Yo Sushi has removed all the labels from its website, social media platforms and High Street Kensington restaurant front to show its support for Pride in London.
The Japanese sushi restaurant is an official partner of Pride in London and has launched it’s ‘No Labels. Just Pride’ stunt is in light of the charities latest research that showed the LGBTQ+ community feels over-labelled.
Marchers on the day (7 July) will be joined by the brand’s chief executive, Richard Hogson who said the campaign is in response to the research from Pride in London as well as conversations within the company. “We are passionate about inclusivity and individualism, which is why we are so excited and honoured to be involved in this year’s Pride in London.
“We hope our ‘No labels. Just Pride.’ campaign helps raise awareness for the LGBTQ+ community.”
Alongside the removal of labels, Yo Sushi is also launching a Pride deal offering seven different coloured plates, to match with the LGBTQ+ flag, with a portion of each sale being donated to UK Pride Organisers Network.
“Ditching labels and branding is a brave step and we are excited to have such a bold brand partner with us this year.”
Earlier this month, the charity launched its first ad with BMB‘Somewhere Over The Rainbow’, which shows how far London has come but also how much is still to be done, alongside the research behind this stunt.