LGBTQ+ Fashion: Pride Designers and Brands

LGBTQ+ fashion gets personal from independent designers behind Kirrin Finch, PATCH NYC, and Passionfruit, turning identity and pride into wearable pieces.

For this group of designers, creating an outfit or accessory goes beyond considering its aesthetics—the decisions are about helping individuals express who they are through what they wear. This is how they’ve mined their personal experiences—and identities—to make and sell clothes like T-shirts to support the LGBTQ+ community, affordable lace front wigs for drag queens, and environmentally sustainable androgynous clothing options.

Kirrin Finch

Kelly and Laura Moffat started Kirrin Finch out of a mutual fashion frustration—“a need of our own to find clothes that made us feel authentic,” says Kelly. When shopping in the women’s section, Kelly and Laura say the styles didn’t feel right. Ditto with the men’s section, where clothes didn’t fit well. The duo knew they had to create their own line. “If you don’t feel good about what you’re wearing, you don’t feel good about yourself,” Laura says.

After testing out designs on many different body types, Kirrin Finch was born, inspired by tomboy styles but made to fit female and non-binary bodies. The founders behind the brand are also committed to using natural fabrics that are environmentally sustainable, with production focused in the US.

Wigs by Vanity

Though a wig is a crucial part of a drag queen’s look, not all of them are created equal. Just ask Vanity Faire, co-founder of Wigs by Vanity. “I just feel like the wig for a drag queen,” says Vanity, “is like the cherry on top of the cake.” They can also be pricey pieces to purchase.

Vanity Faire co-founded her business as a side gig. Wigs By Vanity

The lace front customizable wigs made famous by RuPaul can run for thousands of dollars and are hard to afford for many drag queens who are just starting out. Vanity and her partner, Courtney Act, a former contestant on RuPaul’s Drag Race, thought of making some that their fellow artists could cut themselves at a much more approachable cost. Since then, their wigs have cornered the drag market. But the business was always a side hustle. What made Vanity decide to go full-time? Listen to her story on Vanguard by Shopify Studios:

PATCH NYC

Mama always knows best. When John Ross received a crocheted hat from his mother during winter in New York, both he and Don Carney decided to start making hats of their own. The couple, who went from being partners in life to business, launched the brand PATCH NYC. Originally stationed in New York City with a studio and retail space, the duo moved to Boston in 2012 and took their creativity to the city’s South End.

John and Don have since developed their own distinct style: their designs nod to the Victorian era while mixing in bold and quirky prints. “There’s never a shortage of ideas,” says John, who has worked with Don to create their signature PATCH NYC–styled homegoods, clothing, and accessories for their own shop as well as retail partners like Anthropologie, Target, and West Elm.

PATCH NYC's retail space sits just across the courtyard from their studio, where Don (shown) and John design their signature collections. Tony Luong

Passionfruit

Having experienced a hard time coming out, Liz Bertorelli wanted to create something for others “that allowed you to show who you were without actually saying it out loud.” So she started Passionfruit, a collection of T-shirts and accessories that allow those wearing the brand to show their pride and support—for themselves, or others—year round.

The effort is an ongoing side hustle, as Liz also balances a full-time job at Shopify. But she’s trying to widen her impact: Liz donates some of her proceeds to the Trevor Project, a nonprofit that offers a toll-free and confidential suicide hotline for LGBTQ+ youth. Over the years, Liz’s designs have also helped people come out and some brought couples together. “It’s amazing how powerful a T-shirt can be,” Liz shares.

Liz's T-shirts help her customers show who they are "without saying it out loud." Vuk Dragojevic

Since Passionfruit is a side-hustle, Liz uses a print-and-ship service to help manage the business. Vuk Dragojevic

Feature image by Tony Luong

Lgbtq+ Fashion FAQ

What is LGBTQ+ fashion?

LGBTQ+ fashion covers clothing and accessories designed to let queer, trans, and non-binary people express identity through what they wear, rather than conform to typical gendered sizing. Brands in this space often blend menswear and womenswear silhouettes, use gender-neutral cuts, or create niche items like affordable lace front wigs and Pride-themed tees. The goal is fit and authenticity first, with aesthetics built around that.

How can I tell if a brand is LGBTQ+ owned?

An LGBTQ+ owned business is generally one that is at least 51% owned, operated, managed, and controlled by someone who identifies as part of the community. Many founders share their story directly on brand websites or social channels, so checking the "About" page is a reliable way to confirm ownership. Certification programs also exist for businesses that want formal recognition of this status.

What makes clothing gender-neutral instead of just unisex?

Gender-neutral clothing is built from the ground up to fit a spectrum of bodies without defaulting to men's or women's sizing charts, while unisex pieces are often just one style sold to everyone regardless of fit. Designers who focus on gender-neutral apparel typically test patterns across many body types before production. This is why brands built for non-binary and trans customers often emphasize custom or adjustable fits over one-size-fits-all cuts.

How do I start an LGBTQ+ focused clothing brand?

Start by identifying a specific fit or styling gap the community faces, then test designs on real bodies before committing to a full production run. Many founders begin as a side hustle while working another job, using print-and-ship services to manage inventory and costs early on. Sourcing sustainable, domestically produced fabric and building a story around personal experience also helps a new label stand out.

Why is Pride-themed merchandise controversial in fashion?

Rainbow-branded Pride merchandise draws criticism when large retailers release it only during June without meaningfully supporting LGBTQ+ causes or creators the rest of the year. Shoppers increasingly look for brands that donate proceeds to organizations like the Trevor Project or reinvest in queer artisans year-round. Supporting founder-led labels rather than one-off seasonal collections is one way to put money toward lasting impact.

Can drag performers find affordable wigs and accessories online?

Yes, several online sellers now make customizable lace front wigs at a fraction of the thousands of dollars that premium versions can cost. Some are designed to be trimmed and styled by the performer, making them practical for drag artists just starting out. Shopping directly from creators who understand drag styling needs often means better quality control than generic costume retailers.