Taking action for Pride Month, every month

We’re continuously looking at how we can better reflect and celebrate the diversity of the consumers who see, buy and love our products. Here’s how we’re working to show our support of LGBTQ+ communities, not just during Pride Month, but every month – from our recruitment processes to our brand campaigns.

Pentland Brands

Since launching our employee Positive Business squads at the beginning of 2021, our people have been working behind the scenes to help us all raise our game on inclusion. We’ve created and introduced a new D&I learning series, titled ‘The Pentland Perspective’, to understand how we can support diverse communities and share ways we can all take action for our colleagues, consumers and wider community.

This year we plan to launch a specific LGBTQ+ network to support our people in sharing their own experiences and understand how we can make our business more inclusive.


Speedo recently unveiled its #TakePrideIn campaign, celebrating a diverse range of ambassadors who share their perspectives and experiences. As well as showcasing the importance of representing diversity on brand channels, Speedo has matched all paid influencer costs in donations to LGBTQ+ charities chosen by their ambassadors.


To celebrate the diversity of their ambassadors and consumers, ellesse has joined Ayo B to host Jugu and Anairin live on Instagram covering their favourite memories of Pride. The session reaches out to those who are unable to join in-person Pride celebrations due to restrictions this year.

ellesse plans to continue its partnership with Ayo B into AW21 to spotlight talented LGBTQ+ influencers and the topics that matter to them.


SeaVees is a long-term supporter of Pride and produces an annual Pride collection, with the proceeds donated to local LGBTQ+ organisations. This year, the brand has teamed up with Californian ice cream producer McConnell’s to create a unique, limited edition shoe inspired by McConnell’s’ new Pride ice cream flavour. The collaboration takes SeaVees’ bestselling Hawthorne Slip On and decorates it with a multi-coloured swirl print. $5 from every pair sold will be donated to the Pacific Pride Foundation and the local services they offer to support the LGBTQ+ community.