US department store chain Macy’s has unveiled its Pride + Joy campaign to coincide with Pride month in June and the 50th anniversary of the Stonewall riots.
The initiative will see the American company take part in Pride parades across the US, in-store events and rainbow themed merchandise.
Macy’s is also joining NYC Pride with 800 marchers and two floats, as well as partnering with charity The Trevor Project which focuses on suicide prevention among the LGBT community.
Consumers will be able to purchase a range of gender neutral t-shirts, mugs, inflatables and towels, and a percentage of the retail price will be donated to the charity.
From 1 June - 17 June, Macy’s is encouraging shoppers to round up their purchase to the nearest dollar and donate the change to The Trevor Project.
Shawn Outler, Macy’s Chief Diversity Officer, said that diversity is a “foundational value” of how the retailer operates: “It is reflected in our long-standing commitment to fostering an inclusive culture and environment that inspires, reflects and embraces our colleagues, customers and the communities we serve.”
She added: “Through our annual Pride + Joy campaign, Macy’s celebrates National Pride Month as a testament to the power of community to make all of our lives shine brighter.”