse

Converse has launched Pride Month products every year since 2015, and this year released the Chuck Taylor All Star Pride Collection, with bright colors, out-of-the-box designs, and a real implementation of the #YESTOALL manifesto: No matter gender identity, everyone has their own freedom to inform the world that we have always walked with everyone.

Ralph Lauren

"The bravest decision a person can make is to be true to himself and his loved ones." Ralph Lauren has been supporting and advancing gender/gender issues for many years through volunteer activities, corporate advocacy programs and grants. This year, the unisex "Polo Pride Collection" was launched, including Polo shirts, graphic T-shirts, vests, sweaters, flag sweaters, fanny packs, baseball caps, water bottles, socks, and dog Polo shirts, all decorated with rainbows A new version of the classic Polo Pony pattern in shades. A portion of the proceeds will be donated to the Stonewall Community Foundation to support multiple LGBTQ groups around the world.

Nike

In response to "Gay Pride Month", Nike has launched a special limited series of Be True. Inspired by the eight-color rainbow flag and signature designed by gender equality activist Gilbert Baker, Nike has redesigned the brand logo and a full range of merchandise, including: Air Max 720, Air Max 90, Air TAILWIND 79 and other classic shoe series, and the shoe box has also changed to rainbow color matching. In terms of clothing, rainbow flag color matching elements are also added, and the design is colorful and trendy. In addition, Nike also specially launched exclusive filters, so that everyone can speak out for equal rights.

Calvin Klein

Calvin Klein's "This is Love" collection of apparel, underwear and sportswear features colors inspired by the rainbow flag. Each product has a woven label showing what each color of the rainbow flag represents. Black for beauty; brown for strength; pink for healing; orange for healing; yellow for warm sun; tan for harmony; white for non-binary gender; turquoise for magic; and blue for tranquility. The Reimagined Heritage underwear collection reinterprets classic designs in limited-edition colorways, paying homage to the diverse interweaving of sexual orientation, gender identity and sexuality that exists across the gender/gender niche spectrum.

Puma

Every year PUMA celebrates Pride Month with a fashion standpoint, and this year, it teamed up with queer artist Carra Sykes to launch the #ForeverTogether Pride Pack series, encouraging everyone to be bold in their truest self-worth. The Pride Pack series uses rainbows to create a new PUMA LOGO, and invites Carla and several representatives of gender/different minorities to wear a series of single products for shooting and interpretation. PUMA also launched three colorful rainbow shoes, including the versatile little white shoes Capri, the classic Roma OG, and the Suede Mayu platform shoes that many people love!

PUMA will also donate 20% of the sales of the Pride Pack series to the American non-governmental organization GLAAD (Gay and Gay Alliance Against Defamation) to help gender/gender minorities receive equal and inclusive treatment in the media and entertainment industry.

Doughnut

Doughnut, a local brand in Hong Kong, launched three sets of posts about the re-creation of sex/gender niche films at Pride Month, namely "Call Me by Your Name", "Danish Girl" and "Blue is the Warmest Color". In addition to referring to the design of various movie posters, the post quoted the classic dialogues, and more creatively reproduced the classic scenes in the movie with backpacks, bringing out the message of #BeOutForLove, "Love is beyond gender and identity".

electronic product

Apple

This year is the seventh consecutive year that Apple has launched the Apple Watch Pride Edition strap and watch face. In the design, Apple also adopted a new technology to remove part of the double-layer nylon fabric on the strap to present the word "Pride", which was inspired by The greeting "hello" displayed on the first Macintosh in 1984. In addition, the team designed a variety of colors from the pride flag into the strap, including light blue, pink and white, representing transgender and gender indeterminate people; and black and brown, representing black and Latino ethnic groups, these Colors also represent people who coexisted with or died from HIV/AIDS. The Apple Watch Pride Edition is designed with the beauty of communion and LGBTQIA+ support.

Swatch

Swatch launched two rainbow watches in June, paying tribute to Pride month with colors on the rainbow spectrum. The first is the classic New Gent watch, with a transparent strap and case as the keynote design, against the eye-catching rainbow dial, and the calendar window will display different LGBTQIA+ icons and heart symbols. The other Big Bold Bioceramic watch uses a warm blue tone as the design of the strap, bezel and crown. The symbol of peace is placed in the center of the dial, and the message of love and peace is released through the design.

phone accessories

Casetify

This year, Casetify took "We shine together" as the slogan, integrated the rainbow symbolizing gender diversity into the design, launched a rainbow strong anti-fall mobile phone case that supports customization, and specially added a new customized font. Consumers can choose from 3 types of layouts, 7 fonts and 18 colors, and freely create their own rainbow mobile phone case, conveying the rich and diverse colors of everyone. In response to Pride month, Casetify will donate $5 (approximately HKD40) to The Christopher Street West Association, a non-profit organization in Los Angeles, for every Pride series phone case sold.

personal care

Zenyum

Zenyum is a gay-friendly oral care product company, and Pride month has also launched a #smilewithpride campaign on Instagram, turning the Instagram avatars of its stores into smiles with rainbow backgrounds, to promote that no matter what gender, any form of love is worth it The message of existence encourages the public to smile with confidence and be proud of themselves.

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P&G

P&G Treasures Home Products has supported and promoted the visibility of gender diversity for many years. During Gay Pride Month, a series of offers were also launched under Watsons to show support for Pride month. Offers are rich in details, such as 50% off on Ariel 4D Antibacterial Laundry Capsules for a limited time; OLAY Lightweight Water Sensitive Sunscreen has a buy-one-get-one-free discount, etc.

music streaming platform

KKBOX

To celebrate Pride month, KKBOX has compiled a series of playlists that sing the voices of diverse and minority groups. The song list is mainly composed of songs by Hong Kong and Taiwan singers, which cater to the mainstream music tastes in Hong Kong. Among them, there are many familiar songs with gay stories. The name of the playlist "All beauty is not sinful #lovewins" expresses the idea that everyone has the right to love and that everyone can be proud of love.

Many businesses also responded to the celebration of Pride Month, which is difficult to record. Only some of the brands have been selected above. In the future, we still need to continue to discover more corporate allies who work hard for the gender/gender minority community in the future!

Extended reading: Anti-discrimination bus advertisements are sniped at "cleanlinessism" without fear of gain or loss. Customers: Businesses should keep edges and corners

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