Nordstrom Launched a Storefront for Pride — and It’s Filled With Queer-Owned Brands

Nordstrom’s Pride Storefront Is Full of Queer-Owned Brands and Genderless Fashion

Because “rainbow-washing” doesn’t cut it.
By Jayla Andrulonis
Jun 03, 2021 @ 7:00 pm
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As a shopping writer who is also a lesbian, I'm highly attuned to the the rainbow wave that takes over my inbox each June as companies release their Pride Month merchandise. And don't get me wrong — I love Pride merch as much as the next queer girl who grew up with her only media representation being a A Shot at Love with Tila Tequila, but I do want to know that my money is going towards my community. (Read: Not into the pockets of corporations that think slapping a rainbow on something checks a box of inclusivity.)

Because after all, it wasn't the release of a limited edition glitter palette that got us to this point — it happened by uplifting folks within the LGBTQIA+ community. And that's why Nordstrom's 2021 Pride initiative storefront, which highlights queer-owned brands, stands out for all the right reasons. 

The curated shop includes rainbow Ugg slippers designed to give back, joy-inducing genderless style from queer-owned brands, pins to let the world know how you identify, and everything else required for this month's return to IRL celebrations that you'll still want to year all year long. 

The storefront also marks the launch of BP. + Wildfang, a collaboration which brings together Nordstrom's own in-house label with the Portland-based brand that's been known for its challenging of gender norms since 2013. The Nordstrom-exclusive capsule collection includes apparel and accessories in sizes XXS-4X, and 5 percent of all total sales go towards supporting workforce development programs that provide space and opportunity for Black, Latinx, and Queer communities in fashion.

Nordstrom's Be Proud by BP. collection will also donate 10 percent of net sales to Trans Lifeline as well as fund a $100,000 corporate grant toward the Trans Lifeline x FOLX Hormone Replacement Therapy Care Fund, which seeks "to support transgender, nonbinary, and gender-nonconforming folx to be in their bodies on their terms." 

In terms of putting its money where its mouth is, it's safe to say Nordstrom's (extremely cute) Pride collection passes the vibe check. Below, shop all the pieces I have my eye on this Pride season. 

Be Proud by BP. Gender Inclusive Pride Stretch Minidress

Nordstrom Pride items
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Shop Now: $39; nordstrom.com

Levi's Pride Liberation Oversize Denim Trucker Jacket

Nordstrom Pride items
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Shop Now: $148; nordstrom.com

Be Proud by BP. Queer Pride Embroidered Dad Cap

Nordstrom Pride items
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Shop Now: $19; nordstrom.com

The Phluid Project Canvas Tote

Nordstrom Pride items
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Shop Now: $24; nordstrom.com

Be Proud by BP. Gender Inclusive Pride Print Crop Mesh Tee

Nordstrom Pride items
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Shop Now: $35; nordstrom.com

BP. + Wildfang Square Neck Satin Slipdress

Nordstrom Pride items
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Shop Now: $49; nordstrom.com

TomboyX Next Gen Boyshorts

Nordstrom Pride items
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Shop Now: $20; nordstrom.com

Be Proud by BP. Gender Inclusive Pride Graphic Baby Tee

Nordstrom Pride items
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Shop Now: $29; nordstrom.com

Coach Bethany Pride Puffy Quilted Leather Belt Bag

Nordstrom Pride items
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Shop Now: $225; nordstrom.com

The Phluid Project Crossbody Bag 

Nordstrom Pride items
Credit: Courtesy

Shop Now: $20; nordstrom.com