Grindr has launched its own line of men's athletic wear called the 'Varsity Collection.'
Grindr is known as a dating app for men, but it is now branching into apparel. The 'Varsity Collection' features swimming trunks, track pants, sweatshirts and bandannas. The proceeds from items in the collection, priced between $25 and $130, will be donated to Athlete Ally's Principle 6 campaign. The campaign fights discrimination against LGBTQ athletes.
The clothing line was designed in collaboration with Print All Over Me and incorporates references to queer pop-culture into the designs. While the clothes are meant to be fun and a bit cheeky, the proceeds go towards an important cause.
Grindr is the first dating app to venture into the consumer apparel market.
Why This Trend Is Growing
- Queer Culture-referencing Apparel
- Apparel lines that incorporate references to queer pop-culture into their designs to help fund and fight discrimination against LGBTQ athletes pose an opportunity for apparel companies to foster a more inclusive society.
- Philanthropic Apparel
- Philanthropic apparel lines that donate proceeds to important social causes that consumers identify with poses an opportunity for businesses to market their products while making a social impact.
- Non-traditional Industry Expansion
- Expansion of companies into non-traditional industries, such as dating apps into apparel, provide opportunities for innovation and differentiation in a competitive and saturated market.
Industries Being Reshaped
- Apparel Industry
- The apparel industry can take advantage of the opportunity to make a social impact while offering apparel lines that incorporate references to queer pop-culture into their designs to help fund and fight discrimination against LGBTQ athletes.
- Non-profit Industry
- Non-profit organizations, like Athlete Ally's Principle 6 campaign, can collaborate with apparel companies to raise funds and execute philanthropic events that can help increase public awareness of their cause.
- Technology Industry
- The technology industry can take advantage of the opportunity to expand into non-traditional industries, like producing apparel lines, to increase their market share and gain a competitive advantage.
