Photo : Target

This June, President Trump is celebrating the start of Pride month by trying to make a profit—and selling a new line of “LGBTQ for Trump” T-shirts on his website, which retail for $24 each.




Recently, politicians and retailers alike have raised a rainbow flag in solidarity with the LGBTQ community, splashing slogans like “Love First” across branded merchandise—California Senator and presidential hopeful Kamala Harris is selling her own line of Pride merchandise (and her campaign will keep all that money, too).

Meanwhile, retailers like Starbucks celebrate Pride with a branded, rainbow tumbler at its stores, the proceeds of which may or may not go to any pro-LGBTQ cause. If you’ve ever wondered which retailers you should support this upcoming Pride month, it’s a reasonable question.


If you wouldn’t ordinarily buy a Pride branded T-shirt from J. Crew—which donates a percentage to the Human Rights Campaign—then yes, it’s better to buy than to not buy at all. But if you want to support a cause by purchasing a branded item, your money may go a greater distance with some retailers over others (or by donating to them directly).

Here’s a roundup of retailers donating their proceeds to worthy organizations—and those that you should avoid if you’re looking to funnel part of your purchase towards a worthy cause.

Photo : Leon Neal ( Getty Images

Converse

The merch: Converse has a line of Pride-branded high- and low-top shoes in addition to T-shirts, a hat, and a fanny-pack. (Some items are already sold out, however.)


The money: According to its website, contributions are being made to the It Gets Better Project and OUT Metrowest (a Boston-based organization for LGBTQ youth), but the website makes no mention of where these contributions are coming from. Is it from the purchase of an item? Is Converse making their own separate donation? Who knows.


Express

The merch: Express has partnered with GLAAD on its Pride merchandise collection, which includes T-shirts, hoodies, bodysuits, boxer briefs, and tube tops.


The money: “For every Love Unites item you purchase by July 15, Express will donate 25% of the net income to GLAAD (a $100,000 minimum donation) to accelerate acceptance for the LGBTQ+ community,” Express’ website reads; net income likely means they’ll donate after accounting for any relevant expenses.

The merch: H&M is releasing a line of Pride-branded merchandise on May 30, which will include T-shirts and crop tops.


The money: According to a press release, 10% of each sale (presumably, each item rather than an overall purchase) will be donated to the United Nations Free & Equal Campaign, dedicated to equality and fair treatment for the LGBTQ community.


J. Crew

The merch: J. Crew has a line of “Love First” T-shirts and socks (some of the socks are sold out according to their website).


The money: J. Crew will donate 50% of the purchase price of any “Love First” T-shirt or pair of socks to the Human Rights Campaign, which fights for LGBTQ equality. (Purchase price is better than net income; this means J. Crew is absorbing more of the cost of the transaction.)

Starbucks

The merch: Starbucks recently released a Pride-branded “Love” tumbler.

The money: “Starbucks continues to be an advocate for the LGBTQ community and strives to create a culture of belonging, inclusion and diversity,” Starbucks said in a statement. “In addition to health benefits for partners in LGBTQ relationship, the company has also supported partners who are transgender or considering transitioning, and even broadened health care coverage to include gender reassignment surgery.”


Still, you won’t find much information about the tumbler’s proceeds online nor on the company’s website, so it’s safe to assume that any money is retained by Starbucks.


Target

The merch: Target is retailing a Pride-branded line of clothing which includes T-shirts, tank tops, swimwear, accessories, and jumpsuits. The retailer has also partnered with other brands to sell their respective Pride merchandise, including branded razors, shampoo, and mouthwash (yep).


The money: According to the store’s website, Target has already donated $100,000 to GLSEN, an organization that aims to end bullying and discrimination in schools based on gender identity and sexual orientation.

As for its Pride merchandise, all proceeds of Harry’s razors will go to the Trevor Project, which provides crisis and suicide intervention resources for LGBTQ youth, however, Target makes no mention of partnering with any organizations for the rest of its Pride line.


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