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Not Just Rainbows: 7 Retail Advocates for Pride

Among the thousands of brands supporting Pride, these retailers go above and beyond to advocate for and give back to the cause.

In support of the LGBTQQIAAP community, brands often release new products and pledge donations to relevant charitable organizations throughout June each year. Pride Month is recognized annually to commemorate the Stonewall riots, which occurred at the end of June 1969, and more companies every year join the cause to advocate for equality. 

This year, we’ve collected a list of online and brick-and-mortar retailers that are supporting Pride through various philanthropic and educational initiatives. “At Webgility, we have a diverse team and a very inclusive culture, and those characteristics have helped us overcome our greatest obstacles,” says Anati Zubia, Webgility’s VP of Marketing. “The outcome is better strategy, better debates, and ultimately, better results.” And while the list that follows is far from exhaustive, she explains, “we want to recognize these retail champions of the LGBTQ+ community, which include some of our own customers, for standing up and giving back.” 

Tipsy Elves

Industry: Apparel

Find them at: https://www.tipsyelves.com/pride-clothing 

What they’re doing for Pride: Tipsy Elves makes fun and festive clothes and accessories for every occasion, and Pride is no different. The brand has partnered with The Trevor Project, the leading national organization providing crisis intervention and suicide prevention services for LGBTQ+ youth, to donate 10% of proceeds from its Pride collection. 

Why they’re doing it: “As a company who values people and equal fun for all, we are allies to the LGBTQ+ community,” their website explains. “Everyone deserves the right to have fun and live their lives in safety and freedom with the right to be who they are. Inclusivity is one of the top Tipsy Elves values, and we celebrate this to the fullest with our pride clothing line.”


Industry: Beauty

Find them at: https://www.blissworld.com/makeup-melt-wipes-trevor-project 

What they’re doing for Pride Month: While Bliss is already a year-round partner of The Trevor Project, the makeup and skincare brand is pledging an additional donation of $150,000 in honor of Pride Month. Additionally, 100% of net proceeds (up to $40,000) from the limited-edition Pride Makeup Melt wipes will be donated to support the organization. 

Why they’re doing it: “Every year, more than 1.8 million young LGBTQ people in the U.S. seriously consider suicide—and this year has been especially challenging,” Bliss said on its Instagram feed. “The Trevor Project is here for the LGBTQ youth who need support, by providing free, 24/7 crisis counseling, and we want to amplify the life-affirming work they are doing to support at-risk youth every single day.” 


Industry: Apparel

Find them at: https://www.wildfang.com/ 

What they’re doing for Pride Month: Portland-based WILDFANG designs stylish gender-neutral clothing meant to serve all people, regardless of how they identify, all year long. Their 2021 goal is to donate over $150k to organizations like the Tegan and Sara Foundation, Q Center, ACLU, and others—during and long after Pride Month. 

Why they’re doing it: The LGBT-owned brand embraces social issues around race, gender, and sustainability both in their employee training and their budget. And as part of the community, they believe in the importance of giving back to orgs that support these causes.       

The Body Shop

Industry: Cosmetics

Find them at: https://www.thebodyshop.com/en-us/about-us/how-to-support-the-lgbt-community/a/a00028 

What they’re doing for Pride Month: This year, The Body Shop has asked its customers to support the Equality Act, which protects LGBTQ+ people from discrimination in employment, housing, public spaces, education, health care, government services and more. For every signature on the petition to support the Act, the brand will donate $1 to the Equality Federation supporting LGBTQ (particularly trans) rights.

Why they’re doing it: Per a press release, The Body Shop US has committed to using their platform to advocate for actionable change, and has become a member of Open to All, a national nondiscrimination campaign.  

Only Human Co.

Industry: Apparel

Find them at: https://shop.onlyhumanco.com/collections/pride 

What they’re doing for Pride Month: During June, Phoenix-based Only Human Co. is donating 10% of profits to the Center for Black Equity, a nonprofit organization working to build a global network of LGBTQ+ individuals, allies, and other community-based organizations dedicated to achieving equality and social justice for Black LGBTQ+ communities.

Why they’re doing it: “We’re proud to be a Queer-owned organization that helps make the world a better place for ALL humans,” the company says on its website. “We’re queer for it every single day. Haters are gonna hate, but lovers? We’re gonna love. Happy Pride season!” 

Le Creuset

Industry: Cookware

Find them at: https://www.lecreuset.com/signature-round-dutch-loven-4-1-2-qt/LS2501-2416PRSS.html 

What they’re doing for Pride Month: The cult-favorite French cookware brand has given its classic white Dutch oven a makeover in time for Pride—the special edition features a rainbow array of hearts and is called the Dutch L’OVEn. A portion of proceeds will be donated to The Trevor Project supporting LBGT youth.

Why they’re doing it: Like other companies, Le Creuset has committed to supporting equality and has taken a stand against social issues regarding race and orientation. In a press release, Le Creuset said they hope to help “ensure that LGBTQ youth have access to the vital support and resources that they need.”


Industry: Crafts

Find them at: https://www.joann.com/pride/ 

What they’re doing for Pride Month: For Pride Month, fabrics store JOANN is partnering with GLSEN, a national education program dedicated to creating safe and inclusive schools for queer youth. Rainbow and patterned fabrics, ribbons, and more are available in-store and online for purchase. The retailer has also pledged $25,000 to GLSEN, and an assortment of items (plus $5,000) to the LGBTQ Center of Greater Cleveland that serves the Ohio community.

Why they’re doing it: JOANN’s Pride Month initiative is a result of its ongoing partnership with GLSEN, and its contribution to the LGBTQ Center of Greater Cleveland is a local cause—the brand’s headquarters is located in nearby Hudson, OH.

Is your organization recognizing Pride initiatives? We want to know how you’re participating—email us at marketing@webgility.com or drop us a line on LinkedIn, Twitter, or Facebook.

Taylor Knauf, Sr. Content Marketing Stategist

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