Rainbow Capitalism: We’ve Ranked Some of the Big 2022 Corporate Pride Collections
Pride Month and Pride collections are often just a ploy from corporations to get money from queer people before going back to ignoring the LGBTQ+ community the other 11 months of the year. But we’ve seen things change as the years go by. We’re spotting more and more Pride collections from companies that actually donate profits to queer charities, for instance.
Now that Pride Month 2022 is over, we’re taking a look back at some of our favorite (and in some cases, just the least blatantly offensive) attempts at rainbow capitalism.
Here’s our ranked list of 10 corporate 2022 Pride collections:
10. NASCAR
Hey, they’re trying, OK?
NASCAR very deservedly has a bad reputation within the LGBTQ+ community because of how hostile it’s been for queer people. But recently they’ve made moves to attempt to rectify this. NASCAR kicked off June with a message of support for the LGBTQ+ community, acknowledging previous shortcomings and a desire to make NASCAR more inclusive. And that “YAAASCAR” shirt? Awful and a must have.
Unfortunately, it doesn’t seem like NASCAR’s 2022 Pride collection includes any type of donation to a queer org, but as a whole NASCAR has a partnership for its 2022 season with an affiliate of the National LGBT Chamber of Commerce. That’s something.
9. The North Face
For the more outdoorsy type, seeing that The North Face on a list of Pride collections is exciting. Sadly, they took the easiest route — changing their logo to reflect the Progress Pride flag.
But also, in honor of Pride, they’ve donated $100,000 to Brave Trails, an organization that works with LGBTQ youth to help them explore the outdoors.
8. Converse
Converse always unveils Pride collections for the month of June, and sometimes they’re absolutely heinous. This year’s theme was “Found Family.”
Converse partners with several organizations, including It Gets Better Project, Skate Like a Girl’s Inclusivity Cooperative, The Theater Offensive, The Ali Forney Center, BAGLY, Out MetroWest and Las Fotos Project, through annual grants.
7. Dr. Martens
For Pride, Dr. Martens usually puts a subtle twist on one of their classic shoes. Sometimes simple is good, and this is definitely one of those times.
Their Pride 2022 shoe is a take on the 1461 Smooth Leather Oxfords. And Dr. Martens has a year-long partnership with The Trevor Project, under which the brand has made a $200,000 commitment.
6. Dad Grass
Similar to Converse’s “found family” theme, Dad Grass has taken a similar route with its Pride collection, collaborating with California-based artist Humberto Cruz (AKA I Scream Colour) on a Pride 2022 collection. There’s also a special edition of Dad Grass Hemp CBD and Mom Grass Hemp CBG Pre Rolls.
One hundred percent of the Dad Grass Pride collection proceeds go to Equality California. That’s major.
5. Xbox
Gamers have to get in on Pride too. Along with an Xbox Design Lab controller design that features different Pride flags from last year now available for everyone, there’s a full Pride collection with shirts, shorts and more.
Microsoft is donating an additional $170,000 to LGBTQ+ nonprofits including OutRight Action International, African Rainbow Family, the National Center for Transgender Equality and Fulcrum UA.
In addition, Xbox Publishing is donating $25,000 each to The Transgender Law Center and Trans Lifeline. That’s called putting your money with your mouth is, so listen up, all you other Pride collections!
4. UGG
The UGG Pride 2022 collection is top tier. UGG slippers are already the best things to wear around the house, and what better way to show some Pride than with rainbow fuzzy slippers?
They also have Pride slides, as modeled by nonbinary activist Alok Vaid-Menon (above), that are surprisingly cute.
UGG is donating $125,000 to The Trevor Project and has partnered with the Pacific Pride Foundation to create a queer-inclusive Proud Prom.
3. Cher x Versace
A Cher and Versace collab? Perfect, no critiques.
If you ever wanted to splurge on a Pride collection, this is the one to do it on. A portion of proceeds from the collection benefits Gender Spectrum, which provides resources for trans and gender-diverse youth.
2. Bratz
The Roxxi and Nevra dolls have been around for a while now — Roxxi was introduced in 2004, and Nevra made her debut in 2003 — and the two came out as girlfriends during Pride Month 2020 when Bratz spotlighted the two on social media.
For Pride 2022, Bratz collaborated with designer Jimmy Paul to dress Roxxi and Nevra for a special Pride edition 2-pack. And MGA Entertainment is donating $25,000 to The Trevor Project.
1. Target
Target constantly raises the standards of what Pride collections from major corporations should look like.
There’s no doubt Target can be really cringe when it comes to Pride — just look at some of their displays throughout the month — but overall Target manages to do a lot of things right.
Even with some slip-ups in the Pride 2022 collection — like having an unlicensed shirt with ACT UP’s “Silence = Death” phrase available for profit — Target responded quickly to the criticism and took it down.
Target collaborated with several queer artists for items in their massive 2022 Pride collections, and also collaborated with the queer brands TomboyX and Humankind. This collab has made clothes that are essential for some trans people — things like packing underwear, binders and swimwear — readily available to an underserved community. Now if only Target would make these available in stores year round …
