The new collection, in collaboration with Christopher Rouleau, is inspired by Canada’s queer activist history…
Every June, retail brands release Pride lines in celebration of Pride Month. Many of these pieces feature rainbow colours, Pride flags and campy sayings among other things. Then there are brands who do the research and create apparel with stories that define 2SLGBTQI+ life.
Canadian brand Peace Collective has released its 2025 Pride apparel line, honouring the history of queer activism in the country. Designed in collaboration with Toronto-based graphic designer and typographer Christopher Rouleau, it features visuals that “honour the bold language of resistance, joy and community,” inspired by materials in The ArQuives, the largest independent LGBTQ2+ Archives in the world.
“We have a vast visual vocabulary, which highlights many remarkable – and many challenging – moments of queer activist history in Canada,” Christopher Rouleau said in an artist statement. “As we move into Pride Month, it is more important than ever to remember that while we celebrate in the streets, we must also commemorate queer trailblazers who have carved the path for us.”
The collection features five products including three t-shirts, a hat and a series of buttons. “These colourful designs for Peace Collective, presented as clusters of queer typographic ephemera, offer a triad of messaging about our past, present and future: one message of reflection, one of celebration, and one call to action,” Rouleau continues.
A percentage of the sales will go to The Get Real Movement to help fight 2SLGBTQI+ discrimination and bullying.
Here is a closer look at each item in the collection…
“Keep it Gay” Tee
($59.99)
On the left breast of this shirt is a series of messages such as “An Army of Lovers” and “Free to Love,’ while on the back in big letters are the words “Keep it Gay.” As the website says it’s “a shirt that doesn’t whisper queer pride – it shouts it.” The saying also comes in a baby tee ($49.99).
“The Future is Gay” Tee
($59.99)
Similar in style to the “Keep it Gay” shirt, this one features messages like “Keep the Protest in Pride” and “Amplify Queer Voices” on the front with the “The Future is Gay” on the back, a common saying on protest signs.
Pride Button Collection
($24.99)
“Stick it to ‘em – beautifully,” the website reads for this series of three buttons featuring the sayings “The Future is Gay,” “Keep it Gay” and “Keep the Protest in Pride.”
“Keep it Gay” Hat
($49.99)
This a-frame cap will keep you shady – likely in more ways than one. It’s a two-tone ivory and black, strapback unisex hat that is perfect for those long days in the sun during Pride and beyond.
You can purchase the Peace Collective Pride collection in store (Union Station and Distillery District in Toronto) or online.
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