The clothing brand has also pledged to donate $250,000 to GLSEN regardless of how much (or how little) the collection sells. Hollister is showing its allyship in more concrete ways too, releasing a new Pride collection in collaboration with GLSEN, the Gay, Lesbian and Straight Education Network, a charitable organisation dedicated to creating safe and inclusive schools for LGBTQIA+ youth. We can also appreciate the restraint shown in refraining to slap the Hollister name all over the new logo instead just relying on the iconic bird design to represent the brand. There’s some fun interpretive ambiguity in those soft white marks beneath the colours, too – they look almost like stars, or perhaps the scratches on an old film print. A simple but effective pastel reinterpretation of the Pride flag colours helps Hollister stand out from the crowd this June.
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