American Apparel: "Make America Gay Again"

Los Angeles - In an attempt to launch another campaign that touches on equality, American Apparel has teamed up once again with the Human Rights Campaign (HRC) and Ally Coalition. In the partnership, the Los Angeles-based brand has released a collection with a goal to raise awareness to the LGBTQ community.

The campaign includes limited editions of a t-shirt and a tank top with slogans about the LGBTQ community. The shirts read “Make America Gay Again” and “Make America LGBTQ Again.” In the new collection, 100 percent of the sales from the Human Rights Campaign’s website will go towards supporting the Equality Act. From American Apparel’s stores, 30 percent of the proceeds from sales will help support the act.The Equality Act provides protections against discrimination when it is based on sexual orientation or gender identity in employment, housing, education, federal funding, and more. According to HRC’s website, over this past year, 200 anti-LGBT bills have been introduced in 31 states. “Today, LGBTQ people remain at risk of being fired, evicted or denied services in a majority of states simply because of who they are,” said Olivia Alair Dalton, HRC senior vice president of communications and marketing. With the launch of the collection, the main goal is to help raise awareness to the issues at hand and ultimately help end LGBTQ discrimination.

American Apparel teams up with HRC for LGBTQ rights

The shirts are currently available through select American Apparel stores and through their online shops. The collection will also be reachable through HRC’s e-store. The collection includes four top styles and also some accessories. The accessories consist of a tote bag and a hat with the same slogans. Prices for the merchandise ranges at a reasonable price point ranging from 24 to 28 dollars. All of the clothing is made in Los Angeles, where American Apparel is based. The launch also will include in-store events that will debut this month in Los Angeles and New York City. On June 11, American Apparel’s West Hollywood store will host an event with Carmen Carrera. Later this month, the brand’s New York City location will also have an event with Jack and Rachel Antonoff, founders of Ally Coalition.

While the campaign is launching with events and normal marketing techniques, American Apparel is also boosting their “pride” campaign through social media and video content. The campaign is encouraging hashtags such as #MakeAmericaGayAgain and #MakeAmericanLGBTQAgain. The slogan was inspired by Donald Trump’s hat which read, “Make America Great Again.” However, by replacing “great” with “gay” and “LGBTQ,” the HRC continues to fight for equality and justice for all individuals. With the new campaign, American Apparel is helping to support this issue through raising both proceeds and awareness.

Photo: Property of the Human Rights Campaign