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How We Fight Rainbow Washing

In the summer of 2022 I found there was a much greater need for subtle LGBTQ+ apparel than I ever could have imagined. Clothing is not just about making a statement or expressing ourselves – it's about feeling safe and accepted in a world that often doesn't understand us. That's why it's so frustrating to see big corporations "rainbow wash" – using LGBTQ+ symbols, flags, and messaging for profit without actually supporting or uplifting the community.

What is Rainbow Washing?

Rainbow Washing: is a superficial and manipulative way for companies to appear supportive and inclusive, without actually doing the work or making a meaningful impact. It's a way for them to capitalize on the consumer power of the LGBTQ+ community without actually standing with us or advocating for our rights.

This kind of hypocrisy is demoralizing and erodes the trust and support of the LGBTQ+ community. (Not to mention a lot of the mass produced rainbow designs are just plain ugly.)

What We're Doing Differently:

East Coast Tags is striving to not only create products that celebrate and empower the LGBTQ+ community through our subtle (mostly) colorless prints, but also use our platform to speak out and take action on issues that impact us.

Our prints stand against corporate rainbow washing by offering an alternative to clique rainbow CRAP, and draw attention to issues the LGBTQ+ community faces.

  • "Here For Your Phobia" - declares a stance on intolerance for homophobia, transphobia, biphobia and so on.

  • "Timing Is Everything" - is a reminder of how important it's been to consider our environment, family, and friends before "coming out" because at times it can lead to safety concerns, a loss of a home or family.

  • "Pro Minding Your Own Business" - was of course in response to Roe V Wade being overturned and how this affects all persons capable of becoming pregnant.

Big corporations have gotten away with capitalizing off of us during Pride Month for far too long and it's time there was a better option.


Keep an eye out for new designs dropping soon! And thank you for all your support and love (I promise the feelings are mutual.)


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