Written by Kianna Best on Jun 7, 2023. Posted in Awards and Festivals / Production News

It's a Summer of Pride with The North Face

As Pride month comes around, rainbows wrap themselves around the brand logos and products at every turn. But year after year, brands attempt to do away with fickle shows of support and capture the reality of an inclusive world. This year, The North Face joins forces with drag artist Pattie Gonia to announce their second year of Summer of Pride. With boycott threats and violent outburst from right wing naysayers pushing some to retreat, The North Face resists the challenges, standing firm in their solidarity.

In 80’s style infomercial fashion, drag artists Pattie Gonia sports a rainbow sporty mini dress ready to take on what nature has in store. Announcing their Summer of Pride event on Instagram, promoting community and good fun, The North Face were, however, not meant with quite the same jovial sentiments as the commercial exudes. Entering into the heated backlash that targeted Dylan Mulvaney’s Bud Light involvement and Target’s pride collection that resulted in it being pulled from shelves, The North Face were up for a battle. On the YouTube front, Pattie Gonia is a shiny silver tent promoting The North face is for everybody.

Image courtesy of The North Face

In a statement, GLAAD president and CEO Sarah Kate Ellis supported the brand’s stance commenting: “Including LGBTQ people and holding true to your corporate values is good for business. The North Face is following hundreds of other businesses that include and stand with LGBTQ people and our allies. At a time when over 20% of Gen Z is LGBTQ and a supermajority of Americans support LGBTQ people, The North Face’s decision should be a signal to other companies that including LGBTQ people and allies is better for business than siding with a small number of violent extremists who want to keep LGBTQ consumers and employees invisible.”

Like much of the resistance that has arisen form more conservative audiences, as well as recent legislation Stateside, the outdoor apparel company were met with less than impressed criticisms leading to the brand turning off their comments. But rather than backing down, the brand reaffirmed their support for LGBTQIA+ communities, stating that “The North Face has always believed the outdoors should be a welcoming, equitable and safe place for all.”