LGBTQ+ and ally shoppers need not look far back into the catalogs of Pride Months past to see an endless slew of cringe-worthy, corporate slop marketed as queer-affirming merch.
In recent years, major retailers — especially Target — have received flack for their Pride Month collections, and have even removed items made by LGBTQ-owned brands from shelves.
While some may find corporate Pride collections tasteless or outdated, worst of all, they are a symptom of a larger issue: rainbow washing.
Rainbow washing (sometimes also referred to as pinkwashing) is when a company displays superficial and inauthentic support for the LGBTQ+ community by profiting off of Pride Month, without supporting marginalized shoppers or employees year round.
This is especially true, once again, for Target. The big box giant has quietly begun displaying its 2025 Pride collection (which features placeholder text on its tags) without acknowledging a growing consumer frustration with its rollback of diversity, equity, and inclusion programs.
Although shopping for new Pride merch every year is certainly not a requirement, the good news is that there are plenty of brands — both major retailers and small, indie businesses — that do get it right.
If you’re looking to support an LGBTQ-owned business or give back to organizations supporting LGBTQ+ communities, here are our recommendations for Pride Month 2025.
By the way, some of the products and links in this article are partners and affiliates, which means if you make a purchase after clicking a link, we may earn a commission at no extra cost to you. Everything in this article was independently and honestly written by the Good Good Good team. Thank you!
The best give-back Pride merch of 2025
The American Civil Liberties Union
That’s right, the ACLU has one of the best Pride collections out there this year. From a T-shirt quoting Marsha P. Johnson to a reusable Baggu bag that says “Support Your Local Drag Queens,” this merch shop is full of thoughtful apparel designs that truly re-center the meaning of the occasion.
The best part is that all proceeds go right back into the ACLU’s nationwide efforts to defend and protect transgender rights.
→ Shop the ACLU’s Pride collection
Bombas
Bombas has always had a robust give-back approach to business. Since its inception, the brand has donated an essential clothing item to people experiencing homelessness for every item purchased, and they just surpassed 150 million donations.
For Pride Month, Bombas is focused on the reality that LGBTQ+ youth are 120% more likely to experience homelessness compared to their peers. So, every Pride item purchased will also be an item that is donated to organizations serving LGBTQ+ individuals facing homelessness.
Plus, the collection is just super cute! It features plenty of comfy, colorful socks, as well as gender-neutral underwear.
→ Shop the Bombas Pride collection
Levi’s
If you’re looking for a subtle and timeless Pride look, Levi’s is the place to search.
With small, colorful embroidery on denim hats and tote bags, as well as bolder looks, like a fully embroidered jacket reading “I know you know,” the collection does a great job of incorporating the brand’s signature styles with a queer twist.
The stand-out piece of the collection is a T-shirt with a pink triangle that reads: “United for freedom, our diversity is our strength.”
Levi’s also commits to a $100,000 annual donation to Outright International in support of its Pride collection, supporting human rights all over the world.
→ Shop the Levi’s Pride collection
Lucy & Yak
Lucy & Yak is a United Kingdom-based brand famous for its colorful dungarees and jumpsuits. This year, the brand’s Pride collection is titled “The Bonds Between Us” and features a graphic tee, jumpsuit, and dungaree shorts, all designed by artist Amanda Lobos.
“Her captivating style is a reflection of her experiences as a young, black bisexual artist and her vibrant, joyful, and bold motifs are a desire to celebrate life and to encourage others to do the same,” the product page shares.
In its marketing, Lucy & Yak also included biographies about its diverse spectrum of LGBTQ+ models, as well as a roundtable discussion about what being in the queer community means to them.
In addition to this, 100% of the profits from this collection will be split among three charities: Nai Bhor Sanstha, Nutshell, and ParaPride.
→ Shop the Lucy & Yak Pride collection
Bark
Who said Pride wasn’t for pets? Bark — the company behind the Bark Box subscription — has created a hilarious Pride dog toy collection that will have your pup slaying all month long.
Some standouts include Slay The Dragon Queen, Loud and Proud Cloud, and The Gaylien.
“At BARK we put our money where our snouts are,” the company adds on its Pride product pages. “A portion of proceeds from the Pride collection will go to our friends at Kaleidoscope Youth Center.”
These items are only available as part of new or existing Bark Box subscriptions.
→ Shop the Bark Pride collection
Converse
For Pride this year, Converse has introduced a “Proud To Be” collection, which is a 10-year-anniversary collection of its very first Pride products, which debuted in 2015.
To do this, the brand is including older designs from years’ past, as well as a simple customizable Pride sneaker that features options to include a nonbinary, trans, lesbian, and bisexual pride flag emblem.
Additionally, Converse is celebrating nearly $3.4 million donated to local, national, and international organizations supporting LGBTQ+ people since its first Pride campaign.
This year, purchases will benefit nonprofit partners including the It Gets Better Project, The Ali Forney Center, BAGLY Inc, and The Theater Offensive.
→ Shop the Converse Pride collection
The best LGBTQ-designed Pride collections of 2025
Gay Pride Apparel
Gay Pride Apparel is an independent business founded by two first-generation Mexican-Americans — Jesus and Sergio — in 2019. After attending New York City Pride in 2018, the pair realized they wanted to create a brand that could help people celebrate Pride all year long.
This year’s collection includes a shirt that reads “No Pride For Some Without Liberation For All,” and features a photo of Marsha P. Johnson and Sylvia Rivera, as well as bandanas for various LGBTQ+ identities, and embroidered hats with fun phrases like “The Gays Are Gaying.”
They offer apparel, accessories, flags, and home goods that give back to LGBTQ+ organizations every year. Gay Pride Apparel donates via direct fundraising campaigns, collaborations with nonprofits, and by sponsoring nonprofit events.
→ Shop the Gay Pride Apparel 2025 Pride collection
Wildfang
Wildfang is a queer and female founded fashion brand that “rethinks gender norms.”
Since its inception, Wildfang has given over $1 million to good causes, and it even achieved a Guinness World Record for the world’s longest drag show, which raised over $300,000 for The Trevor Project.
The brand doesn’t have an official Pride collection, but they have collaborated with Vivian Wilson, a trans model and personality best known for her standing up to her father, Elon Musk.
As part of the collection, Wildfang has released a shirt designed by Wilson that reads: “Existing Shouldn’t Be Revolutionary.” All profits of the design will be donated to The Trevor Project.
→ Shop Wildfang’s Vivian Wilson collection
Mythical
The online shop of Youtube personalities Rhett and Link of Good Mythical Morning, Mythical creates a robust Pride collection every year, with new designs from LGBTQ+ artists.
This year, the collection includes a new retro rainbow stripe sweatshirt by artist Carra Sykes, as well as long-time favorites, like tees that read “Everybody knows I love lesbians,” and logo products in varying LGBTQ+ colors.
All profits go to Outright International and the Los Angeles LGBT Center, which Mythical has already supported with $150,000 in donations.
→ Shop Mythical’s Pride collection
Flavnt Streetwear
Flavnt Streetwear is a queer-owned Pride shop that operates online year-round. All purchases support the Marsha P. Johnson Institute or for gender-affirming surgeries. To date, Flavnt has raised over $50,000 to help people get the care they need.
The brand carries binders, apparel, and accessories, and while the whole year is dedicated to celebrating Pride, its latest capsule collection is perfect for June.
Favorite tee designs display phrases including: “LGBTQIA people have always existed,” “Hot trans boy summer,” “Queer & thriving,” “Sapphic summer,” and “Make America queer again.”
→ Shop Flavnt Streetwear’s 2025 Pride collection
TomboyX
TomboyX is a swim and underwear brand created by couple Fran and Naomi in 2013. They offer products specifically for trans and nonbinary shoppers, with gender affirming swim and underwear, and safer alternatives to binders.
This year’s Pride collection features bras, underwear, and swimwear in a wide array of rainbow colors. Whether you’re looking for a bold gradient swimsuit, a more subdued boxer brief, or a playfully patterned bralette, TomboyX has it.
Although it doesn’t seem like the brand is donating to any particular organization for Pride Month, it is a certified B corp and is made up of a diverse team.
“Our team is 30% LGBTQ+, 77% female-led, and 35% BIPOC,” TomboyX’s website reads. “When it comes to suppliers, we prioritize women-owned businesses, environmental certifications, and living wages.”
→ Shop the TomboyX 2025 Pride collection
Header images courtesy of Bombas, Levi's, Gay Pride Apparel, ACLU, Wildfang, Converse, and TomboyX
