Pride Month originated in 1999, when President Bill Clinton declared through federal proclamation that every June in America will be recognized as “Gay and Lesbian Pride Month.” “I encourage all Americans to observe this month with appropriate programs, ceremonies, and activities that celebrate our diversity, and to remember throughout the year the gay and lesbian Americans whose many and varied contributions have enriched our national life,” Clinton said. Pride Month was later expanded by President Barack Obama and President Joe Biden with the additions of other queer identities.
Throughout Pride Month’s iterations, brands have amplified messaging in products and campaigns as a way to celebrate the community’s ongoing advancements toward equality, protections and inclusion. In recent years, brands have also increased their representation of segments within the queer umbrella, including people of color, gender identities and more.
Here, WWD highlights some of the brands and retailers that are donating to causes that support LGBTQIA+ people and are releasing products with purpose — Pride-themed apparel, beauty, accessories and more with empowering messages. Check back for updates.
Luxury eyewear brand Barton Perreira is celebrating Pride Month in partnership with the CFDA and Kerin Rose Gould’s artisanal line A-Morir. In the collaboration, Barton Perreira’s Binti sunglasses are embellished with iridescent aurora borealis stones — a tribute to rainbows that represent the Pride flag. They silhouette is inspired by 1960s Pop Art, featuring hand-beveled angles and are done in black Japanese acetate with dark lenses. The limited-edition frames include a rainbow cleaning cloth made from recycled PET plastic bottles. “We believe in diversity, equality and inclusivity at Barton Perreira. It’s an honor to collaborate with fellow CFDA eyewear designers to commemorate Pride and support the tremendous work of the center,” said Patty Perreira, creative director. The eyewear retails for $790 in Barton Perreira retail stores and online beginning June 1.
LGBTQIA+ community impact: Proceeds will support Bring Change to Mind’s LGBTQ+ You Mental Health Program, which is dedicated toward erasing the stigmas associated with mental health conditions.
Queer-owned jewelry brand Every Wave collaborated with natural crystal and accessories retailer NY Loves Crystal on colorful gender-inclusive bracelets for Pride Month. The CrystalYou bracelet, crafted in sterling silver, features six different natural crystals that represent hues in the Pride flag. “With CrystalYou, we aim to celebrate the uniqueness and affirm the intrinsic worth of each individual. This bracelet serves as a reminder of the wearer’s preciousness and the importance of carrying one’s identity and stories with pride,” said Yinnan Shen, co-founder of Every Wave. The bracelts retail for $58 online beginning May 13.
The crystals represent empowering messages, including:
Amethyst (Purple): Clarity and focus
Strawberry Quartz (Green): Love, abundance, and prosperity
Citrine (Yellow): Positivity and creativity
Orange Agate: Healing, energy, and optimism
Red Agate: Life, strength, and grounding
LGBTQIA+ community impact: Every Wave will donate $2 for the sale of each CrystalYou bracelet to The Trevor Project, an organization dedicated to helping and supporting LGBTQ+ young people under 25.
Customizable eyewear brand Pair Eyewear is embracing the message of inclusivity with its annual Love Wins collection. The limited-edition lineup includes 12 new top frames and 18 returning frames. Designs feature a spectrum of rainbow colors with whimsical graphics, including a nod to pet parents with Pride Pawprints and Parade Cats; Love Burst Bloom emblazoned with hearts; and several flag prints that represent different identities, including intersex, transgender, non-binary, pansexual and more. Prices retail for $25 on paireyewear.com.
LGBTQIA+ community impact: Pair Eyewear has dedicated a portion of profits to GLSEN and its mission to support youths in K-12 schools. In 2023, its Love Wins capsule raised $95,000 for the organization.
Poppy & Pout is releasing a Lip Balm Pride Punch edition of its all-natural lip balm range. The product is packaged in an ombré rainbow recyclable tube and retails for $9.95 beginning May 16 on poppyandpout.com.
LGBTQIA+ community impact: The all-natural lip care brand will donate 10 percent of the Pride Punch balm’s retail proceeds in June to Encircle, an organization that offers creative programs and therapy for LGBTQ+ youths.
Tie-dye hues, rainbow stripes and playful prints come together in American Eagle’s Pride capsule collection. The brand released a line of tops, shorts, jackets and denim pieces that range from $19.95 to $89.95 on ae.com.
LGBTQIA+ community impact: American Eagle’s Aerie Real Foundation, which is dedicated toward building confidence and fostering inclusive communities, will donate $100,000 to It Gets Better in support of LGBTQ+ youths. Additionally, AE will accept customer donations in-store through June 30.
