Inside Story

Every year, almost without fail, most major companies, including Target, release a range of Pride Month merchandise, usually donating at least some of the proceeds from that collection to an LGBTQ+ charity.

However, as Pink News reports, in recent months, multiple corporations have rolled back their support for LGBTQ+ pride and related initiatives, in the face of the Trump Administration’s shutdown of corporate DEI (Diversity, Equity and Inclusion) initiatives. Eve Keller, co-president of the United States Association of Prides told the the Wall Street Journal(WSJ) that the move away from sponsoring Pride events is partially due to “pressure” put on DEI programs by the Trump administration.

Recently, NYC Pride announced it had lost multiple major sponsors who previously financially supported the annual march. The WSJ reported that Mastercard is not renewing its corporate sponsorship for this year’s march after being a “platinum” sponsor for almost 10 years. Nissan, Citi, PepsiCo and consulting firm PriceWaterhouseCoopers (PwC) are also not sponsoring the event this year, according to the report.

Considering the current climate, it’s impressive that so many top, leading brands have opted to release major Pride collections. Here are the ones we’ve seen (so far):

Levi’s

The 2025 Levi’s Pride campaign, called “Meet You In The Park”, highlights the importance of safe spaces for queer people, with designs inspired by classic LGBTQ+ liberation iconography. The Pride collection comes just weeks after a vast majority of the company’s shareholders overwhelmingly shut down an attempt to dismantle the company’s diversity and inclusion efforts.

It includes a mesh top and graphic tee featuring the inverted pink triangle, a Nazi-era symbol that was sewn onto the uniforms of gay detainees in concentration camps, and was later reclaimed by the LGBTQ+ community. The collection also includes a demin jacket with the phrase “I know you know” on the back, along with a rainbow-themed bandana patchwork design.

Charity: The San Francisco-based brand makes an annual $100,000 donation to Outright International, a global organization working to advance human rights for LGBTQ+ people across the world.

You can shop Levi’s 2025 Pride collection here.

Diesel and Tom of Finland

Diesel and the Tom of Finland Foundation have collaborated on a Pride collection for the fourth year in a row. Tom of Finland is the pseudonym of Touko Valio Laaksonen, a renowned Finnish homoerotic artist.

The capsule collection features illustrations of cruising scenes, on a series of T-shirts, jockstraps and even a phone case. You can also buy hoodies, sweatpants, shirts and shorts with images from Tom of Finland Foundation parties and events that took place between 1990 and 2005, according to Sourcing Journal. Models for the campaign were cast on Grindr.

Charity: Proceeds from the Diesel Pride 2025 campaign will go to the Tom of Finland Foundation, which works to protect, preserve, document and educate the public about his work and other erotic artists.

Converse

To celebrate Pride Month 2025, Converse has launched its eleventh annual Proud to Be collection, with the tagline: “For those prouder than ever to be themselves.” The Converse Pride website states: “Converse has always stood with the proud, the daring and the unapologetic,” adding: “For our 2025 ‘Proud To Be’ celebration, we’re not looking back, we’re lighting the way forward towards a future of love and joy for everyone.”

The 2025 Proud to Be collection includes the new Chuck Taylor All Star Lift Double Stack, a chunky platform style, and the new Chuck Taylor All Star XXHi, a knee-high style.

Charity: Converse has stated that, through annual grants, they have “pledged and donated nearly $3.4M to local, national, and international organisations since we first launched our annual Pride campaign and collection in 2015.” Their current LGBTQ+ non-profit partners are listed as It Gets Better, IGLYO and Homotopia.

You can shop the Converse 2025 Pride collection now on converse.com.

MAC Cosmetics

MAC has launched its Viva Glam campaign and lipstick for Pride Month with the iconic LGBTQ+ trailblazer Kim Petras. Petras, the first openly transgender artist to win a Grammy, was the face of Mac’s iconic Viva Glam campaign last year, and she now returns for 2025.

Charity: Alongside donating 100% of the proceeds from the limited-edition $25 lip gloss (£23 in the UK), MAC has pledged to donate $1 million to Viva Glam charity partners, which include The Trevor Project, Hetrick-Martin Institute and It Gets Better.

Apple

Apple has launched its upcoming collection celebrating Pride Month; the new 2025 Pride Collection includes the Pride Edition Sport Band which is available now. As well as the Pride Edition Sport Band, Apple is releasing a downloadable rainbow-themed Pride Harmony watch face as well as new iPhone and iPad wallpaper.

The Pride Edition Sport Band is assembled by hand, featuring a rainbow stripe tapestry that varies in shape and size. This compression-moulded design means that every watch design is different, a reflection of the individuality of all members of the LGBTQ+ community.

Charity: The company’s website simply says “Apple is proud to financially support organisations that serve LGBTQ+ communities.”

The Pride Edition Sport Band is available to order on apple.com/uk and at Apple Store locations for £49. The band will also be available at Apple Authorised Resellers.

Puma

Sports clothing brand Puma, which has steadfastly refused to roll back its support for DEI (Diversity, Equity and Inclusion), has said “LGBTQ+ rights” and released a brand-new collection to “celebrate Pride worldwide.” States Puma, “Football-inspired pieces are transformed with terrace details, bold graphics, and all the colors of the LGBTQ+ flag. The result is a collection that urges the global community to work towards a more inclusive and accepting world, on and off the pitch. Stand out, be yourself, and play with pride.”

Puma’s Pride 2025 collection includes the snazzy Palermo Pride sneaker and Easy Rider Pride sneaker, the Cool Cat 2.0 Pride slide, multicolored football jerseys, rainbow-decorated shorts, tank tops, adjustable caps and more.

Charity: Puma collaborates with various LGBTQ+ charities, including the The Trevor Project, and GLAAD.

You can shop Puma’s 2025 Pride collection here.

Abercrombie & Fitch

Abercrombie & Fitch’s Pride 2025 collection includes 15 gender-inclusive pieces and a six-piece capsule for kids ranging from $19.95 to $90.

Charity: To date, Abercrombie has raised over $5 million for The Trevor Project. This year, the brand will donate $400,000 to the organization regardless of how much Pride merch is sold, to support LGBTQ+ youth.

You can shop Abercrombie & Fitch’s 2025 Pride collection at abercrombie.com.

Hollister

Hollister’s 2025 Pride Collection features 13 gender-neutral pieces priced from $16.95 to $49.95, celebrating inclusivity through vibrant designs and accessories, Women’s Wear Daily (WWD) reports.

Charity: Hollister has partnered with GLSEN for many years and has raised over $5.6 million.

The 2025 collection is available on hollister.com.

Skullcandy

Leading audio brand Skullcandy has unveiled its 2025 Pride collection. Skullcandy released its limited edition All Love collection on May 27, which has a cowboy/Wild West/rodeo theme. The description reads: “Yeehaw, honey. Our Love Collection is here and they’re riding in LOUD. Whether you’re stompin’ through the desert, strutting the main stage, these baddies are made to be seen and heard. These limited-edition All Love designs are available only at Skullcandy.com.”

The Skullcandy Pride 2025 collection includes rainbow chrome Icon ANC noise-cancelling headphones for $109.99, as well as Dime EVO wireless ear buds in a rainbow chrome case ($59.99).

Charity: Proceeds will benefit LGBTQ+ mental health charity To Write Love on Her Arms (TWLOHA).

You can shop Skullcandy’s 2025 Pride collection here.

JansSport

This year, JanSport’s 2025 Pride Collection consist of designs featuring positive affirmations to support the mental well-being of LGBTQ+ youth.

Charity: Like Abercrombie & Fitch, Jansport supports The Trevor Project. Over the past five years, the brand has donated more than $250,000 to the organization.

The collection is available on jansport.com.

Target

Despite its wider DEI rollback, Target has still released a 2025 Pride merch collection, though they’ve come in for criticism online, as the Pride collection appears to have been scaled back compared to previous years. The collection is centered on a collection of “Pride birds”, including two birds labelled “gal” and “pal”. More of the collection this year is only available online, rather than in stores, and all Pride merch is clearly labelled as “ADULT”.

Charity: It’s not clear what, if any, LGBTQ+ charities Target is planning to donate to this year, but in the past it has supported both GLSEN and the Human Rights Campaign.

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