TRUE COLORS: American Apparel’s participating in Pride month with a campaign that launched today called “Make America Gay Again.”
The company released limited-edition merchandise bearing the campaign name and other phrases such as “Make American LGBTQ Again” with 30 percent of the proceeds from those sales going toward supporting the Equality Act.
The offering consists of four top styles, along with a tote and hat. Prices range from $24 for a tote or tank to $28 for a T-shirt, with the merchandise, all of it made in Los Angeles, being sold online at American Apparel or the Human Rights Campaign’s web sites and at select American Apparel stores.
The company launched the campaign in conjunction with the Human Rights Campaign and Ally Coalition, which was founded by designer Rachel Antonoff and her brother Jack Antonoff of the bands Bleachers and Fun.
The campaign also includes online video content and three events this month, some of which will be at American Apparel stores. The first of those events is slated for Wednesday at Junior High Gallery in Hollywood, presented by comedy video site Funny or Die.
The latest campaign out of the Los Angeles firm follows the company’s calls for local business owners interested in partnering with the retailer and manufacturer in its Made In campaign. The company’s soliciting proposals from vendors in the leather and canvas goods, footwear, jewelry, paper goods fragrances and small home décor spaces as it seeks to boost and diversify its product mix. The call for proposals from business owners ends June 17.