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These brands and products showcase allyship and community all year long
By
Anna Tingley, Tim Chan
If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission.
Pride month is officially here, and high-fashion brands have only gotten smarter about the ways they choose to incorporate LGBTQ activism into their clothing during the month of June. Gone are the days of hastily rainbow-slapped apparel and tacky corporate merch. This year’s Pride collections have stripes of color and are chic enough to wear year-round.
Most importantly, these brands are showcasing their allyship by giving back a portion of their proceeds to LGBTQ groups such as the The Trevor Project, Hetrick-Martin Institute, GLAAD and It Gets Better Project — non-profits that need our support more than ever amid a wave of repressive, anti-LGBTQ legislation. Other items on this list are created by queer artists or allies for the queer community.
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Check out some of the best Pride collections this year.
Popular on Variety
Converse Pride Collection
Buy Now $100
Converse returns this year with their 10th annual “Proud to Be” campaign and collection, now live on their website. Concepted and designed by LGBTQIA+ employees and allies at Converse, the 2024 Proud to Be collection features a curated capsule of footwear,including the newly introduced Run Star Utility Sandal CX and Chuck 70,and accompanying apparel in a vibrant spectrum of colors and designs.
Levi’s Pride Liberation Western Trucker Jacket
Buy Now $148
This season, Levi’s is celebrating queer joy with a collection inspired by LGBTQIA+ rodeo and cowfolk culture from the ’70s to today. In support of this collection, Levi’s will make an annual $100,000 USD donation to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world.
The headlining piece is an update on their OG Trucker Jacket, featuring a boxier, relaxed fit. Then, they westernized it with a scallop design in the front, yoke detailing on the back and western boot-inspired embroidery.
Bloom with Pride 2024 Limited Edition Skincare Set
Buy Now $59
Beekman 1802is celebrating Pride with a limited-edition drop of their 2024 Bloom withPrideSkincare Set. The set, which comes with a free GoatiePridePin, features their best sellingBloom Cream Daily Moisturizerand a wide range of targeted serum boosters.
Calvin Klein Pride Collection
Buy Now $39
Jeremy Pope and Cara Delevigne front Calvin Klein’s 2024 Pride Collection, which includes this statement logo tee crafted from soft, breathable cotton with a Pride is Freedom graphic styling at the back, and finished with a compact Calvin Klein logo at the front.
Lilly Lashes Multicolored Individual Flares
Buy Now $14
Founded in 2013 by reality TV star Lilly Ghalichi (Shahs of Sunset), Lilly Lashes offers fun and easy ways for everyone to get long, luscious lashes from home. This multicolored set is perfect for Pride, with 32 individual faux mink flares in eight vibrant and eye-catching colors. They’re great on their own or you can mix and match them for an ombre or prismatic effect.
Whether you’re turning up at the club or heading to a festival, Lilly Lashes are a bold and empowering way to make an entrance, and a reminder that self-expression is the most powerful statement of all.
Chrome Industries Pride Collection
Buy Now $25 – $140
Chrome Industries and the LGBTQ+ nonprofitTrue Colors Unitedteamed up on this seven-piece capsule collection, featuring Chrome’s best-selling bag styles and accessories in a new grid pattern.100% of profits (up to $15,000) from thePridecapsule collection will support True Colors United, while supplies last.
Pura Vida Bracelets PRIDE Collection
Buy Now $45
Show your allyship this year withPura Vida Bracelets, which just launched theirPRIDE Collection, featuring a range of vibrant bracelets, rings, earrings and more; prices range from $7-$48.
For every piece of the collection sold, Pura Vida will donate 5% of the purchase price, with a $50,000 donation minimum, toThe Trevor Project.
Hollister Pride Collection
Buy Now $34.95
The collection consists of six new gender neutral pieces ranging between $16.95 – $49.95 including tops and bottoms available now onwww.hollisterco.com. The Southern California-based brand worked with long-time partner GLSEN to finalize this year’s assortment, and has pledged to donate $350,000 to the nonprofit this year (plus customer round up dollars), bringing their cumulative contribution to $5.2 million.
J. Crew Pride Graphic Tee
Buy Now $45
Colorful LOVE is printed on this basic cotton tee from J. Crew, who will donate proceeds from their Pride collection to PFLAG, the nation’s largest organization supporting and educating for the LGBTQ+ community.
Adidas Pride Collection
Buy Now $70
Adidas’s 2024 Pride collection was co-created with Brazilian artist Pabllo Vittar, with a campaign fronted by bold-faced names in the LGBTQIA+ athletes and allies such as Tom Daley, Layshia Clarendon and Stonewall FC London player Jo Kokkinopliti.
Speaking about the design of the collection, Vittar explained,“Prideis very important to me, so I am deeply honoured to create a collection with Adidas to celebrate our community. My aim for the collection wasto expand the lens we’re seen through – a color palette that embodies and celebrates the wide spectrum of identities across our community and the culture it influences”.
EyeBuyDirect Pride Collection
Buy Now $62
EyeBuyDirect’s PrideOn Collection features nine bold styles that celebrate individuality and self-expression. Until June 30,100% of sales proceeds(up to $50,000) will benefitThe Trevor Project. The eyewear brand has donated more than $215,000 donated since theis partnership began in 2020.
Happy Socks ‘Do You Speak the Lanaguge?’ Collection
Buy Now $18
In honor of Pride month, the Swedish sock brandHappySocks has launched an innovative campaign titled “Do You Speak the Language?,” diving deep into the fascinating history and evolution of queer language. It celebrates the creativity and resilience of the LGBTQIA+ community by highlighting words and expressions, like “Slay” and “Shade,” that have made their way into mainstream culture, especially among Gen-Z. A portion of proceeds from the Pride Collection is donated to InterPride, supporting LGBTQIA+ rights and visibility globally.
REI Co-Op ‘Outside with Pride’ Collection
Buy Now $15.95
REI Co-Op employees designed the array of items featured in the outdoor brand’s Pride Collecton, including this Pride-inspired Nalgene wide-mouth water bottle.
Ugg x ALOK Pride Collection
Buy Now On Amazon $179.95
The beloved Australian footwear brand partnered with ALOK for their 2024 Pride collection, featuring these one-of-a-kind URSeen platforms. “With this collection, I wanted to challenge all forms of shame, and create an unapologetic embrace of vibrancy and color, because that’s what Pride is actually about,” ALOK said in a statement. “We live in a world that often has taught us that we can only belong if we minimize ourselves. But I think that the lesson that LGBTQ+ people are bringing to the world is you get to be different, and you still get to belong. Together, you can create a world where belonging means becoming your true self.”
More Queer, Less Fear Hat
Buy Now $30
Etsy has a whole section of its site promoting LGBTQIA+ artists and small businesses, with a number of accessories, clothing items and decor pieces for everyone. We particularly love this baseball cap, which features the motivational mantra, “More Queer, Less Fear.” The flat brim snapback is handmade and available in ten colors. The seller sells the same quote as a hanging print too.
Brooklinen Pride Stripe Beach Towel
Buy Now $69
Brooklinen’s soft and fluffy beach towels get some nautical-inspired (and Pride-inspired) stripes for summer making it a stylish and practical way to show off your allyship on the sand or by the pool. Measuring 34 x 70 inches, the towel is made from an absorbent and quick drying cotton material. Even better: 100% of proceeds will be donated by Brooklinen to The Center, a New York-based LGBTQIA+ community space.
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