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by Kitty Robson and Kyle MacNeill

Swerve sketchy rainbow capitalism and support actual, independent LGBTQ+ businesses.

We’re all well aware by now of how Big Capitalism does Pride. From hastily commissioned rainbow murals to tired, insincere shows of support (see: corporate floats), brands clamber to show allyship and make a quick pink pound. It’s not easy, then, to work out which companies are committing to direct action and which are just acting up.

While we totally respect that many brands these days are dipping into their pockets and supporting the queer community, we think there’s a simpler way to show some love: cut out the middlemen and go direct. That’s why, for this year’s Pride round-up, we’re solely featuring products from queer-owned businesses. Take your pick and big-up a business with actual roots in the community, rather than turning to a brand that feasibly may have searched online for a tin of rainbow paint.


Brooklyn-based makeup brand Fluide is all about self-expression for everyone, offering a range of gender and skin shade inclusive cosmetics that make you feel great (you are!) Backed by a diverse team of uber-talented, multi-disciplinary creatives, they’ve attracted enviable attention for their glitzy range of products. Their Otherworld Pride Collection features a vegan palette, limited edition tee, face gems and gloss for just fifty bucks. Ten percent of all profits go to Black trans-led collective For Our Sibs, providing care to queer folk through art.

$50, ten percent of proceeds go to For Our Sibs, a Black Trans-led collective offering mutual aid. Shop here.


Empty statements don’t exist in Wildfang’s world. Since they opened for business in a Portland apartment eight years ago, they’ve given half-a-million dollars to amazing charities, while gradually improving sustainable efforts to a point we’re super impressed by. Queer-friendly and women-owned, their garms dump boring gender norms for gender-fluid, unisex pieces with suave, tailored silhouettes. Their Essential Windowpane Jumpsuit is the kind of thing you could pretty much live in, featuring a tiled pattern on brushed cotton.

$178, available from XS-XXL. Shop here.


Italian for ‘no gender/no sex’, LA-based fashion house No Sesso have gained a community of stans thanks to their intricately embroidered, technicolour pieces. Every piece is one-of-a-kind, designed by four close friends and handmade to order. You’ll also find new pieces dropped via their Depop shop (or should we say Etsy, now?), but you’ll have to be quick. We’re huge fans of the Superhero Bikini Dress, somehow still up for sale and featuring two cut-out panels and patchwork details. Bella!

$1150, one of a kind available on Depop. Shop here.


Aussie-based illustrator and fervent childhood doodler Ellie Hopley started Shuturp to brighten up apparel with her spontaneous, speedily scrawled drawings. Rapidly gaining a cult following for the brand’s gleefully twee designs and mood-boosting colours, Ellie’s pieces are cute pick-me-ups to get you beaming like a fool. The Be Cool Be Kind shirt sums up her philosophy to – err – a tee, adorned with a lopsided rainbow and crayon lettering.

$40, unisex. Shop here.


Baked-up by seventies-obsessed artist Rinny Perkins, Brownie Points explores womanhood, queerness and Blackness via deliciously stylish accessories. Aside from the Intersectional Necklace – looping Kimberle Crenshaw’s theory onto a chain – we’re huge fans of the Women Cum First series. Aiming to give less currency to the cis-male money shot, it imagines a society where women-identifying folk receive their fair share of pleasure in the bedroom. Fittingly, there’s a finger ring, finished with gold plating and an adjustable band.

$35, 18K gold plated. Shop here.


Cutest candle brand around, Boy Smells was thought up in the kitchen of real-life partners Matthew Herman and David Kien with the aim of creating a fluid product, bringing together the masculine and feminine in one neat little box. The result was a sensuous and playful product, and for Pride this year they’ve pulled out all the stops. Celebrating the uniqueness and individuality of the LGBTQIA+ community in their Radiance Collection the campaign stars five vocal Luminaries in the LGBTQIA+ community in the campaign – drag superstar and most recent winner of RuPaul’s Drag Race Symone, RuPaul’s Drag Race co-star and makeup artist GottMik, actor Brandon Flynn, model and activist Leyna Bloom, and actor Tommy Dorfman. Our fave has got to be Tommy’s Extra Vert, with notes mint, fig, daffodil, mediterranean cypress, juniper berry, tarragon, basil, it’s summer cocktails in a cute AF candle – what’s not to love?!

Each scent in the coveted PRIDE Collection is available in Boy Smells reusable glass tumblers and sold individually as a standard 240g candle (£45), available from SpaceNK and Harrods.

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