Another brand that has come under fire from Conservatives for celebrating Pride Month was outdoor clothing company The North Face. The company is in its second year collaborating with drag queen and environmental activist Pattie Gonia for its Summer of Pride campaign.
Radel Huley,
Jack Morton
“In the face of ‘wake up go broke’ boycotters, The North Face increased its support for Pattie Gonia and her series, which promotes a more accessible and welcoming environment for enjoying the great outdoors,” said Radel Huley, lyricist at Jack Morton. “It’s support that stands the test of an alliance. This is what we need from anyone putting up a rainbow logo.”
A number of brands, many of whom continue to support the LGBTQ+ community throughout the year, have joined the ranks of The North Face and embarked on impactful work for Pride Month 2023. We asked industry leaders from the Amp community to share the campaigns, activations, partnerships and shows which support offerings mattered most to them this year and which brands didn’t make it.
Permanent company associations
“Few companies will ever be perfect allies, but Levi’s is a fantastic example,” Bowman said. “They have proven year after year that their ally isn’t just for June. They were the first company to provide equal civil partner benefits to same-sex couples back in 1992, and in 2008 the only company to file an amicus brief in support of same-sex marriage with the Supreme Court. They supported Queer Britain in launching the UK’s first LGBTQ+ museum. They also donate $100,000 to LGBTQ+ advocacy group Outright International each Pride month. As far as corporate allies go, Levi’s is literally living up to its word.”
Erik Guzman, VP of Global Operations and Head of Better World at UM, also commended the iconic denim brand’s continued support over the years.
Erik Guzman, UM
“Levi’s has consistently supported the community for the past three decades,” Guzman said. “They understand that there is support beyond Pride Month and that working with the LGBTQ+ community is not only right, it makes good business sense.”
LGBTQ+ consumers represent approximately $1.1 trillion in purchasing power in the U.S. and $3.9 trillion globally, according to LGBT Capital.
Guzman hinted at the recent expansion of his gender-neutral clothing line with the release of his “Guide to Unisex Style.” “With a brand as iconic as Levi’s, known for their leadership in both fashion and the fight for social justice, they continue to empower and empower our community by allowing us to authentically be ourselves through the clothes we wear ‘ added Guzman.