Founder Interview With Sergio Aragon & Jesus Gutierrez, Gay Pride Apparel
Gay Pride Apparel isn't just another brand selling pride gear; they are on a mission to celebrate authenticity and pride all year. Their extensive collection features everything from T-shirts and hoodies to accessories like flags and blankets, each bursting with bold colors and expressive designs. What truly sets them apart is their commitment to keeping the spirit of Pride alive 365 days a year, allowing people everywhere to flaunt their true selves proudly and, often, with a playful dose of humor and a pinch of shade for the haters.
The founders of Gay Pride Apparel, Jesus and Sergio, moved from Phoenix to New York City, which sparked the transformation of fleeting seasonal pride into a permanent, year-round celebration. This dynamic duo combines digital savvy with sharp product insight, driving their business forward with passion and a keen sense of community needs. Their approach isn’t just about commerce; it’s about making a statement and supporting the community, which is why we love these founders and everything they stand for!
Can you share the inspiration behind Gay Pride Apparel and how you got started?
We were inspired to start Gay Pride Apparel after experiencing the 2018 NYC Pride. Moving from Phoenix to New York City was a revelation; unlike Phoenix, the queer community in New York was celebrated on a much grander scale. The vivid memory of how quickly the pride symbols disappeared once July started really struck a chord with us. It was as though the city was erasing the rainbows overnight, prompting us to launch what would become a prominent LGBTQ+ pride website in early 2019. We started with zero dollars and basic design skills but a deep passion to keep pride alive year-round, accessible to anyone, anywhere.
Four years into this journey, our efforts have led to collaborations with entities like HBO and RuPaul's Drag Race Queens, and by 2023, our products were available in over 1300 Walmart stores.
When we first began, we took very humble steps. We started by setting up a Shopify account because I had some familiarity with e-commerce from a previous job in Phoenix. Initially, we didn't have any funding. We launched with a simple range of products and used print-on-demand services, although we were new to terms like DTG and embroidery.
Our major promotional strategy in our first year focused heavily on partnerships with nonprofits, leveraging their networks to spread the word about our brand. This aligned well with my prior experience working for a nonprofit. Additionally, Instagram played a crucial role; within six months, we reached 10,000 followers, a significant milestone. We also attended various pride events, selling merchandise and networking directly with the community. This hands-on, grassroots approach helped us grow without any significant advertising budget.
We valued customer feedback immensely from the start, leading us to offer discreet packaging after receiving suggestions about privacy concerns. This direct engagement and responsiveness to our community have been key components of our approach from day one.
Photo Credit: Gay Pride Apparel
What does your creative process look like when considering new products or campaigns?
It always starts with Instagram. We usually post a graphic, and if our community reacts positively (they start demanding for it in the comments) then we create apparel with it.
If it's not a viral post, we usually take inspiration from current events, past protests, and the queer communities history.
What is one challenge you have faced as the Founders of Gay Pride Apparel, and how did you navigate it?
In 2020, our second year of business, we experienced explosive growth, scaling from minimal sales to six figures in just one summer during the pandemic. This coincided with challenges in shipping and supply chains. We decided to leave our full-time jobs, which we later realized was premature.
Navigating this rapid expansion involved experimenting with Facebook ads and betting on connecting with the LGBTQ+ community. This approach paid off, leading to increased sales and waking up early to process orders before heading to my day job. Our profile grew with notable partnerships, including one with HBO. By the end of that summer, convinced of our business's sustainability, we quit our jobs and moved to Mexico City for a change of scenery.
However, the reality of operating a seasonal business soon hit us. Pride isn't year-round, and our sales reflected that. We hadn't fully anticipated the seasonal dips and eventually realized we needed to secure employment again. We leaned heavily on our family for support during this time, and this period taught us the importance of having liquid funds for continuous investment in products and ads.
Reflecting on this whirlwind year, I wouldn't say I regret our decisions, but they were definitely made in a fight-or-flight mode. We lost some of our creative passion in the chaos of rapid growth, turning what we loved into a chore. It took returning to full-time jobs for a while to stabilize and grow our business with more intention and less impulsivity.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Just do it. There’s a reason why that is Nike’s slogan. It’s the truth.
If we had questioned our business, we would have never launched. There will always be reasons not to start but just do it.
If we had never launched, we would have never partnered with HBO.
If we had never launched, we would have never been in Walmart.
If we had never launched, we would not have touched the over 100K humans we have.
When you think about the long-term vision for Gay Pride Apparel, what does that look like?
We want to be the one-stop shop for the community (by the community). We have SO MANY ideas.
A scholarship program to help queer peeps go to college or pursue some education.
A college ambassador program to help college students build community while also giving back to the community
A separate non-profit arm of Gay Pride Apparel that awards small towns money (and maybe resources) to plan their first pride events
The list goes on. For now, being in Walmart stores is a massive win for us and the access it gives us to towns across the USA.
Tell us about one of your values and how you’ve incorporated it into your brand?
We are authentic, proud, and empowered. And those three words are why we strive for Gay Pride Apparel. Everything we do revolves around that.
What LGBTQ+ owned brands are your go-to and why?
We have to shout out our fellow Walmart friends:
We also love Ash & Chess, @TheFive15 on Instagram, and many more!
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
We stay offline for a few hours daily and focus on the good—the progress we’ve made. There will always be hiccups and attacks, but zooming out and focusing on the progress is key for us.
Who is your favorite LGBTQ+ celebrity and/or icon, and why?
Lately, it's been Omar Apollo for us.
Can you share one fun fact about yourself?
Sergio and Jesus have been BEST FRIENDS since 6th grade, dating since 2017, and business partners since 2019. So we’re pretty in sync at all times.
