By  on June 14, 2018

Retailers are showing off their rainbow colors.While Pride Month doesn't have the economic impact of retail holidays such as Valentine's Day or Mother's Day, it's gaining momentum.June has been designated as Pride Month by the LGBTQ community in commemoration of the 1969 Stonewall riots, which are considered the beginning of the modern gay movement. Besides marches and rallies in cities across the country, lectures, film series, concerts and other events, there's lots of Pride merchandise at a slew of retailers and price ranges. Pride + Joy, Macy's annual campaign, is bringing Pride events to nearly a dozen stores with support for local charities. The retailer is supporting 20 local Pride parades across the country. There's also plenty of merch at Macy's, including Kenneth Cole's Tied With Pride exclusive capsule collection, which supports the LGBTQ community; Levi's exclusive collection; Calvin Klein Jeans' T-shirts and tank tops with rainbow lettering, $29.50; Swarovski gold-tone multicolor crystal necklace, $199, and Gucci Swiss Le Marche Des Merveilles rainbow nylon strap watch, $820.“Macy's core value of acceptance is reflected in our commitment to supporting the LGBTQ community by fostering an inclusive culture and environment that inspires our colleagues and customers to be their authentic selves every day,” said Kristyn Doar-Page, vice president of diversity and inclusion.All net proceeds from Converse's Pride collection designed by Miley Cyrus will support the brand's LGBTQ+ community partners globally. Both the Converse Pride x Miley Cyrus Chuck Taylor All-Star rainbow platform high-tops and the Chuck 70 metallic-striped high-top retail at $95. There's also multicolored polka-dot high-top and low-tops, $70 and $65, respectively, and hoodies, unisex track pants, polka-dot unisex T-shirts and polka-dot caps with logo patches for Cyrus' Happy Hippie Foundation focusing on homeless youth, the LGBTQ community and other vulnerable populations. 

Tommy Hilfiger is donating 35 percent of the purchase price of each item in the Tommy Pride collection to The Human Rights Campaign Foundation — the education arm of the Human Rights Campaign, the largest civil rights organization in the U.S. — from May 23 to June 30, for a maximum donation of $50,000. Items include a black duffel bag with Tommy in rainbow colors, $59.50; bandana, $16.50; cap, $29; T-shirt, $29.99, and socks, $9.50. Target is promoting #takepride on its social media, and a Pride collection consisting of 90 apparel items for men and women, including extended sizes, kids, accessories and party supplies. The retailer partnered with 20th Century Fox for an exclusive DVD release of the popular movie, “Love, Simon,” which includes bonus content and a collectible book. There's also a Harry’s limited-edition Shave with Pride gift set, with 100 percent of profits earmarked for LGBTQ+ causes."At Nordstrom, we’re doing a lot to support Pride during the month of June," said a spokesman, citing a dedicated web site experience that includes a Pride landing page; in-store visual displays and social stations with celebratory backdrops for selfies at select units; exterior rainbow lighting displays at Nordstrom's new Manhattan men's store and the Yorkdale Shopping Centre unit in Toronto, and participation in 37 Pride parades, including platinum sponsorship of New York's parade and the launch of a new float.

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