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By Amy Houston, Senior Reporter

May 25, 2023 | 2 min read

The outdoor apparel brand has marked the beginning of Pride month with a wonderfully colorful ad.

With discrimination toward LGBTQ+ people on the rise in the US, the conversation around brands supporting the community has been headline-grabbing. Only last month, Bud Light was targeted by right-wing commentators for working with trans influencer Dylan Mulvaney – something the brand responded to in the end.

Far from bowing down to conservative pressures, The North Face is now in the second year of its Summer of Pride campaign. A new tongue-in-cheek short posted on social media sees drag queen Pattie Gonia representing the brand. The post starts with the colorfully-clad performer standing outside stating: “I’m a real-life homosexual. I’m here with The North Face to help you come out… in nature with us.”

Complaints about the post started filtering into the comments with the brand responding with a further message of solidarity.

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It read: “The North Face has always believed the outdoors should be a welcoming, equitable and safe place for all.

“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.”

To coincide with the video, the brand has also launched a rainbow-hued clothing line and has partnered with various LGBTQ+ organizations around the world.

Brands have felt increasing pressure from criticizing right-wing pundits. Earlier this week and ahead of Pride month, retailer Target said it would be removing some of its LGBTQ+ products after complaints.

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