As Pride Month commences, an extensive range of Pride-themed clothing adorned with flags and rainbows will be seen in fashion retailers worldwide.

The production of merchandise and demonstration of support for the LGBTQ+ community by fashion designers and retailers is usually driven by strategic business interests. While on the surface this may seem disingenuous, or considered “pink washing”, it is rooted in the understanding that everyone benefits from diversity.

Signalling support for the LGBTQ+ community enables these organisations to engage a crucial consumer segment inclined to purchase and appreciate these products. 

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