North Face has doubled down on its Pride Month campaign and LGBTQ+ allyship after conservative backlash. 

Over the last few months, conservative people have made it their mission to slam and harass any brand with an LGBTQ+ inclusive message or partnership.

Back in April, Budlight came under fire after trans TikTok star Dylan Mulvaney took to her social media channels to promote the company’s March Madness contest whilst simultaneously celebrating her first year living as a woman.

While many of her fans celebrated the wholesome partnership, right-wing lawmakers and conservatives – including Kid Rock and Marjorie Taylor Greene – announced their boycott while also spewing violent anti-trans rhetoric.

The US-based retailer Target faced a similar reaction earlier this month after it introduced its trans-inclusive Pride Month merchandise into stores. 

Due to the backlash – which included bomb threats, boycotts, and some of their employees facing violent threats from right-wing customers – Target removed some of the recently released merch.

A spokesperson told The Daily Beast: “Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and wellbeing while at work… Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”

Now it looks like conservatives have set their sights on the activewear brand The North Face. 

On 23 May, the company announced its Summer of Pride event on Instagram with the help of drag artist Pattie Gonia. 


View this post on Instagram


A post shared by Pattie Gonia (@pattiegonia)

“Nature lets you be who you are, so, for the second year in a row The North Face is hosting Summer of Pride together with Pattie Gonia (they/she) to celebrate you and all the beautiful ways you get outside,” the caption read. 

In the video, Pattie added: “Hi it’s me Pattie Gonia, a real-life homosexual, and I’m here with The North Face to help you come out… in nature with us.” 

Unsurprisingly, the campaign was met with immediate backlash, resulting in The North Face turning off the post’s comment section. 

While the brand faced unwarranted and diluted critiques from conservative customers, the brand doubled down on its Pride Month campaign and LGBTQ+ allyship in a recent statement. 

“The North Face has always believed the outdoors should be a welcoming, equitable and safe place for all. We are honored and grateful to support partners like Pattie Gonia who help make this vision a reality,” a spokesperson for North Face told Newsweek.

“Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.” 

The company also echoed similar sentiments in one of its Pride Month posts, stating: “We’re partnering with Pattie because we believe the outdoors are for everyone.” 

North Face’s recent statements have received support from LGBTQ+ activists like GLAAD president and CEO Sarah Kate Ellis, who praised the brand for its unwavering allyship. 

“The North Face’s decision should be a signal to other companies that including LGBTQ people and allies is better for business than siding with a small number of violent extremists who want to keep LGBTQ consumers and employees invisible,” she said in a statement.