All of the companies who have released Pride Month 2025 collections despite Trump’s DEI crackdown
Abercrombie & Fitch, Skullcandy, Puma and Levi’s are amongst the brands still supporting Pride Month (Canva)
Abercrombie & Fitch, Skullcandy, Puma and Levi's are amongst the brands still supporting Pride Month (Canva)
Every year, almost without fail, most major companies in the US and beyond release a range of Pride Month merchandise, usually donating at least some of the proceeds from that collection to an LGBTQ+ charity.
However,this year, multiple corporations have rolled back their support for LGBTQ+ pride and related initiatives, in the face of president Trump’s attacks on corporate DEI (Diversity, Equity and Inclusion) initiatives.
Target is one of those companies. Just four days after Trump’s inauguration, Target issued an announcement stating that it planned to eliminate hiring goals for minority employees and also stressed the need for “staying in step with the evolving external landscape,” CNN reports. However, despite their DEI rollback, the company has still released an annual Pride collection: more details below.
Recently, NYC Pride announced it had lost multiple major sponsors who previously financially supported the annual march. The Wall Street Journal 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.
Eve Keller, co-president of the United States Association of Prides told the outlet that the move away from sponsoring Pride events is partially due to “pressure” put on DEI programs by the Trump administration.
Here are the major, leading brands and companies who have released 2025 Pride merch so far, including Converse, Hollister, and Disney.
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.
Calvin Klein
Legendary fashion chain Calvin Klein has debuted its 2025 Pride collection featuring LGBTQ+ Monsters star Cooper Koch. The limited edition line has a “retro fitness attitude” and features apparel and underwear adorned with rainbow CK logos.
Speaking to Esquire about his role in the campaign, Koch said: “It means the world. I’m so happy that Calvin Klein is such an ally to the gays.”
Charity: Calvin Klein supports a range of LGBTQ+ non-profits, including The Trevor Project, the Transgender Legal Defense & Education Fund and the National Pulse Memorial & Museum.
Diesel
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.
Urban Outfitters
Urban Outfitters has released a special vinyl collection to mark Pride Month 2025.
As part of UO Celebrates: Pride, the 18-title lineup legendary releases from RuPaul, Kesha, Britney Spears, and a new drop from Frankie Grande, amongst many other titles. The collection is available online and at select Urban Outfitters stores starting June 27.
Charity: Urban Outfitters will be continuing its decade-long partnership with GLSEN. As part of their Pride Month campaign, UO will be offering a 30-day cashwrap campaign across all North America retail locations where shoppers can round their purchase to the nearest dollar and proceeds directly benefit GLSEN.
American Eagle
American Eagle’s collection, which you can shop here, includes 52+ styles that the brand says “embody a DIY spirit of self-expression (think paint-splattered denim, crochet, and custom-feel graphics).”
The collection includes a variety of tanks, tees, pants, and accessories.
Charity: The AE Foundation will make a contribution to longtime nonprofit partner It Gets Better this June.
Guess
Guess Watches have launched a 2025 Pride collection. This year’s theme, “Color Your Heart, Color Your Mind, Color Our World,” invites individuals to wear their Pride watch with purpose, according to Morning Star.
Brett Gibson, President of Guess, explained: “Our Worn with Pride collection celebrates inclusivity and self-expression through beautifully crafted watches that allow consumers to make their own personal statement every day. In partnership with The Trevor Project, we aim to uplift communities and create a meaningful impact. This initiative transforms pride into purposeful action and celebrates the diversity that strengthens us all.”
Charity: Guess Watches has partnered with The Trevor Project since 2021 and will contribute $25,000 to the organization in 2025.
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.
Walt Disney World
@wdwnt This year’s Pride Collection has arrived at Walt Disney World Resort, just in time for Pride Month in June! For full details on each item and prices, read our article on WDWNT.com! Which piece is your favorite? Will you be buying any? Let us know in the comments! • #pride2025 #waltdisneyworld #disney #themepark #pridemonth #pride #mickeymouse #apparel #merch #disneymerch #disneymerchandise #merchandise #magickingdom ♬ Touch – KATSEYE
Walt Disney World News Today (WDWNT) reports that the 2025 Walt Disney World Pride collection is now available in the theme park, and includes Pride ear headbands, Pride baseball caps, and a Stitch plush toy wearing a Pride sweatshirt. You can see the full collection here.
Charity: According to the Walt Disney Company: “The Disney Pride Collection was created by members and allies of the LGBTQIA+ community. The Walt Disney Company proudly works with nonprofits throughout the year to support the LGBTQIA+ community globally.”
Reiss
Clothing retailer Reiss has just launched a special Pride 2025 collection with LGBTQ+ diving champion Tom Daley, who is also known for his love of knitting.
Reiss say that as well as paying homage to Daley’s knitwear obsession, it’s also inspired by the themes of “love, pride and water”.
The unisex capsule collection consists of 15 pieces in “relaxed silhouettes with a focus on knitwear, crochet and sequins”, Fashion Network reports. You can shop the collection here.
Charity: All proceeds from the collection will be donated to Rainbow Railroad, a charity that helps provide support and safety for LGBTQ+ people around the world.
Chrome Industries
Chrome Industries’ 2025 Pride Collection has been created in collaboration with Rio Uribe (RIO Sport, formerly Gypsy Sport). The limited edition collection features 12 pieces celebrating LGBTQ+ and BIPOC communities “through the vibrant spirit of L.A.’s lowrider culture.” You can shop the collection here.
Charity: A portion of proceeds will go to support Somos Familia Valle, an LGBTQ+ community organization dedicated to supporting, empowering, and mobilizing families and allies for racial, gender, and economic justice in the San Fernando Valley.
Nivea
Skincare brand Nivea are running their Proud In Your Skin campaign for the second year in a row.
The collection includes a limited-edition Pride NIVEA Creme Tin, described by Nivea as a “symbolic show of support”, which is available on Amazon and in select Walgreens stores in the US.
Charity: Proceeds will go to support PFLAG’s Connects: Communities program, expanding virtual programming and resource access for LGBTQ+ people and their families.
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.”
“Football-inspired pieces are transformed with terrace details, bold graphics, and all the colors of the LGBTQ+ flag,” said Puma. “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.
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.
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 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.
Abercrombie and 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.
Marmite
Love it or hate it, manufacturers of the black, yeasty spread beloved by many UK residents have said “LGBTQ+ rights” and released a special edition Pride Month jar in collaboration with legendary musician Elton John.
The label artwork is inspired by the 1983 Elton John hit single ‘I’m Still Standing’, a song about resilience.
Charity: The limited-edition jar signals the end of Marmite’s three-year partnership with the Elton John AIDS Foundation, a deal that included a $1m total donation to support the Foundation’s work to end Aids.
JanSport
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 organisation.
The collection is available on jansport.com.
Target
@underthedesknews Targets Pride Collection 2025 – will not be getting a dollar off this family – oof. #pride #wlw #greenscreen ♬ original sound – UnderTheDeskNews
As mentioned above, despite its wider DEI rollback, Target has still released a 2025 Pride merch collection, though they’ve come in for criticism online.
The Pride collection appears to have been scaled back compared to previous years, and is centred 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.
