The North Face Stands By Its ‘Season Of Pride’ Campaign

The North Face Stands By Its ‘Season Of Pride’ Campaign
(images via The North Face)

After releasing its Pride Month collection earlier this week, The North Face has shrugged at anti-LGBTQ haters who have made some noise online about the campaign.

From AdAge:

“The North Face has always believed the outdoors should be a welcoming, equitable and safe place for all,” the brand said in a statement, noting that the Summer of Pride series is now in its second year and has helped “individuals from all backgrounds” experience the outdoors.

“Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.”

In a section on its website labeled “Beyond a month,” The North Face notes that it supports Brave Trails, a nonprofit dedicated to LGBTQ+ youth leadership, and YouthSeen, an organization that supports queer, trans, Black and Indigenous People of Color year-round.

The company’s Summer of Pride tour has scheduled events in Salt Lake City (already sold out) and Atlanta. The series promises “a day of Pride, community and the outdoors with Pattie Gonia and The North Face.”

Earlier this week, Target announced it was removing certain items from its stores as well as moving remaining Pride merchandise displays to the back of stores after some haters staged sometimes violent confrontations with employees over the annual collection.