Celebrating PRIDE: Abercrombie & Fitch
A Brand Committed to Making the World Better with The Trevor Project.
Celebrating PRIDE: Abercrombie & Fitch - A Brand Committed to Making the World Better with The Trevor Project.
We recognize that no brand's history is spotless. Many companies have faced challenges and made mistakes along the way. As a marketing agency committed to inclusivity, authenticity, and truthfulness, it’s our responsibility to acknowledge the not-so-pretty pasts of some brands. But it's equally important to celebrate and support brands when they make significant positive changes. This brings us to Abercrombie & Fitch (A&F) and how they have moved beyond its exclusionary past and is making strides in the right direction through their partnership with The Trevor Project, demonstrating a genuine commitment to change and inclusivity.
This shift in direction is especially significant during PRIDE Month, a time of joy, celebration and reflection. It’s an opportunity to honor the vibrant history, culture and contributions of the LGBTQ+ community. But it’s also a heartfelt reminder of the injustices many individuals face simply because of who they love or how they identify as a person. This month, we shine a spotlight on a partnership that embodies both celebration and support: Abercrombie & Fitch and The Trevor Project.
For 13 years, Abercrombie & Fitch has proudly partnered with The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQIA+ young people. This long-standing alliance is a testament to A&F’s unwavering commitment to the LGBTQ+ community, not just during PRIDE Month, but all year long. It’s a bold stance that underscores their dedication to an incredibly meaningful mission.
This year, Abercrombie & Fitch has introduced an exciting new gender-inclusive assortment of gear in collaboration with The Trevor Project. This vibrant collection features throwback graphic T-shirts, cologne, sweatshirts and styles for Abercrombie Kids, all designed to celebrate the joy and resilience of the LGBTQ+ community. Even better, this line is available online year-round, inviting customers to celebrate PRIDE 24/7, 365 days a year. In support of PRIDE and their ongoing partnership, A&F is donating $400,000 to The Trevor Project this year, regardless of sales. To date, A&F and their customers have raised over $5 million for The Trevor Project.
What’s truly remarkable is that Abercrombie & Fitch’s commitment extends far beyond financial support and merchandise. This partnership helps uplift the voiceless and ensures every LGBTQ+ young person feels seen, heard and valued. At The Phoenix, we are dedicated to amplifying the voices of the marginalized and unfairly treated communities. We passionately believe in highlighting and supporting companies like A&F that share this mission and demonstrate ongoing efforts to create a more inclusive and equitable world.
As we celebrate PRIDE Month, let’s also remember those who feel, or have felt, hopeless. Suicide among LGBTQ+ young people is an issue often shrouded in darkness. This partnership brings much-needed attention to this critical issue and creates educational resources, ensuring they have access to 24/7 crisis services. We recognize and honor the incredible work being done by Abercrombie & Fitch and The Trevor Project. Their 13-year partnership is a beacon of hope and support, demonstrating the power of commitment and community. Together, they are creating a brighter, more inclusive future for all.