We are in a full court press with the Pride Month announcements.
Retail giant Macy's announced today that in honor of Pride and Stonewall 50, this year it will partner with the world's largest suicide awareness organization Trevor Project to benefit at-risk LGTBQ+ youth. In a series of projects under the banner of the retailer's Pride + Joy initiative, the company will release a three-piece capsule collection of merchandise with a portion of proceeds going to the organization. Shoppers will also be able to give back through the company's ongoing charitable round-up program, which allows customers to round up their in-store purchases to the nearest dollar and has generally raised over a million dollars in donations per campaign for the affiliated organizations.
In the past, the program has worked with Go Red for Women (for whom they raised $2.1 million), the Breast Cancer Research Foundation and Bag Hunger. The Trevor Project tie-in will launch June 1 and run until June 17 at all stores nationwide. Select markets where Macy's has a presence at local Pride parades including New York City, Chicago, Cincinnati, Minneapolis, Houston and more, will extend the campaign through the entire month of June.
"Macy's believes in the power of fashion, celebration and community to touch the lives of our customers, colleagues and local communities," said Sam Harrison, Macy's senior director of Corporate Giving & Volunteerism. The company will serve as the presenting sponsor of the annual TrevorLIVE NY gala in June. "[Our] core value of acceptance is reflected in our commitment to supporting the LGBTQ community through the fostering of an inclusive culture and environment that inspires our colleagues and customers to be their authentic self, every day."
The three-piece merchandise range features LGBTQ+ pride colors and consists of a pair of tube socks, tank top and t-shirt made by INC International Concepts. For every t-shirt or tank purchased, Macy's will donate $4 to Trevor Project and $2 for every pair of socks. The collection will be on sale for the month of June.
Macy's announced they will also debut a PSA for Trevor Project starring television personality Jazz Jennings on May 20.