Converse celebrates Pride 2022 with Found Family
Celebrating its seventh annual Pride campaign, Converse is sharing the story of the Found Family – the people met on the journey to Pride who surround us with love, support, and acceptance – that exist at the many intersections of the vibrant, dynamic, and multifaceted LGBTQIA+ community.
More than 50 creatives from Converse’s queer community around the world, from Detroit to Seoul, contributed their creativity and Found Family stories to this year’s Pride campaign. Together, their stories – told through photographs, written letters, and art – were curated into digital gallery, which is now on display at converse.gallery/foundfamily
My found family bring me encouragement, warmth, and joy” – Ali
Among the creatives who shared their stories are members of Converse’s All Star Community, the brand’s global network of emerging young creatives, including Alli, Becki, Elianel, Jas, Thomas, Scotty, Reagan, Julian, Soma, Ilu, Isis, Paulos and Jordan as well as Converse flow team rider, Brianna. The LGBTQIA+ All Stars shared their stories on the importance of home, family, and support, and how their Found Families built them up with love and joy along the way and are featured at Converse. Gallery - ranging from middle school friends to fellow skateboarders and designer.
“A found family consists of the people that you gather along the way that just feel like home.” – Jas
“To the black boys, girls, and gender non-conforming kids struggling to come to terms with your identity, I hope that you can see how okay it is to be you to the fullest.” - Elianel
“The joy and comfortability are immense, and I genuinely would be so lost without them.” - Thomas
In celebration of the Found Family, Converse will debut a Pride 2022 collection with an expansive inline collection. As we strive for more inclusivity, more representation, and more self-expression, this year’s supporting collection is united by a graphic patchwork representing the diversity of the community and the mantra "Family, Unity" – reminding us that while we are each different, we can always come together with love.
The Pride 2022 collection is visually woven together by bold quilting and prints representing the diversity and togetherness that exists within the LGBTQIA+ community. A patchwork design, modelled off a gradient rainbow bandana print, evokes the sense of warmth, home, and belonging that can always be felt within your found family. Rainbow graphics and fluid lines, found throughout the collection’s footwear, celebrates ever-evolving identities. Included in the collection is the Chuck 70, Chuck Taylor All Star, and Run Star Motion in high, as well as a Chuck Taylor All Star Lift Ox and the All Star Slide.
Shop the full collection now at www.archivestore.co.za, available online and at select Archive stores nationwide.