Converse Unite the ‘Found Family’ for Pride 2022 in Interactive Gallery
Converse have been officially celebrating Pride for the past seven years, and 2022’s campaign isn’t simply just a collection of limited edition merch. The brand has gathered the ‘Found Family’, a collective of over 50 creatives from around the world who represent ‘the people met on the journey to Pride who surround us with love, support, and acceptance.’ In material terms, their artistic expressions of the LGBTQIA+ experience are being exhibited in a digital gallery hosted exclusively on the Converse website.
The artworks come in the form of handwritten letters, traditional paintings and skilful photography, among other mediums. They’ve been laid out in an expansive gallery section of the Converse site, featuring multiple interactive elements.
Some of the creatives also comprise part of Converse’s global All Star Community ambassadors, an ongoing program by the brand to foster creativity in communities around the world. The brand’s partnership also makes connections with local organisations: in Australia, Converse have now worked with LGBTQIA+ advocacy group Minus18 for five years.
Secondary to the ‘Found Family’ is a full kit of Converse footwear favourites, including the All Star and the Chuck 70 – and for the first time ever, the One Star. Matching apparel and accessories round out the collection, all of which is available from June 1 at Converse retailers.