Denim brands and retailers are getting into the spirit of Pride Month. Here’s a look at how some brands are focusing on gender fluid designs and coordinates with year-round appeal, and how others are tapping into their archives for inspiration.
Abercrombie & Fitch
Abercrombie & Fitch offers a Pride collection designed to be worn all year.
Named “Made with Pride,” the lineup features 30 gender-fluid pieces ranging from crochet sweaters, pants, tanks and skirts to smocked dresses and tops with rainbow motifs. Each piece is “perfectly suited” for events beyond June, A&F noted.
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The collection also includes floral camp shirts and graphic crewneck sweatshirts featuring Keith Harring artwork, sequin hearts and more.
For Pride, A&F will donate $400,000 to The Trevor Project—a nonprofit organization and leading suicide prevention and crisis intervention organization for LGBTQIA+ youth—regardless of sales.
The collection retails for $19-$90 and is available now on Abercrombie & Fitch’s website and in select retail locations.
American Eagle
American Eagle is looking to empower customers with its new 60-piece collection.
Created to foster a sense of “authenticity and empowerment,” the teen specialty retailer’s Pride Month collection features an array of tops with phrases like “proud,” “queer” and “radiant love” and rainbow striped coordinates. Items like denim jackets and skirts feature a doodle-inspired Pride print.
“AE’s Pride collection is a celebration of self-expression and thoughtfully designed to uplift the LGBTQIA+ community,” Jennifer Foyle, president and executive creative director at American Eagle and Aerie, told Rivet. “Our goal is to…provide everyone with an opportunity to be themselves, feel proud in one’s skin and embrace their true colors. With mission-driven tees showcasing messages of love and positivity at the forefront of the collection, everyone is invited, whether you are a member, an ally or a supporter, to be a part of the community.”
In addition to the collection, American Eagle and Aerie, American Eagle’s intimate, activewear and swimwear brand, donated $100,000 to It Gets Better, a nonprofit LGBTQIA+ organization.
The collection retails for $6.95-$89.95 and is available now on American Eagle’s website and in select retail locations.
Hollister
Hollister is delivering gender-fluid designs this Pride Month.
Inspired by living unapologetically, the six-piece Pride collection features an embroidered floral collar T-shirt, a crochet tube top, boxy crop tops and boxer shorts. The collection is accompanied by a social media campaign that showcases how Hollister’s customers live life “unapologetically themselves.”
The collection retails for $16.95-$49.95 and is available now on Hollister’s website and in select retail locations.
The Abercrombie & Fitch Co.-owned brand pledged to donate $350,000 to the nonprofit human rights organization GLSEN this year, plus customer round-up dollars, bringing its cumulative contribution to $5.2 million, the brand stated.
Levi’s
Saddle up, Pride Month. Levi’s dropped a collection inspired by LGBTQIA+ rodeo culture—from the ’70s to today.
The 17-piece collection takes inspiration from the queer “rainbow rodeos” that originated in Nevada in the ’70s while also pulling graphics and influences from vintage Levi’s pieces and archival posters.
Keeping the collection festive, many of the pieces feature rhinestones, copper thread, marbled hardware and gold-coated denim.
“The collection features an extensive assortment of tops, bottoms and accessories—from the cinched shortstack tee and cropped muscle tank to the liberation Western trucker and patchwork vest,” Curtis Hanlon, Levi’s VP of global marketing, told Rivet.
The collection retails for $25-$158 and is available now on Levi’s website and in select retail locations.
