IMAGES Courtesy of schuh
It’s Pride month, and with each new year, queer and gender-diverse communities commemorate the Stonewall riots, honour queer history and, where possible, celebrate free love and free expression. In recent years, as LGBTQIA+ culture continues to break boundaries and permeate the mainstream, Pride month’s political roots have become at-risk of getting lost amid endless events, parties and rainbow-washed corporate Pride collections. So, with each new Pride season, it’s important to address what the purpose of Pride month is – which communities in particular need increased support and allyship, and what issues we still need to fight for.
This year, as well as the No Pride in Genocide movement advocating for queer communities to use their activism in support of an immediate ceasefire in Gaza, there is an increased need for allies to better understand the marginalised queer identities that make up the LGBTQIA+ community and the struggles that they are facing, and learn how best to advocate for them. For queer people, Pride is a year-round celebration, and this year in particular – amid major elections in the UK and the US – LGBTQIA+ communities are looking to their allies to use their voice and their vote to support queer and transgender rights.
In the UK, ahead of the general election in July, many LGBTQIA+ issues are currently up for debate, including gender-affirming care, conversion therapy and “single-sex” spaces. Trans rights are particularly under threat from the Conservative party who want to rewrite the Equality Act so sex is “defined only as someone’s biological sex”, rather than the one they either identify with or have legally changed to on their birth certificate.
schuh has helped me accept myself for who I am by creating a diverse and inclusive work space.
British fashion retailer schuh understands that advocacy is a continual commitment, supporting queer communities and championing their talents with its ‘Pride Never Stops’ campaign. Partnering with The Proud Trust since 2020, schuh has, to date, funded interventions for 944 young people via The Proud Trust’s digital support and youth group support services. Additionally, it has sold over 32,000 Pride charity tote bags, with all profits donated directly to The Proud Trust.
This year’s iteration of the Pride charity tote bag aims to fund 233 hours of support from The Proud Trust for LGBTQIA+ young people. Two hours a week at one of The Proud Trust’s youth groups can give a young person a space to be their true self, without judgement, for the first time.
schuh’s 2024 Pride campaign focuses on the power of allyship across the LGBTQIA+ community and beyond, championing three pairs of friends to platform vital conversations that highlight how we can all be better advocates. One such duo featured among the campaign is content creators and close friends, Mason and Quisha. When he’s not cracking us up on TikTok, comedian Mason regularly gives his voice to the LGBTQIA+ community, speaking out about his experiences and important issues. His ally Quisha is there to support him through it all. “Quisha is a good ally to me because I feel like she just shows up. I feel like, for people that don’t have an ally, it’s good to find your person because I didn’t have that growing up – I had to fend for myself [while I was] finding out who I was,” says Mason. “My family are my friends and I think that’s why she’s so important to me. It’s so nice to have somebody show up for you.”
The campaign highlights that allyship is not only for our straight counterparts, and the importance of allyship among the diverse and intersectional groups that make up the LGBTQIA+ community. Another duo featured in the campaign is aromantic-asexual activist Yasmin Benoit with her bestie Anick, who is the co-founder of intersex-led charity InterconnectedUK. The pair are committed to advocating for better awareness and understanding of their communities, and met speaking on an LGBTQIA+ panel that focused on the plus. “We were on the ‘other’ stage because I’m intersex and [Yasmin is] asexual, so it’s like we’re not part of the main group,” says Anick. “I feel like we really have to advocate for each other,” Yasmin adds. “Whenever I’m doing something and we’re talking about asexuality, I’m always like, we need to take the conversation beyond the ‘Q’ [queer]. We should go to the I (intersex).”
Being friends with [Yasmin] has made me really want to learn more about other people’s experiences and what makes us together as a community rather than just separate communities.
“Being friends with you has made me really want to learn more about other people’s experiences and what makes us together as a community rather than just separate communities,” Anick agrees.
The campaign also spotlights two members of schuh’s team – store managers Kyle and Steve. “schuh has helped me accept myself for who I am by creating a diverse and inclusive work space,” says Kyle, who manages the Liverpool One store and has been with schuh for 7 years. Kyle’s ally is Liverpool store manager Steve, who has worked at schuh for the last 29 years. “I can honestly say the best part of all these years is the brilliant people, both instore and at head office, that I have met along my way,” he explains. In the campaign, the two chat about allyship and the importance of educating yourself on other communities.
schuh’s allyship extends internally too, offering its employees online educational resources and organising competitions for staff to learn about and celebrate the LGBTQIA+ community throughout the year. Members of schuh’s team have volunteered with The Proud Trust during Manchester Pride 2023 – both at the parade and at The Proud Place, where workshops were taking place for LGBT+ young people – and will be returning in 2024. schuh will also be celebrating in London, Manchester and Brighton Pride, supporting attendees with all-day DJ sets and all-around great vibes in-store.
For more information on The Proud Trust, schuh’s Pride events and charity totebag, visit the schuh website.
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