Be Who? BE YOU!

Calling everyone, it’s Pride 2024! Not that we need an excuse to celebrate love or wear eye-catching colours, but when the opportunity presents — we go BIG.

Introducing our Pride collection, featuring rainbow brights across the board. Crochet shirts, Pride tees, unitards… Hello, Pride outfits! Designed to be worn proudly, whether you feel more comfortable dressing low-key or loud, the whole spectrum is fierce: choose the styles that say: ‘THIS IS ME’.

So, what to wear to Pride, you ask? Literally anything you feel comfortable in, is the answer. But feel like upping your colour levels with some mood-boosting clothing and accessories, check out our newest range — for Pride season and beyond…

Pride T-Shirts

There’s no simpler way to wear your heart on your… heart than a classic slogan tee. A wardrobe hero, no matter the time of year, made using cotton sourced from the Primark Sustainable Cotton Programme for all-day comfort, they’re a must. Choose from classic or cropped styles. Bonus: they come in all sizes, so Pride twinning with the whole family — biological or logical — is our best new thing.

This year, we’ve added some music tees to the mix. Oh HEY, Cher and George Michael designs! Uch, iconic. Now just choose your fighter.

 

Trending Crochet

Let’s talk about out standout crochet shirt. Rainbow-striped, knitted and pleasingly well-cut, it can be worn over your Pride tee or crochet vest, or styled with the rest of your wardrobe. A colourful nod, rather than head-to-toe finery... There’s no right or wrong here, people. Take your pick!

 

Gender-Neutral Basewear

Designed with everyone in mind, our basewear with colourful strap detailing is super-fun AND stylish. Featuring seamfree crops, triangle tops, cycle shorts and unitards for all genders and body types, choose your favourite — and layer or let it shine.

Pride Flags

Pride month is time to fly those joyful flags, but these aren’t just for June — think year-round flag-flying. Integrating the many designs in one, the Progress Pride Flag represents all groups. Take it to events or hang it in your home — or both. Peak inclusion, we love.

Pride Accessories

And the rest… Complete the look or opt for something a little more subtle with Pride socks, pins, rainbow tote bags, ankle socks, bucket hats and umbrellas. Plus, reusable make-up pads — total saviours for getting your Pride beauty looks off at speed.

Pride Charity Collaborations

Our celebration of Pride goes beyond symbolic gestures. This year, we’re proud to pledge £150,000 to various charities across Europe and the US, all dedicated to supporting the community, as we work towards a future where everyone can express their true identity and feel seen, heard and understood. We will also donate a further £100,000 to our long-term charity partner ILGA World as they press forward to advance equity and equality for LGBTQI+ people everywhere. This will be our biggest donation in a single year to LGBTQIA+ charities and takes our total contribution to over £1 million since 2018.

From fashion-forward to all-out functional, shop your favourites for Pride and beyond.