Urban Outfitters has launched an exclusive Pride collection benefiting GLSEN, whose mission is to ensure safe and affirming schools for LGBTQ+ students.
To launch the collection, Urban Outfitters is partnering with Chicago rapper and musician Taylor Bennett, who will be featured in the campaign and serve as the official ambassador.
The digital and in-store campaign will launch in conjunction with Pride Month and will run through the end of June. Bennett, who came out as bisexual shortly before the release of his critically acclaimed album, “Restoration of an American Idol,” continues to be an inspiration for young fans across the country since he first burst on the music scene in 2015.
“Honesty and being yourself is something that I believe should always be celebrated — whether it’s in hip-hop or everyday life,” Bennett said. “As an independent artist and entrepreneur, it’s great to find partners like Urban Outfitters who share that core value of recognizing individuality during Pride Month and throughout the year.”
The seven-piece assortment includes one long-sleeve T-shirt, short-sleeve graphic Ts, a tapestry and two baseball hats. The products come in shades of pink, blue and white with colorful designs created by Urban Outfitters’ in-house designers.
One-hundred percent of all profits from the sale of the merchandise will be donated to GLSEN. Retail prices range from $24 to $39. This is the second partnership between Urban Outfitters and GLSEN, having collaborated earlier this year with the launch of Connor Franta’s Common Culture collection.
Stacey Britt Fitzgerald, Urban Outfitters’ global director of creative marketing, said, “GLSEN’s work is vital in the creation of safe spaces for LGBTQ+ young people and we are honored to contribute to their mission through the sales of the [Urban Outfitters] Pride collection. Taylor was the perfect partner for this campaign — we’ve been so inspired by both his talent and his decision to come out; Urban Outfitters was pleased to provide both a platform for his story and support for his music.”
Urban Outfitters has sponsored Bennett’s first music video with “Roof Gone” to be released exclusively on the brand’s YouTube channel in mid-June. Bennett will also perform at a special Pride celebration in Chicago at Urban Outfitter’s North State Street location on June 23. Additionally, Urban Outfitters will be hosting Pride events in local stores around the globe throughout June and July.
The Pride collection launches today in Urban Outfitters across North American and on urbanoutfitters.com. Select products will be available in Europe next month.