“Unlike many brands, they’ve also been actively campaigning for anti-discrimination legislation designed to protect transgender and gender-nonconforming individuals, which is something very important to me,” she adds. “I partnered with SKYY because they have been a longtime supporter and official partner of Pride for many years,” Petras says, citing SKYY’s sponsorship of last year’s World Pride, which commemorated the 50th anniversary of the Stonewall riots.
While some brands have been long-time allies, with products and causes aligned with the movement for equal rights and representation, others seem content to slap a rainbow on a product and call it a gay (this year’s batch of dubious merch includes everything from Pride-themed vibrators, to rainbow-striped Crocs).įor Kim Petras, who’s partnering with SKYY Vodka to promote its “virtual Pride” celebrations, the question of what brands to support depends on their motivation - and their messaging. Pride Month is here, and with it comes the annual onslaught of brands hoping to capitalize on the purchasing power of the LGBTQ community. If you purchase an independently reviewed product or service through a link on our website, Rolling Stone may receive an affiliate commission.
