How We Started
The brand was founded by Jaime Baker and Suzi Fox because we couldn't find anything to wear out that let us express our identity quietly. Everything was really obvious, basically like wearing a big pride flag. So we decided to set up our own label, with clothing and accessories for LGBTQ+ people who want the power to choose how you express your identity with the clothes you wear.
We hope the things you buy from us brighten your world. Everything we create is designed with love and a big hug. Because we're big on hugs!
Featured collection
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Your pride on your tee Snapback Hat
Regular price $28.00 USDRegular priceUnit price per -
To Be or Not To Be Snapback Hat
Regular price $27.45 USDRegular priceUnit price per -
Queer Vibes Only Snapback Hat
Regular price $27.45 USDRegular priceUnit price per -
Queer Vibes Only Snapback Hat
Regular price $27.45 USDRegular priceUnit price per
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What We Do
Community is everything. Chosen family is everything. So being able to show your authentic self helps you to feel part of that community. And being able to do that anywhere is so powerful. Our goal is to create more interesting identity clothing, so you can find something to wear wherever you go. So we start by asking ourselves what we'd feel comfortable wearing to the office, the gym, at home or on a night out. Our philosophy is 'Be Yourself Anywhere', so with our clothes you can identify loudly if you want to, or quietly, or in some cases, just for you. Yep, some of our clothes have the flag only on the inside.
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Come out, Come out, Wherever You Are! Unisex t-shirt
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Be Proud Women's Racerback Tank
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Not Gonna Hide My Pride Unisex Premium Sweatshirt
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Be Who You Are Crop Hoodie
Our Products
We have spent a lot of time researching the right manufacturers that we feel have the highest quality products and the best quality print and embroidery.
Our t-shirts are made of high quality organic, combed and ringspun cotton, which is super soft, so it's lovely against your skin, smoother to allow for a finer print, and made with shoulder taping to add strength and side seams for a better fit that retains it's shape for longer.
Honouring Our History
Knowing queer history means understanding how hard people fought for our rights. And knowing that if we get complaicent we'll lose them. So our social pages are full of historical events and icons who's shoulders we stand on.
Supporting Our Community
We always work with LGBTQ+ people if we can, whether that's our models, photographers, or external agencies. We know occasionally this may not be possible, so in these cases we ensure that people we work with are staunch allies.
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Inclusivity & Empowerment
We currently include designs for 15 different LGBTQ+ identities. But we want to give everyone the power to express themself fully. So if you'd like us to do a design in an identity we don't yet include please just ask us.