Wonderland.

THEY O.K.

American Apparel celebrates Pride with new campaign.

American Apparel's They O.K. campaign all models

Prepare yourself, because the streets of London are about to be transformed into a pulsing sea of rainbows and grins. Yes, it’s Pride this weekend, and to celebrate, American Apparel have announced the launch of their new inclusive collection: “They O.K.”

A longtime advocate for the LGBTQ+ community, the campaign comes as an evolution of the brand’s bestselling “Gay O.K” tees. This time around, it’s more inclusive than ever with the swap-in of “they” to include absolutely everyone.

And what better way to showcase an all-inclusive collection than with legit real people? To find models for the campaign, AA put out an open casting call for all members of the LGBTQ+ community, in efforts to celebrate the underrepresented.

What’s on offer? Fun unisex tees with the slogans “Still here. Still queer” and “They O.K. All pronouns welcome”, plus a tote-bag repping rainbow coloured font (of course).

Look good and make a difference? It’s a no-brainer.

All proceeds will be donated to The Trevor Project, which offers crisis intervention and suicide prevention services to LGBTQ+ people under 25

American Apparel's They O.K. campaign
American Apparel's They O.K. campaign models posing
American Apparel's They O.K. campaign logo tee
American Apparel's They O.K. campaign logo tee
American Apparel's They O.K. campaign logo tote bag
American Apparel's They O.K. campaign tote bag
American Apparel's They O.K. campaign logo tee
American Apparel's They O.K. campaign tee
THEY O.K.

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