Each year, major corporations like Target proudly launch their Pride Month merchandise, often contributing a portion of sales to LGBTQ+ charities. However, recent trends indicate a shift, as some companies have reduced their support for LGBTQ+ pride initiatives, influenced by political pressures surrounding Diversity, Equity, and Inclusion (DEI) programs.
Target is one such brand. Just days after a significant political shift, they announced plans to cut minority hiring goals while emphasizing the need to adapt to an “evolving external landscape” (CNN). Despite this, Target continues to release an annual Pride collection, albeit with some changes from previous years.
Recently, NYC Pride revealed a loss of key sponsors who had historically supported their annual march. Notably, Mastercard has opted out of its decade-long platinum sponsorship, with other brands like Nissan, Citi, and PepsiCo also stepping back.
As Eve Keller, co-president of the United States Association of Prides, shared, the withdrawal of support is partly due to the pressures exerted on DEI programs during the Trump administration.
Brands Celebrating Pride in 2025
Despite challenges, several brands are launching impressive Pride collections for 2025. Here’s a glimpse into some of these collections:
Levi’s
The 2025 Levi’s Pride campaign, titled “Meet You In The Park,” underscores the need for safe spaces for queer individuals. Notably, the collection includes:
- A mesh top and graphic tee featuring the inverted pink triangle, a historical symbol reclaimed by the LGBTQ+ community.
- A denim jacket emblazoned with “I know you know” and a vibrant rainbow-themed design.
Charity: Levi’s commits an annual donation of $100,000 to Outright International, advocating for LGBTQ+ rights globally.
Converse
Converse celebrates its eleventh annual “Proud to Be” collection for Pride Month 2025, emphasizing authenticity and self-acceptance. The collection features:
- Chuck Taylor All Star Lift Double Stack platform sneakers.
- Chuck Taylor All Star XXHi knee-high sneakers.
Charity: Converse has pledged nearly $3.4 million to LGBTQ+ organizations since 2015, partnering with groups like It Gets Better and IGLYO.
Apple
Apple’s 2025 Pride Collection includes the Pride Edition Sport Band, available now. The collection features:
- A downloadable rainbow-themed Pride Harmony watch face.
- Custom iPhone and iPad wallpapers.
Charity: Apple is committed to supporting organizations that uplift LGBTQ+ communities.
Puma
Puma proudly continues its support for LGBTQ+ rights while launching its 2025 Pride collection. Highlights include:
- Palermo Pride sneakers and Easy Rider Pride sneakers.
- Rainbow-decorated sportswear including jerseys and shorts.
Charity: Puma collaborates with charities such as The Trevor Project and GLAAD.
Skullcandy
Skullcandy has introduced its 2025 Pride collection, featuring limited-edition designs inspired by a Wild West theme. Offerings include:
- Rainbow chrome Icon ANC noise-cancelling headphones.
- Dime EVO wireless earbuds in a rainbow chrome case.
Charity: Proceeds support To Write Love on Her Arms (TWLOHA), focusing on mental health in the LGBTQ+ community.
Inclusivity in Fashion Collections
Hollister
Hollister’s 2025 Pride collection features 13 gender-neutral pieces, celebrating inclusivity with vibrant designs.
Charity: Hollister has raised over $5.6 million for GLSEN, supporting LGBTQ+ youth.
Abercrombie & Fitch
This year, Abercrombie & Fitch’s Pride collection includes 15 gender-inclusive pieces.
Charity: The brand has committed $400,000 to The Trevor Project this year, supporting LGBTQ+ youth.
Jansport
Jansport’s 2025 Pride collection promotes positive affirmations for the mental well-being of LGBTQ+ youth.
Charity: Jansport has donated over $250,000 to The Trevor Project over the past five years.
Target
This year’s collection focuses on “Pride birds,” with much of it available online. The merchandise is labeled as “ADULT.”
Charity: Details on Target’s charitable contributions this year remain unclear, although they have previously supported GLSEN and the Human Rights Campaign.
