Enfnts Terribles

The first Pride ever took place around the 1950s and 1960s in the United States. Annual reminders began in 1965 and took place each July 4 at Independence Hall in Philadelphia. It’s no secret the popularity of these Prides have increased. And so has the attention of brands. But what are the motives of these companies? And what the fuck is “pinkwashing”?

Pinkwashing

Pinkwashing, also called queer-baiting, is very similar to greenwashing. But this time it’s about “supporting” the LGBTQ+ community. Lately, almost every brand has brought out its own LGBTQ+ (clothing) line. We can only applaud brands publicly supporting and creating awareness around this community, but what’s the use of it when the community only exists during June? Creating a rainbow-inspired collection is, unfortunately, not enough. Especially since everyone knows that supporting diversity sells. So, the motives sometimes are just money. And that is a problem. You cannot support such a vulnerable community, sell products for them and in their name, and not give (money) back. Another problem is excluding LGBTQ+ people in the process. For example, excluding them to design and promote the collection.

Simply put, brands that are guilty of pinkwashing have a double agenda. They support the community during June, without including the community, giving back and don’t care about their rights during the rest of the year. And that’s just not how it works.

Which brands do it right?

Luckily for the world, there are some brands that truly understand the meaning behind the pride movement. We could expose some of the brands that are guilty of pinkwashing, but we decided to spread positivity instead. So we’ve listed some of the brands for whom the people of the LGBTQ+ community exist in other months than June and thus are not guilty of pinkwashing.

Nike

Nike annually celebrates the LGBTQ+ community with its BETRUE collection. The first collection of this range came out in 2012. Back then it started as a grassroots effort led by Nike employees in the Pride network, seeking to build a community diverse in orientation, identity and expression focussing on community initiatives to advance equality in sport. And ever since, we’re all following the BETRUE collections created and managed by Nike designers in the LGBTQ+ community.

For their 2019 BETRUE collection they partnered with the Gilbert Baker Estate (the creator of the Rainbow Flag). For the first time, the footwear, apparel and accessories all feature the icon’s original eight-color flag, as well as other meaningful “Gilbert-y” touches and symbols of Pride.

Besides their annual release of this collection (June), they support the community year-round.

Ben & Jerry’s

Ben & Jerry’s is not only a delicious ice cream, but they also have a long and proud history of commitment to social justice, including LGBTQ+ rights and marriage equality. More so, this commitment is grounded in the company’s core values. They stand for equal civil rights for everyone. Over the past couple of years Ben & Jerry’s has supported the LGBTQ+ community in multiple ways.

Even way back in 1989, Ben & Jerry’s was the first major employer in Vermont to offer health insurance to domestic partners of employees, including same-sex couples; it was the only right and fair thing to do in their eyes. They do not bring out a special LGBTQ+ flavor or packaging or whatsoever in favor of the LGBTQ+ month, so there is no question of pinkwashing. They do support Pride and other LGBTQ+ movements.

Disclaimer: these brands are of course not the only brands that do a great job, but just keep in mind when shopping your pride-look, some brands are just interested in your wallet. While so many people in the community can use that money so badly.

Photo credits: Levis,  MAC Cosmetics and Nike