For years Queer News Tonight would do countless stories on Rainbow Capitalism leading into June Pride Month. Often, it was a silly joke made by us. But in 2025 we might look back to those good old days. As June begins, so does Pride Month—and while corporate support has become dramatically less predictable over DEI rejection, several major brands are still stepping up with 2025 Pride collections. Let’s focus some of that Rainbow capitalism.
Levi’s leads with its “Meet You In The Park” campaign, celebrating safe spaces for queer folks, with designs inspired by LGBTQ+ liberation iconography. Converse continues its annual tradition with the eleventh “Proud to Be” collection, honoring those prouder than ever to be themselves. Apple joins in with its new 2025 Pride Collection, featuring the Pride Edition Sport Band. Puma, unflinching in its DEI support, released a bold new line to “Celebrate Pride Worldwide.”
Skullcandy’s “All Love” collection leans into Wild West flair, while Hollister’s 13-piece gender-neutral collection shouts inclusivity in color and style. Abercrombie & Fitch brings 15 gender-inclusive pieces, plus a six-item kids’ capsule. And JanSport puts the focus on queer youth mental health, with affirming designs.
Despite its wider DEI rollback, Target has released a 2025 Pride merch collection. Even simple messaging can be important. For example, The NFL’s Carolina Panthers is promoting an LGBTQ message of “Football is for Everyone.” Corporate support may be uncertain this year, but for now, Pride’s still got merch and message.
