June is now commonly known as Pride Month. Those of us in the LGBTQ+ community, along with all of our allies are given a whole month to celebrate LGBTQ+ pride and history. Why don’t we just celebrate the glory of being a part of the community all year long? Why is there a month dedicated to LGTBQ+ pride? One of the unfortunate reasons why Pride month has emerged is because brands across the globe can capitalize on the holiday by selling Pride Month-specific merchandise. In an article for Washington Times, it’s noted that “Pride has evolved into a party-focused, heavily branded affair, the celebration sometimes seems more retail than a riot. Rainbow merchandise abounds, and companies often boast the splashiest floats in the parade.” (washingtonpost) In this sense, Pride month has become a holiday for capitalists alike, as brands are producing rainbow-themed merchandise for consumerist purposes rather than in true support of the LGBTQ+ community.
“Enjoy Pride, but don't support corporations feeding an unjust system that hurts vulnerable LGBTQ communities, says activist Evan Greer in this video op-ed. (Joshua Carroll, Kate Woodsome, Joy Sharon Yi, Danielle Kunitz/The Washington Post)” (washingtonpost)
The production of Pride-themed merchandise has attached a rather high price tag to the “celebration” of Pride, leaving lower class communities out of the Pride “celebration” narrative in terms of merchandise. Moreover, huge companies such as NYC Pride and other organizations have begun charging high ticket prices for Pride events, ensuring only those that can afford the ticket can be in attendance of such “inclusive” celebrations. This is “a story that seems to take as its narrative center the myth of LGBTQ affluence: The notion that LGBTQ people — and gay men specifically — have a lot of money to spend on Pride festivities.” (washingtonpost) Corporations look to commercialize Pride, centering “the affluent minority of LGBTQ people, who skew white, gay and male.” (washingtonpost)
“As the mountains of rainbow shirts, shorts and shimmery trimmings have piled up, the message to LGBTQ communities this and every June of late is clear: We want to help you celebrate your identities — and we want you to return the favor by buying our products.” (washingtonpost)
The LGBTQ+ community is rooted in equality and inclusivity, the overproduction of rainbow clothing is not. Vincent DeLaurentis outline the “proof that queer solidarity is labor solidarity and that there can be no real Pride without respect for the right to organize unions that protect queer workers.” (washingtonpost) Just because a company produces pieces of clothing with rainbows on them during the month of June does not mean that that company is indicative of the LGBTQ+ community it’s its production ethics and treatment of queer (or straight) workers. DeLaurentis makes the following powerful statement:
“So before tossing the glittery rainbow tank top in your cart to wear to the next parade, try to look past the sequins. Underneath, the repression of the people it’s supposed to celebrate might be woven right in.” (washingtonpost)
In this sense, it’s important for consumers to note attach materialistic value to Pride. Pride is not about wearing our flag colors but rather it’s about making space for our history and celebrating the progress we have made toward inclusivity and equality. This June, rather than putting your money toward Pride merchandise, try to learn more about the true meaning of Pride and embrace all of its narratives in your celebration.
By: Alyssa Morterud