For many cities in the U.S., LGBT Pride marches with a burst of summer heat and sunshine. Taking advantage of the warm weather and prismatic celebrations, Target has become the latest retailer to launch a special line of Pride-themed t-shirts.
“WEAR IT WITH PRIDE,” the store’s website declares across a colorful banner. The men’s and women’s tees feature four different designs promoting love, harmony and, of course, rainbows.
It’s a huge step in the right direction for Target, which hasn’t always had a good record when it comes to LGBT rights. In 2010, the Target corporation made a $150,000 donation to anti-gay Minnesota politician Tom Emmer, leading to a consumer boycott and public outrage from performer Lady GaGa.
The company also drew criticism from equality advocates when it filed a restraining order against an LGBT nonprofit organization. That group, San Diego-based Canvass for a Cause, sued and won the right to gather petition signatures outside Target stores.
It’s not good business sense to alienate an entire community of consumers, and it seems like Target has finally learned this. Let’s hope other corporations follow their lead. Maybe we can get Pride sweaters in time for the fall.
Image captured from Target.com