This year marks the 50th anniversary of the Stonewall Riots, a series of demonstrations made by members of the LGBTQ+ community that took place in Greenwich Village in Manhattan, New York.
While not only releasing collections and pride-themed products, these companies are giving back and donating to LGBTQ+ organizations. Brands such as Harry’s, Converse, Tom’s, Postmates and many more are stepping up.
Postmates will donate $10,000 to the Human Rights Campaign as well as offering some specials in the Los Angeles area. Mac Cosmetics will donate more than $500,000 to GLAAD over the next two years and offer some exclusive pride-themed makeup, according to Newsweek. American Apparel released a pride collection and will donate 100 percent of the profit to the Los Angeles LGBT Center.
Target decided to help its customers celebrate in style. On June 3 the company announced it was releasing a new collection to help “Target guests celebrate in style.”
Target wrote on its blog that a group of Target team members from different department collaborated on a collection of more than 90 items throughout the store, working closely with Target’s Pride Business Council. The goal of the initiative was to create inclusive items for everyone, extending clothing sizes and other initiatives. The collection will be available in more than 350 Target stores nationwide. “Target partners with organizations that support the LGBTQ+ community, including financial contributions and team member volunteerism, throughout the year,” Target wrote. “And in celebration of Pride month, Target will contribute $100,000 to support GLSEN.”
Target team members participate in pride activities and parades as well as volunteer in their local communities during pride month.
However, some feel that these brands are trying to profit off the LGBTQ+ community. In a post by Reporter Irene Merrow, she states that big companies are trying to profit off of a community they’ve mostly ignored and neglected.
“Plus, many of these corporations will spend all of June selling pride merch, and then taking that money and using it to fund the GOP and other conservative organizations,” Merrow wrote. “In short, big corporations and brands are trying to hijack Gay Pride and it’s total BS.”
Most unhappy with brands jumping on the band wagon are taking to Twitter to vent their frustrations.
Twitter user Joel Kim Booster tweeted, “Happy pride! Skip the rainbow Oreos and eat a (Gay) rich person.” Another user, Indya Moore, tweeted, “Capitalism celebrates pride month by taking Queer peoples money lol.”
Capitalism celebrates pride month by taking Queer peoples money lol
— IAM (@IndyaMoore) June 1, 2019
Happy pride! Skip the rainbow Oreos and eat a (Gay) rich person.
— Joel Kim Booster (@ihatejoelkim) June 1, 2019
While some brands are donating to LGBTQ+ organizations, many feel it’s problematic that they are capitalizing on the celebration of a community.