Converse Pride Chucks to show your pride in 2019

Converse is one of the many brands that are producing rainbow branded pride products to help us show our pride.

As with all our pride articles, we dig into the support they are giving in an attempt to ensure that as a community you can support the right brands.

Converse is raising money for It Gets Better Project, which it has been supporting since 2014. As with pretty much every brand announcement I’m coming across, there is no actual detail on how much they are raising for this charity. We don’t know if it is an amount per sale, or a fixed amount. We have approached them for more detail and will let you know.

The shoes range from £55-75 and come in a number of styles and can be customised.

About It Gets Better Project

The It Gets Better Project is a nonprofit organization with a mission to uplift, empower, and connect lesbian, gay, bisexual, transgender, and queer youth around the globe. Growing up isn’t easy, especially when you are trying to affirm and assert your sexual orientation and/or gender identity. It can be a challenging and isolating process – but, the good news is, no one has to do it alone.

Rainbow Brand Guide Rating

We are waiting to hear about the level of donation before we recommend on challenge or support.

We will update our rating and the information once we have heard back from Converse about the donation level and format.

Based on the limited information we have rated this neutral.

Current rating: support

Moving forward - monitoring the rainbow

We are starting to collect a list of brands releasing Pride items in the UK, and listing them as either positive branding (i.e. supporting the LGBT community) or pinkwashing (jumping on the rainbow bandwagon). This will help the community to support the right brands, and ultimately the LGBT community.

What to do if you see a rainbow item in a shop in the UK or online?

Take a photo for our database and email it to along with the location, company/brand and whether there is any information on the LGBT support visible. If you felt comfortable asking the additional questions above, please include their response. If not, leave it with us to enquire. We will then add it to our support or challenge list.

About the Rainbow Brand Guide

Due to the huge increase in the number of brands and businesses releasing rainbow products, and the lack of transparency around the support provided, we have created a rainbow brand rating. We will look into the product in the UK, and give the brand a community rating.

Ratings will look at a number of areas, including:

  • support of LGBT charities or community groups;
  • level of support;
  • understanding of non-gender or gender fluidity in products;
  • price of the item compared to non-pride versions of the same product; and
  • progress against previous years.

Found a brand or product we haven't reviewed? Get in touch and let us know!