Rainbow graphics and queer bodies weren’t always so visible each June though. In fact, before 1969, hardly any businesses were welcoming at all to out queer people. On the opposite side of things, few store owners would self-identify as LGBTQ+ as it could threaten their livelihood and/or safety. Of the few spaces that did cater to the queer community, most were considered illegal and thus subject to frequent police raids and harassment. After Stonewall, when people finally felt empowered to be out proudly, a network of business owners and patrons quickly developed. So even though much of society remained discriminatory, the LGBTQ+ community began to have more visibility—allowing them to connect, organize and take action. Though public opinion has come a long way since the early days of the queer liberation movement, there’s still a long way to go towards a world that is truly welcoming for all. As recently as 2018, a Supreme Court decision—that included two of the court’s liberal judges—ruled in favor of a baker’s right to refuse to make a cake for a wedding of two men, citing religious freedom grounds. So this Pride, if you want to do the opposite of that guy and support not only LGBTQ+ people but also their businesses, skip the meaningless marketing gimmicks and shop these 30 queer-founded brands that embody integrity, innovation and action. Here at Parade.com, we’re all about sharing products we love with our audience. When you make a purchase on an item seen on this page, we may earn a commission, however, all picks are independently chosen unless otherwise mentioned.
30 LGBTQIA+ Owned Brands
Apparel
Chromat
You may have come across one of Chromat’s runway shows on Instagram as a refreshing, truly inclusive alternative to the more traditional catwalks we’re used to. Founded by Becca McCharen-Tran, whose background is in architecture, the line of swimwear and bodywear is designed to be innovative yet accessible. Partnering with collaborators who specialize in movement, technology and art, the brand has earned a following for its styles that empower people of all shapes and sizes. They’re serious about sustainability too, their products are made in ethically-sound factories in NYC and Bulgaria using regenerated nylon from fishing nets. Parade Pick: Chromat Serena Suit – Red, $198
Kirrin Finch
At Kirrin Finch, there’s no such thing as menswear or womenswear, just great fitting garments beyond the binary. The brand was founded in 2015 by couple Laura Moffat and Kelly Sanders Moffat from their desire for tailored, masculine pieces that are comfortable on women and non-binary figures. Kirrin Finch now offers a full range of stylish options that include suits, button-up shirts, dress pants, chinos, knitwear and accessories. Check out their Dapper Scouts page on their site to get outfit inspiration from fans of the brand that embody its spirit of community love and self-expression. Parade Pick: Kirrin Finch Camel Overcoat, $320
JZD
Partners in life, love and business, Jen and Vero began their brand back in 2014 with a single viral Instagram post. So many people felt represented by their Pink Latina Power Tee that they quickly launched an etsy shop and began to build from there, knowing they had tapped into something very special—their community. The couple has kept this core value at the center of their business through the sleepless nights and top ramen dinners, with each new collection being developed based on feedback from their digital collective of valued customers and friends. Parade Pick: JZD Grow At Your Own Pace Pullover, $58
Official Rebrand
Official Rebrand is the ultimate destination for those on the hunt for pieces that were thoughtfully crafted through multiple intersections. All of their pieces are constructed from clothing that was being thrown away, winning them major points for creativity and sustainability efforts. Not only are they contributing to a kinder-on-the-planet production process, Official Rebrand has divorced itself from limiting gender norms to offer a variety of artistic options for all. Non-binary artist MI Leggett is the creative force behind the label. Blending a background in food justice work and talent for multi-media art, they’ve created a ground-breaking fashion brand full of eye-catching pieces. Parade Pick: Official Rebrand Pride Began With An Uprising Tank, $45
Phlemuns
Phlemuns began in 2013 with the mission to create elevated garments for everyday people. Founded by James Flemons in Los Angeles, this Black and queer owned business is breaking out of traditional fashion cycles. Their seasonal drops are an alternative to the mass-produced approach, with each collection being mindfully made for both aesthetic and accessibility. Recent collections include streamlined apparel featuring contrast stitching, color blocking, and dreamy printwork. Parade Pick: Phlemuns Sleeveless Asymmetrical Pocket Dress – Lavender, $249
TomboyX
Co-founders Fran Dunaway and Naomi Gonzalez started TomboyX when they couldn’t find underwear that was comfortable for their bodies or that fit their personal styles. Their community is at the heart of all they do, giving them valuable and honest feedback on how they could be catering to even more shapes and sizes. You won’t find gendered sections in their online shop, just a variety of quality underwear, bras, swim, activewear and loungewear in sizes 3XS to 6X. They even have a collection dedicated to people with periods featuring leak proof technology! Parade Pick: TomboyX Lounge Bralette - TENCEL™ Modal Seascape, $39.00 + 4.5" Trunks - TENCEL™ Modal Seascape
WILDFANG
The founding of WILDFANG is one of those classic stories of young ambitious people ditching draining corporate gigs to pursue something new and meaningful. But in other ways, the brand is anything but classic with the way they approach design and business. With a goal to create something that transcends gender norms all together, their offering includes a little something for every expression, from intriguing prints in fresh colors to utilitarian styles perfect for a day on-the-go. Parade Pick: WILDFANG The Essential Overall, $168
Accessories
Automic Gold
This queer and trans owned jewelry brand was built on the pillars of sustainability, inclusivity and comfort. From their entire line made from reclaimed and recycled materials to their commitment to inclusive casting and zero photoshopping in ad imagery, they’re setting a standard for a new generation of jewelry buyers. Jeweler turned founder Al Sandimirova leads a diverse team of creative pros who bring Automic Gold’s collections to life. Made by hand in New York, each piece is crafted with intention and love. Parade Pick: Automic Gold Mini Threader Solid 14k Gold, $189
Bowtie Behavior
Bowtie Behavior was born out of founder Robin’s desire for affordable, expressive styles that she wasn’t seeing in the market. After teaching herself how to sew in order to create a bowtie for a friend’s bridal shower, she realized she’d stumbled upon something bigger than just a single great item. Robin, who also goes by Robbie, has continued to grow the brand, still making each style by hand from rich fabrics in bold prints and colors. Parade Pick: Bowtie Behavior Navy Floral Bowtie, $40
Brandon Blackwood
Brooklyn based designer Brandon Blackwood founded his namesake brand in 2015. His range of hand bags, totes, crossbodies, backpacks and accessories has an ultra chic feel at a relatively accessible price point for the elevated aesthetic. Many of the most popular styles are mini bags with a boxy shape and top handle. In the past few years his clientele has skyrocketed to include Saweetie, Doja Cat, Kim Kardashian and more. Parade Pick: Brandon Blackwood Arlen Bag, $175
Coco and Breezy
These twin sisters and business partners launched their upscale eyewear label Coco & Breezy in 2009. Tastemakers in fashion and entertainment were immediately buying up their line of debut styles. A cool and authentic design perspective has continued to propel them to new heights year after year. In 2016 they designed the now iconic “third-eye” glasses for the late legend Prince. When the uber talented duo isn’t running their New York based brand, they spend their time creating art and DJing some of the hottest events in the city. Parade Pick: Coco and Breezy Inspire-101 Sunglasses, $249
MOMO Metals
Queer owned and based out of Philadelphia, MOMO Metals was founded by jeweler Monique Peterson. The collection hits a fine balance of minimal and edgy with sleek shiny materials crafted into industrial-inspired shapes. Custom engraving is available on a variety of rings, and there’s even a section to submit an inquiry for other personalized pieces. Parade Pick: Momo Metals Underground Earrings, $98
Nicole Zïzi Studio
Since her time as an intern for Coco and Breezy, Nicole Zizi has forged their own creative path. With a speciality focus on denim, the brand combines innovative materials with gender-free design for pieces that are unique yet made for everyone. Each category offered by Nicole Zïzi Studio has a small range of styles crafted from eco-conscious components like denim waste and cactus leather. Parade Pick: Nicole Zïzi Studio Green Cactus Leather Crossbody, $285
Telfar
If you’re on any sort of New York fashion side of Instagram or TikTok, you’ve definitely seen an iconic Telfar bag. Launched in 2005 by Telfar Clemens, the label is most known for their shopping bag tote that comes in several different sizes. A big believer in accessibility and inclusivity, Telfar uses a weekly restock model to allow savvy shoppers frequent opportunities to snag their favorite color—or colors. The brand now offers an entire collection of apparel, footwear and accessories so everyone can get a piece of the luxury. Parade Pick: Telfar Logo Embossed Hat – Sage, $110
Beauty
Alder New York
Created by a designer duo turned wellness entrepreneurs, Alder New York is a one stop shop for high performance skincare. Co-founders Nina Zilka and David Krause translated their talents into a no-nonsense assortment of cleansers, creams, serums, oils and more. This queer and woman owned brand is an elevated option for those looking to switch up their self-care routine this June. Parade Pick: Alder New York Exfoliating Mud Face Mask Trio, $22.99
Dr. Botanicals
All vegan, all natural, all the time is the philosophy behind LGBTQ+ owned brand Dr. Botanicals. They’ve developed a range of skin and hair care products that are broken down into three segments: apothecary, organic & botanic, and luxury. Each curation is tailored to specific needs and ingredient preferences. Their beauty box is a great way to sample the apothecary assortment, or try their eye serum that reviewers are obsessed with. Parade Pick: Dr. Botanicals Advanced Eye Serum Dark Circle Eraser 15ml, $19.90
Fluide
Developed for all gender expressions and skin tones, Fluide is a truly inclusive line of cosmetics. Every product is designed to support self-expression, with reflective liners, shimmery glosses and pigmented shadows providing an endless amount of combinations. Not to mention the super wallet-friendly price point! Their commitment to empowering their community doesn’t stop there, they partner with and donate to a variety of organizations dedicated to the health and rights of LGBTQ+ people. Parade Pick: Fluide Universal Balm, $12
Freck Beauty
If you’re someone who likes to watch makeup tutorials on how to get that glowy no-makeup makeup look, there’s a very good chance you’ve seen Freck Beauty’s hero product. Launched in 2017 by East LA entrepreneur Remi, the brand quickly grew in popularity thanks to viral makeup videos using their signature faux freckle product. Their selection now includes a range of innovative skincare and makeup that are all vegan and cruelty-free. Parade Pick: Freak Beauty The Double Shift Set, $32 ($46 value)
Ghost Democracy
Ghost Democracy Founder Rex Chou got his education in finance but quickly found himself working for a big beauty corporation in marketing. Switching categories and regions every few years gave him a wide range of know-how through his over decade-long career in the global cosmetic game. Using his earned expertise, he launched Ghost Democracy, seeing a need in the market for ultra clean yet cost effective skincare. The brand boasts highly concentrated formulas, so a little goes a long way. Parade Pick: Ghost Democracy The Starter Kit Cleanser, Serum, Moisturizer $72 ($92 value)
Malin + Goetz
Matthew Malin and Andrew Goetz are the married couple behind this premium line of self-care products. Their over 20 year marriage and 18 year business speak to just how compatible this creative duo is. Malin’s career took him from being a buyer for Barneys, to running global sales at Kiehl’s, to launching Prada’s beauty category. Goetz brought 10 years of experience as a marketing director for a design manufacturer to the table. Together they built a line of luxurious, natural products sold online and in their stores, which are designed to capture the energy of a family-owned apothecary. Parade Pick: MALIN + GOETZ spf 30 mineral sunscreen, $36
NOTO Botanics
This modern beauty brand is dedicated to creating versatile vegan products. Not only are their formulas developed for all gender expressions and skin types, NOTO Botanics specializes in the chicest multi-use goods you’ve ever seen. Founder Gloria Noto turned a career as a makeup artist and beauty editor into a skincare label for the bodies and faces she wasn’t seeing represented in the industry—queer ones! A percent of proceeds from the sales of their Agender Oil gets donated to organizations looking to uplift marginalized communities, like The Loveland Foundation, The Okra Project and so many more. Parade Pick: NOTO Botanics The Essentials Kit, $115
Peace Out Skincare
Growing up with acne and hyperpigmentation, founder Enrico Frezza knew how skincare struggles can impact confidence. Peace Out Skincare’s launch product was a pimple patch made from hydrocolloid dressing. At the time this technology was widely used in Asain skincare markets, but it was just starting to catch on in the west. Today they offer an entire collection of easy to use products made from effective ingredients. At checkout, shoppers have an option to donate to The Trevor Project, with Peace Out Skincare matching donations on occasion. Parade Pick: Peace Out Skincare Peace Out To Paradise Set, $40 (originally $57)
=LOVE
Founder and CEO Ana María Hernández built =LOVE as a celebration of diversity and self-care. This multifaceted entrepreneur has forged careers as an attorney, wedding planner/officiant, and now wellness business owner. The line of skin, hair, body and home products is handmade in Puerto Rico and ships worldwide. Parade Pick: =LOVE Wash, $24
Lifestyle
Ash + Chess
Online friends turned couple turned co-founders, Ash and Chess are the queer and trans team behind their namsake brand. Specializing in playful graphics that somehow feel both fresh and retro, they offer everything from stationary and stickers to art and apparel. When they’re not creating the cards that all my friends will henceforth be receiving on their birthdays, they’re working on their second illustrated book. Parade Pick: 41 Winks x Ash + Chess Starry Eyed Sleep Mask, $38
Boy Smells
Insta-worthy candle brand Boy Smells was founded by couple Matthew Herman and David Kien after careers in the fashion industry. Herman’s keen design eye and Kien’s expertise in product development perfectly positioned them to launch Boy Smells in 2015. Since those early days they’ve gained a cult following for their unique blend of scents that transcend the limiting binary options candles are often developed within. Some of my personal favorites are Kush, a blend of musky leather and light floral fragrances, and Gardener, which has notes of tomato, white tea and honeysuckle. Parade Pick: Boy Smells Slow Burn Candle, $46
Equator Coffees
While my life is made better on a daily basis by coffee, this LGBTQ+ and woman owned brand set out to deliver that joy on a grand scale. Co-Founders Hellen Russell and Brooke McDonnell started their business in 1995 out of a small garage in California. Since those early days they’ve grown to amass hundreds of wholesale customers, a team of dedicated employees, and several coffee roasting facilities. The first American coffee roaster to become a certified B corporation, Equator Coffees has led the industry when it comes to sustainable production methods and fair labor practices. Parade Pick: Equator Coffee Equator Blend, $16
INK MEETS PAPER
Married couple Allison and Jamie Nadeau started their custom stationery business in 2006, originally crafting cards and invites for their loved ones. Their creative backgrounds as an editor and designer are no surprise when you scroll through their selection of cheery options. After purchasing a vintage printing press, they began to craft their greeting card line for its 2010 launch. Their small dedicated team is based in Charleston where they continue to inspire and grow. Parade Pick: INK MEETS PAPER Love + Advice To The Happy Couple Cards, $7.95 (originally $14)
Otherwild
This queer owned brand is celebrating its first decade in business this year! Otherwild was founded in 2012 by Rachel Berks as a hub for handmade goods and community celebration. The brand offers a variety of Otherwild designs plus an assortment of ethically-made home and apparel products crafted by independent artisans. They’re hosting a number of events in Los Angeles this Pride month, including a birthday bash at Fred Segal on Sunset and several Pride t-shirt upcycling parties at their store. Parade Pick: Areaware / Dusen Dusen Scape Tray Set, $100
Show & Tell
Founder Alyah Baker launched her label back in 2011 to promote the power of unapologetic style and joyful living. Originally developed as a concept shop, Show & Tell now offers a collection of their handmade products plus a selection of curated goods from other brands that share their commitment to authentic boldness and sustainable practices. Working with a number of diverse creators and companies has allowed Show & Tell to create an online destination where there’s something for everyone to discover. Parade Pick: Kaleidadope - Be Happy Incense, $16
Suay
When skeptics question if businesses can make great products without creating so much waste and pollution, they can look to Suay as a shining example of how to do things right. Founder, CEO and Lead Designer Lindsay Rose Medoff started the brand in 2017 as a way to better use materials that would otherwise go to waste. In 2019 alone Suay diverted a quarter of a million pounds away from landfills and re-imagined them into apparel and home goods. In addition to this direct impact, Medoff is a big believer in knowing and valuing everyone who contributes to her company, from the growers harvesting organic fibers to the sewers bringing the pieces to life. Parade Pick: Suay Patchwork Linen and Cord Throw Pillow, $110 Up next, Best Father’s Day Gift Baskets 2022.
