Still, the intense conservative backlash and aggressive social media campaigns against LGBTQ+ products brands have released this year have seen some companies either choose to stay silent on their support, or pull their funding from Pride events entirely. But how relevant is Pride merch when brands start getting cold feet whenever they face backlash or controversy for their collections?īrands working with the LGBTQ community isn’t new: H&M has been a longtime collaborator with LGBTQ actors and activists, and last year their “ My Chosen Family” initiative donated $100,000 to the UN Free & Equal campaign, a global fight for equality led by United Nations Human Rights. Within the past few years, it’s become more socially acceptable for brands to launch “Pride-themed” collaborations and merch. Pride Month, as a summer-long celebration of diversity, acceptance and love, will continue on this year - though not without controversy. If you purchase an independently reviewed product or service through a link on our website, Rolling Stone may receive an affiliate commission.
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