Aug 14, 2018 | By Lourdes Linares
Fashion’s relationship with technology is at an all-time high, from the ever stylish Apple Watch, to 3-D printed clothes, to latest exhibition at the Met Museum Manus x Machina: Fashion in an Age of Technology exhibition, there’s never been such a focus on the two worlds.
Now Grindr, the dating app is extending its influence from simply tech to incorporate fashion too. Coinciding with the 2016 Rio Olympics, Grindr’s clothing line and e-commerce store has just launched with a collection called The Varsity Collection. Prices for the collection range from $25 to $130. The proceeds from the line, which includes everything from swim trunks to outwear and duffel bags, will benefit Athlete Ally’s Principle 6 campaign (to celebrate inclusion and fight discrimination).
In a statement about the launch, Landis Smithers, creative director of Grindr, said: “As we keep evolving, we are looking for ways to combine things people enjoy with ways to help the community globally.
“The collection feels sexy, cheeky, fun, but in the end, all profits are going to an amazing group that helps athletes with the issues the gay community faces all around the world.”
This isn’t the app’s first foray into fashion, back in January 2016, British designer JW Anderson teamed up with the app to live stream his A/W16 catwalk show, at London Collections Men. Alongside the new Varsity collection, Grindr has kickstarted a digital campaign using the lookbook images and the hashtags #principle6 #grindrvarsity to spread love in sports rather than discrimination.
More and more brands are increasingly looking at their retail offerings, and seeking ways to deliver clothes that does more in terms of addressing financial inequality and highlights key social causes. As we reported back in 2015, in The Caring Economy (subscribers check it out here) both consumers and brands are putting more of a focus on expressing important social values and the need for integrity with what we say, do and wear.
Photo credit: John Arsenault
Like this? For more news on catwalks, brand strategy, social media and consumer shopping behaviour, join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.