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06/01/2022

Abercrombie, The Trevor Project Duet for TikTok ‘Love Chain’

For Pride Month, the partners collaborated for the third time on a gender-inclusive capsule collection as well as introduced a TikTok campaign to show LGBTQ youth support.
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Abercrombie & Fitch has launched its 2022 Pride collection, co-created with The Trevor Project, for both the Abercrombie & Fitch and abercrombie kids brands. The Trevor Project, a suicide prevention and mental health nonprofit organization supporting LGBTQ+ young people, has been a partner of Abercrombie & Fitch since 2010. This year mark’s the duos third Pride-themed, co-designed collection, which is available in stores throughout June and online throughout the year on the retailer’s websites.

The gender-inclusive adult collection, available in sizes XXS-XXXL, features t-shirts, shorts, hoodies, jackets, sandals, hats and socks, among other pieces. Collection motifs include iconic drawings by late artist, Keith Haring, pastel tie-dyes and color-blocked patterns.

The gender-inclusive kids Pride collection, part of abercrombie kids’ “everybody collection,” adds to the brand’s Abercrombie Family initiative with “unique, youthful styles,” per a news release from the retailer. The kid’s collection, which also marks abercrombie kids’ fifth year of offering its everybody collection, features t-shirts, hoodies, bucket hats, scrunchies, sunglasses and more apparel.

Abercrombie & Fitch is further strengthening its support for the LGBTQ community by committing to an increased donation of $400,000 to The Trevor Project. In addition, Abercrombie and the nonprofit have partnered to launch its own TikTok trend using the platform’s duet feature in an effort to create and spread a series of supportive content across the platform. The social campaign, dubbed “love chain,” aims to show LGBTQ youth that “they are loved, supported and celebrated for exactly who they are, per the release. For every duet created of The Trevor Project’s TikTok and use of the #TrevorLoveChain hashtag, Abercrombie will donate $1 (up to $100,000) to the organization. Additionally, the retailer will continue to host round-up campaigns throughout the year in which customers are able to round up their total point of purchase to donate to The Trevor Project.

“Abercrombie’s support of The Trevor Project has been essential in the expansion of our services to as many LGBTQ youth in crisis as possible,” said Muneer Panjwani, vice president of institutional partnerships for The Trevor Project, in the release. “This year’s collection – which is available year-round – and the accompanying #TrevorLoveChain campaign on TikTok demonstrate Abercrombie’s continued commitment to the LGBTQ community at large, and also illustrate the close collaborative relationship we’ve developed over our twelve years of partnership.”

Since first partnering with The Trevor Project in 2010, Abercrombie & Fitch and its customers have donated more than $2.8 million to The Trevor Project.