Why Is It So Hard to Find Pride Clothing That Is Not a Scam?

Like clockwork, the rainbows appear every June. Not only on flags flying with pride during parades or painted on faces during block celebrations, but also on baseball caps embroidered with sayings like "Slay All Day" or "Yaaas Queen," T-shirts in big-box stores, and mugs at checkout counters. The flood of corporate "allyship" that frequently resembles performance art rather than genuine solidarity arrives with Pride Month.

I understand, as a queer person. Visibility is important. There is nothing intrinsically bad about a rainbow on a shelf. And every glimmer of pro-gay sentiment in public feels like a tiny reprieve in a year when lawmakers are increasingly threatening LGBTQ+ rights, particularly trans rights. However, why is it so incredibly difficult to locate Pride merchandise that feels deliberate, considerate, and not just a hasty dash to the register?

The Rainbow-Washing Problem

The rainbow itself is not the main problem; rather, it is the careless way it is used. When big-box stores add rainbow stripes to the same basic t-shirt they sell all year long, raise the price by $5, and then claim that this is activism? That is not assistance. That is a tactic. And customers are beginning to pay attention.

Rainbow-washing, the practice of seeming to embrace LGBTQ+ people

without providing meaningful evidence, is a type of superficial branding. Consider businesses that fund anti-gay politicians throughout the year while releasing a Pride collection in June.

The paradox is annoying. At its core, Pride was a riot—a popular uprising against systematic oppression and police brutality. And now, decades later, we are expected to think that a sweatshop-made, blinged crop top is the epitome of the revolution?

The Good Stuff Is Where?

To be clear, wanting high-quality Pride merchandise does not imply shallowness. Self-expression has long been facilitated by clothing, which for marginalized people can simultaneously serve as celebration, protest, and armor. Wearing your individuality on your sleeve is perfectly acceptable. Literally.

However, finding something that looks good and represents something

genuine should not be this difficult. Not everyone wants to wear shirts that read "Love is Love" in Comic Sans or fluorescent glitter. Instead than being reduced to a marketing demographic, some of us choose more subdued expressions, such as intelligent design, nuanced language, and clothing that reflects our values.

Thankfully, some manufacturers are doing it correctly. Pride collections have been produced all year long, not just in June, by smaller, queer-owned labels like Wildfang, FLAVNT, and TomboyX, with the money raised supporting LGBTQ+ NGOs and mutual help. Additionally, some bigger businesses are starting to take notice by investing in long-term projects, collaborating with LGBT artists, and putting their money where their slogans say it.

What to Search for

Here are some things to look for this Pride Month if you are attempting to distinguish the wheat from the rainbow-colored chaff:

Transparency: Does the company give a percentage of its earnings to groups that support LGBTQ+ people? Do they know just how much?

Representation: Do queer individuals work in the background? creating the merchandise, promoting it, or modeling it?

Support throughout the year: Do they also serve the community in December, or only when it is convenient for them?

Integrity of design: Does the merchandise feel wearable outside of the parade route? In October, would you wear it?

Pride Is Not Just a Phrase

Pride is fundamentally about belonging, celebration, and opposition. 

Instead of making us feel like walking billboards for a company's inclusiveness requirement, it should make us feel strong, visible, and attractive.

If the rainbow cup makes you happy, then sure, buy it. Put on the glitter. Celebrate in any way you like. Demand more, though. Because limited-edition hoodies and lip service are not enough for us. We are entitled to clothing that truly celebrates our individuality.

And truthfully? That is the most awesome thing ever.