Why Is It So Hard to Find Good (Non Cash-Grab) Pride Merch?

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“Hi, gay!”

Nothing kicks off Pride Month quite like corporate rainbow-washing. Every June, mega retailers get into the LGBTQ+ spirit by plastering rainbows and cheeky words like “slay!” onto colorful tees and hoodies. As a member of the community, I’m not hating on this approach per se: It’s the spirit of allyship that counts. Especially as our current administration continues to threaten LGBTQ+ health and rights across the nation, some pro-gay energy via fashion is harmless and, in fact, welcomed.

But still: As someone who partakes in Pride Month but rarely wears flashy colors, I wonder why it’s so hard to find good Pride merch that isn’t a blatant cash-grab. Using the vague spirit of acceptance in a splashy way to tick an inclusivity box? Not very slay. Luckily, there are a few brands who have created Pride merch with intention this month—partnering with LGBTQ+ causes to use fashion for good. And better yet, in addition to the charitable components, the designs are even tasteful, too.

Take New York designer Connor Ives and his signature “Protect The Dolls” tee, which has already been worn by celebrities like Pedro Pascal and Troye Sivan. Not only does it have a clear message, but all of its proceeds are also donated directly to Trans Lifeline—a trans-lead charity that delivers life-saving services to those who need them. Diesel, meanwhile, released a special hoodie that benefits the Tom of Finland Foundation; It features imagery from the foundation’s collection of erotic queer art, which it aims to preserve and support.

Other chic and thoughtful Pride merch on the scene? Brands like David Yurman have released Pride-themed jewelry that benefits The Trevor Project, providing life-saving resources for LGBTQ+ youth. Levi’s has released denim items supporting Outright International, a global organization dedicated to advancing LGBTQ+ human rights.

Turns out, you can authentically support the community, and wear more unexpected and discrete Pride merch. Not that there is anything wrong with the full-on rainbow approach—now is the month to be loud and proud. Just try not to buy the soulless corporate pieces, ’kay?

Below, shop Pride merch that benefits good causes.

Conner Ives

Protest the Dolls tee

Levi’s

Pride Essential cap

David Yurman

Petite pavé bar bracelet

Diesel

Tom of Finland Foundation hoodie

Human Rights Campaign

Rainbow sweat shorts

Converse