A Review of Target’s Pride Collection

What’s not to love about Rainbow Capitalism?

Sol
4 min readJun 16, 2021
Source: Target

Remember when kids labeled anything remotely uncool as gay and queer was the worst thing you could be? Seriously, in fifth grade one of my classmates got picked on because he crossed his legs ‘like a girl’. I never got that, because I’m a girl and cross my legs with all the elegance and grace of an elephant on wheels, but I digress.

Ah, how far we have come! Now, straight people wave rainbow flags around and gay best friends are the latest fashion accessory. We have come so far, in fact, that even Target is celebrating Pride Month.

As a queer woman, I thought I would give you my thoughts on the chain’s latest attempt to appeal to the gays™. After looking through the collection, I must say I think we have had a good ride, but maybe it’s time to stop.

Reviewing the Pride Collection

Pride Gender Inclusive Adult ‘Pronouns’ Short Sleeve Graphic T-Shirt— $13.00

Source: Target

Right off the bat, this one confuses me— why is ‘pronouns’ between quotation marks? Why…

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Sol

Artist, economist & environmentalist. Expert in finding the best crying spots in libraries (She/They)