How Nike, Levi’s, and More are Flying the Rainbow Flag This Pride

From Fashion to Fast Food, brands across the globe are showing their colours for Pride.


The footwear giant Nike have dropped a polychromatic collection of kicks you can definitely wear with pride. The sparkling colourways are part of the brand’s BETRUE campaign that aims to show how the Nike team are “standing against bigotry and any form of discrimination.” Make sure to check out the hero piece of the line-up, the VaporMax, which was been on every #hypefeet and sneakerhead’s radar since it landed.


Whilst not explicitly released with Pride month in mind, the jewellery brand’s genderless drop examines and negotiates how fashion products can be gendered. The neutral metallics refuse visual heteronormative methods, with the silver-plated and leather bracelets being designed for couples that resist the boundaries of love.


Under the slogan, “Yes to All”, Converse’s collection aims to celebrate diversity among all selves, identities, and bodies. With each step, the classic trainer brand makes a bold statement that everyone and everybody should be free to be who they are. All proceeds from the Converse Pride collection will be donated to LGBTQ+ organisations It Gets Better and The Happy Hippie Foundation.


Would you like pride with that? As much as fast food isn’t typically associated with LGBTQ+ activities, McDonald’s have sought to change that association. The iconic fry boxes are having a colourful glow-up across the select Bay Area and Washington, D.C. locations, and are serving up starch realness through June.


On what would have been his 66th birthday, June 2nd’s Google Doodle was a lively celebration of LGBTQ+ activist, Gilbert Maker. Throwback to 1978, when Backer assembled a group of 30 people at San Francisco’s Gay Community Centre to hand-dye and sew together more than 1,000 yards of cotton to create a rainbow flag. The rainbow flag has been sewn into the LGBTQ+ symbology, becoming a fixture in protest activity and identity.

U.S. Soccer

Whilst I can 100% say you’re more likely to catch me behind the bleachers than on the field, both the Men’s and Women’s U.S. Soccer teams donned multi-coloured jerseys for their games during June. With the teams scoring for LGBT+ charity You Can Play Project, which works for equality for all athletes, coaches, and fans regardless of sexual orientation or gender identity.


Levi has long been a corporate ally of the LGTBQ+ community. Back in 1992, the brand claims to be the first Fortune 500 company to cover domestic partnership benefits to same-sex couples. Fast-forward to 2017, and the life-long denim brand is extending its life-long efforts to support LGBTQ+ folk by dropping a capsule collection that benefits the Harvey Milk and Stonewall Community foundations. This year’s “Fight Stigma” campaign continues the brands’ authentic efforts and labours for the community that kicked off long before extending a glittery hand became the norm for corporate brands.

Happy Socks

Sock it to homophobes with, well, socks. The Swedish monobrand aim to dash a bit of subtle, but loud as ever pride into your outfits. Kit yourself out with the matching underwear, and you’re ready to bash the pride pavements in style.

Urban Outfitters

Urban Outfitters don’t have the best rep in the LGBTQ+ community, but in a colourfully airy reboot, the apparel brand has collaborated with Chicago-based hip-hop artist Taylor Bennet to launch a vivid line of graphic pieces. The collection has a soft, honeyed, Free City vibe to it, and all profits from the colourful co-ordinations are donated to GLSEN. Outside of the #UOPride line, the brand has been a bubbly platform for presenting and articulating queer lives. Profiles range from gender-fluid artist Rayne, to power couple Tea and Ziggy, the co-owners of kinsoul.


Focusing on the shared experience of being a human being, Everlane continues its ethical praxis through its #HumanTogether video campaign. Back in January, the brand began its 100% Human Campaign by routing $5 of each purchase to ACLU, which has now shifted its focus to Pride. Models for the Pride campaign include trans actress Hari Hef and actress Rowan Blackhard, and commits itself to an authentic queer narrative that communicated the real, lived experiences of people.


The breezy and beachy brand is standing with the non-profit GLSEN, which aims to boost the presence of LGBTQ+ issues in K-12 education. Hollister’s original designs amplify the role of safe spaces in educational institutions, with 100% of the proceeds being sent to GLSEN. The collaboration’s ad campaign is running across 500+ Hollister stores, forming a video landscape that sees queer students and student council leaders from GLSEN share their vision for space spaces.


Target is always the most extra during Pride. From a stereo fanny pack to a unicorn-shaped blow-up, Target never goes low-key for the most colourful time of the year. Whilst the alt-right are convinced that Target’s profits tanking recently are down to their boycott, Target refuse to concede and preclude dialogue with conservatives by moving away from gender-based signs and standing-up for trans folk with inclusive bathroom services. All the while collaborating each year with GLSEN for Pride month.

Kenneth Cole

Openly labouring and advocating for the LGTBQ+ community since 1983, Kenneth Cole is known for its associations with social justice activities. Keeping it simple, the brand’s Pride product this year is a $125 limited edition KAM sole garlanded with a rainbow stripe in honour of the Human Rights Campaign. Outside of kick drops, Cole are keeping the queer hype up through determined initiatives. Gay photographer Levi Jackman Foster captured queer lives in New York, which will be hung as a mural in Williamsburg on the corner of Wythe and North 15th street for June.

American Eagle

Partnering with The It Gets Better Project (with 100% of all profits going to them), American Eagle is carving out sparkly lines of solidarity to the LGBT+ community through an aggressively polychromatic line of t-shirts, boxer-briefs, and even a Gay Tripping tank-top. The brand is encouraging customers to take It Gets Better pledges and upload a video to the site, curating a positive e-space for queer people.


The ethical underwear company is donating $1 from every pair of their Pride underwear to the Los Angeles LGBT Centre. Their campaign promotes a refreshingly female-focused line that includes Olympic athlete Gus Kensworthy, actress Haykey Kiyoko, and Queen of Bounce Big Freedia, and does this to promote body positivity “from the inside out” and the celebration of queer personhood.


Colours for Pride? Ground-breaking. Candy-maker Skittles has dropped its signature rainbow colours for Pride month. Opting for an achromatic profile to honour LGBTQ+ activities, you could say this is a pretty tasteful Pride initiative.


Things that “GAP” could mean as an acronym aside, GAP Inc. have dropped a dialled-down collection of pride-inspired tees. The clothing retailer has also announced a new partnership with the United Nations Foundation that aims to raise awareness and funds for UN Free & Equal, which promotes the fair treatment of LGBTQ+ folk globally.

Smirnoff Vodka

It wouldn’t be pride without the vodka. Releasing a limited-edition “Love Wins” bottles of Smirnoff no. 21 vodka, Smirnoff’s colourful redesign features unique depictions of real queer couples photographed by Sarah Deragon, the creator of the Identity Project. For every bottle sold, the company will donate $1 to the Human Rights Campaign.

Absolut Vodka

As is tradition, Absolut Vodka are wrapping their iconic vodka bottle with the colours of the rainbow. Aiming to firm belief in being whatever and whoever you want to be, all we can say is that vodka definitely helps give you the confidence to do just that.

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