Direct-to-consumer retailer MeUndies has built its brand on embracing inclusivity and self-expression, delivering messages around body positivity and same-sex marriage. With LGBTQ Pride celebrations soon to happen across the country, MeUndies is taking the opportunity to amplify those messages further with the launch of a new Pride-themed underwear collection.
The company partnered with DJ and EDM producer GRiZ to be the face of the colorful collection. Underwear for both men and women features rainbows, unicorns and hearts. There are even matching bras, socks, T-shirts and onesies.
GRiZ, whose real name is Grant Kwiecinski, is an active advocate for LGBTQ rights. He earned acclaim in 2017 after publicly coming out via an article he wrote for Huff Post, then named The Huffington Post.
The new line is also backed with a charitable component: MeUndies is donating one dollar from every sale to Miley Cyrus’ nonprofit the Happy Hippie Foundation, which addresses youth homelessness. Along with social, MeUndies is promoting the collection with a video and billboard ads, both featuring with GRiZ.
This is the third year MeUndies has aligned itself with Pride. Last year, the company's Sr. Graphic Designer Oscar Zaldana designed a pair of underwear that expressed his experience coming out and MeUndies told his story through nonprofit True Colors Fund which supports homeless LGBTQ youth. The year before, it worked with LGBTQ influencers like Hayley Kiyoko and Big Freedia on a colorful collection and donated $1 for every pair to the Los Angeles LGBTQ Center.