Another Pride, another Pride collection – but instead of splashing on a rainbow flag and hoping for the best (or that no one will question their true motives), we’re happy to report that there are some brands out there who are doing their bit to give back. boohooMAN has long been an advocate for the LGBTQ+ community, supporting Pride on a consistent basis and donating to causes that truly make a difference – and this year’s no different.
Releasing a capsule Pride collection of casual everyday pieces, each look is designed as a celebration of love and defining your own identity - and doing it in style. Firstly, the creative concept for this year’s boohooMAN Pride campaign is genuinely well thought out and actually pretty touching. The creative behind the shoot was inspired by Isaac Newton's theory of light meeting at one point and creating colour. You remember, that diagram in your physics textbook where light hits the triangle and a rainbow of light comes out? Here, it is used as a representation of all different types of people coming together, being united and celebrating in the colours of pride. See, told you it was good.
Plus, the clothes are ultra wearable too. Continuing with its “love is love” messaging and adding it to a new slew on monochromatic and loud and proud prints, the brand has also introduced pronoun prints around He/His, She/Her, They/Them to further promote the idea that love is for all, regardless of gender and labels. Staying true to the messaging and enhancing the meaning behind the collection, the product was also shot on gorge non-binary model Tee. The Embroidered Love Is Love Tee is undoubtedly the most subdued of the bunch, making a great day to day option for June and any other month for that matter. For more of an impulsive Pride-packed purchase, you need look no further than the tie dye hoodie and shorts co-ord, emblazoned with pronouns, colour and good vibes.
But let’s not forget this isn’t just about looks. 10% from the sale of these products are being donated straight to the charity OutRight, a global LGBTQ organisation that invests heavily in partnerships with grassroots communities, human rights defenders, and allies around the world. From providing necessary training with partners to strategising for LGBTIQ rights documentation and advocacy, the work of organisations like this is the single greatest factor to produce much-needed cultural, social, and legal change.. This year Outright has also launched a special Ukraine fund because in times of crisis and political upset, LGBTQ people face greater risk.
Maybe you don’t really sit in the rainbow-wearing camp, or maybe you do and you’re eager to get on talons on a bold and beautiful purchase for your next big Pride party. Either way, you won’t go wrong with a charitable high street purchase under £30. Go on, see the best bits below.