Nowadays queer oriented brands are excelling gradually throughout the world and even in India, especially after legalising queer rights and decriminalizing homosexuality. The change is quite evident as many businesses are popping up with queer thematic approaches. During Pride month almost all top brands start promoting their rainbow merchandise to attract queer customers but do you think that these particular brands care for the upliftment of the community? Under the name of support, these brands throw marketing gimmicks at queer people to make the purchase or invest in those branded product lines.
Because of the existence of these international brands with their queer-themed products, many authentic queer brands or local queer businesses or stores that are managed by queer people, aren't getting the required spotlight to attract their customers in the most happening month of the year. Hence, if you are a queer person who is truly concerned regarding the upliftment of other queer people, you need to know how to identify authentic brands from the brands that shower love only in June to dazzle the queer crowd.
Differentiate the brand properly. Try to acknowledge the roots of the brand, the mission and vision of the brand and most importantly how the brand contributes to its image to the elevation of the queer community in society. Do some research regarding the birth of the brand and the people behind it. Because until and unless you know the right people behind the brand, you can't find the queer authenticity.
Notice carefully whether the particular brand manufacture or deliver products that are made exclusively for queer people and products that portray inclusivity and equality. Because most brands you get attracted to during the Pride month, are the brands that are international and can spend a lot of money on brand promotion and rigorous marketing, it would be easier for them to attract queer people just over a colourful ad. Don't fall for such brands because they only maintain limited products and they vanish soon after July arrives.
Try investing your money in the brands that are from your country and completely queer oriented who perceive the exact needs of a queer person in every possible way. These brands deliver almost all kinds of products that elevate the style quotient, pride factor and queer personalities by opting for strong slogans and statements. These brands indirectly work for the community by contributing their best design for queer people out there.
Always focus on the CSR activities of a business or a brand. If the brand that delivers queer products directly contributes some portion of its profits to the development of the queer community towards the health and education of the underprivileged queer people, then you don't have to think twice before ordering the queer exclusive merchandise you fall in love with.
Some queer brands are run by a team of queer people, some by queer allies and some by people who like to invest in queer brands to encourage queer people. Hence, you need to identify the people behind the brands even though you may wonder why to give a damn about it because it is some kind of social responsibility to know what's what as it helps for your good. There exist some brands which run by people who aren't aware of the basics of the queer community. Do you think they appreciate your feelings if you get back to them regarding any product issue?
Not all queer businesses deliver the rainbow and unicorn products. Some are artistic businesses where queer artists produce items that are handmade and out of their talent. This Pride month you must start encouraging such queer artists and local queer businesses to shower your support and love. These artists may not exclusively design pride or queer related products but these people design useful yet creative products that can be used in our daily routines. So, don't overlook them.
If you attend queer carnivals, queer bazaars and markets, you can recognize a lot of queer artists, queer business owners, and local queer people who sell their products by exhibiting them. Spare some time and pay a visit to such spaces where you can witness the creative minds of queer people and you don't feel the need for buying those overhyped international brands that sell products with rainbow flags but nothing else.
Identification of authentic queer brands is crucial because those brands understand the inside out of every identity that falls under the queer community and even their products reflect the importance of being queer as they depict an unmistakable message to the world through their signature products. A small badge can do wonders if something deep is written on it whereas a sophisticated sneaker with the rainbow-coloured logo on it does nothing but remains a stylish accessory. The queer community is already glamorous, you don't have to make it more flashy and all we need is to broaden awareness so that people won't consider us just as a group of bold fashionable people but as the community that makes sense in every possible way!
From this pride month, invest your money in the brands that serve the purpose of queer awareness!