This Pride month, show your support by choosing products with purpose. No more rainbow washing, we’re talking Pride-themed apparel, footwear and accessory collections from brands that give back to the LGBTQIA+ communities. From partnering with queer artists on thought-provoking collections to donating proceeds of sales to vital causes, discover the new drops with a difference and where to shop them on Oxford Street.
Created in collaboration with queer South African designer Rich Mnisi, this year’s Adidas Pride collection is a celebration of self-expression, imagination and the unwavering belief that love unites. It also happens to be incredibly stylish, bursting with bold graphics and vibrant colours. Alongside its collection, the brand has partnered with Tom Daley, Jari Jones and Athlete Ally to write open letters to the world, encouraging others to join the fight against homophobia in sport.
Shop the collection at Adidas, 425 Oxford St, London W1C 2PG
Celebrate your individuality with the VANS Skate Classics styles that speak to you! Thanks to the eclectic visuals and clever construction, the Pride Skate Old Skool gives you the iconic look you want while bringing all the performance benefits skateboarders demand. The brand is also donating a whopping $200,000 to organisations committed to uplifting the LBGTQIA+ community.
Shop the collection at VANS, 214 Oxford St, London W1D 1LA
This year, Nike has joined forces with queer artist and designer, Zoe Schlacter to create the 2023 Be True collection. Known for their distinct geometric patterns and colourful graphics, Zoe’s fresh perspective is a celebration of LGBTQIA+ communities and their legacies. Shop tees, trainers and more in nostalgic ’60s hues that put a vintage spin on the Pride flag. Nike also continues to support several LGBTQIA+ focused orgnisations like Note a Phase, a trans-led grassroots charity dedicated to uplifting the lives of trans+ people across the UK.
Shop the collection at Nike Town, 236 Oxford St, London W1C 1DE
For decades, Dr. Martens boots have stood with LGBTQIA+ wearers at Pride marches around the world. This season the brand pays tribute to the movement with new gender-neutral shoes designed for the next generation of wearers, featuring rainbow graphics, a flexible sole for little feet and, of course, the brand’s iconic yellow stitching.
Shop the collection at Dr Martens, 386 Oxford St, London W1C 1JT
Walk with Pride in the Happy Socks’ Pride stripe socks, featuring an updated design to reflect the Progress Pride Flag. Committed to supporting the LGBTQIA+ community all year round, 10% of net sales from all Pride-related products sold will be donated to a charity organisation that contributes to the fight for equal rights for the community.
Shop the collection at John Lewis & Partners, 300 Oxford St, Westminster, London W1C 1DX
Bag this Pride tote from AllSaints and know that £10 from every sale will go to the brand’s chosen Pride charity of choice, Kaleidoscope. Loved for its cool, grunge aesthetic, the cult British brand draws inspiration from East London’s community of artists and musicians who are unafraid to express themselves.
Shop the collection at Selfridges, 400 Oxford St London W1A 1AB
Discover the new capsule from BOSS celebrating iconic American artist and activist Keith Haring. A genuine trailblazer and philanthropist, Haring was unafraid to speak out against social injustice and to live life on his own terms. Shop new looks inspired by his iconic motifs with designs that evoke the freedom to be the BOSS you are. In addition to the collection, HUGO BOSS will be making a contribution to ILGA World in support of equal rights of LGBTQIA+ individuals.
Shop the collection at BOSS, 388 to 396 Oxford Street, London W1C 1JT
Looking for more inspiration? Discover the many ways to celebrate Pride in London’s West End.