Liz Achanta
There’s fashion brands, there’s gay fashion brands, and then there’s AntiRue: fashion for a cause.
Created by Jamie in 2013, Jamie discovered his passion for design and the importance of gender freedom. This pivotal experience, enriched by meeting his future partner Aaron during the parade, inspired the creation of AntiRue—a brand that embodies inclusivity and diversity, reflecting the values that brought them together. Over the course of their relationship, once a year (in June) Jamie would craft a unique piece of jewelry for Aaron symbolizing their love and individuality - a tradition that would inspire AntiRue’s foundations.
This past Pride month, AntiRue joined forces with DotGay to amplify our shared mission of fostering inclusivity and raising awareness about brands that champion LGBTQIA+ rights. The collaboration between AntiRue and DotGay signifies a powerful union, particularly during a month dedicated to celebrating LGBTQIA+ pride and history. By pooling our resources and leveraging our social platforms, both brands aimed to spotlight the importance of LGBTQIA+ safety, acceptance, and empowerment. This partnership underscores the critical role that brands play in advocating for social change and supporting marginalized communities.
Read our interview with AntiRue below, and get your jewelry with a cause at www.antirue.com!
Tell us a little bit about your brand
AntiRue is a burgeoning fashion label established by a collective of LGBTQIA+ designers, aiming to manifest our unwavering support for gender liberation through the creation of distinctive merchandise.
What has your experience of being an out and proud brand been like so far?
Since the establishment of our brand, we have garnered significant recognition and appreciation. Our meticulous design and production process for each product has resonated with an increasing number of individuals, not limited to the LGBTQIA+ community. We are grateful for their support as it serves as a driving force behind our noble vision.
What are some of the challenges you face as an LGBTQIA+ brand?
Being an early brand entails enduring significant challenges. While we persist in crafting exquisite products, we also wholeheartedly support various charitable organizations that collaborate to enhance the living conditions of LGBTQIA+ individuals. Thus, our foremost challenge lies in striking a balance between profitability and social responsibility. Fortunately, our customers recognize and appreciate our endeavors, affirming that we are on the right path – a validation that suffices for us!
What does LGBTQIA+ safety mean to you? And why is it important to your brand?
As the LGBTQIA+ population continues to grow, LGBTQIA+ safety has become a critical social issue that is on par with national security and youth safety. It is imperative that we strive to create a fully supportive and inclusive social environment for LGBTQIA+ individuals in order to ensure the protection of their physical and mental well-being. AntiRue still has a long way to go in raising awareness about this important matter through its unique products.
Tell us about a time when you felt that your work and brand really mattered to the community
We collaborate with numerous LGBTQIA+ Influencers across various social platforms to facilitate the promotion and sale of our products, providing them with a commission based on sales. It came to my attention that a majority of these LGBTQIA+ Influencers generously donate their commissions to LGBTQIA+ nonprofits subsequent to each sale, which has led me to realize that we are not alone in this endeavor, we share a collective goal and vision.
What do you think other brands can and should be doing to support LGBTQIA+ people in 2024?
We have limited advice to offer other brands as we are still in the early stages of our journey. However, we believe that every brand should strive to serve their customers in their respective fields without discrimination towards LGBTQIA+ individuals. It is crucial for brands to support and embrace reasonable propositions put forth by the LGBTQIA+ community, as this represents the greatest form of support for them.
Anything else you would like to add?
The ultimate solution to addressing the safety concerns of LGBTQIA+ individuals, in addition to question 4, lies in eliminating the need for coming out and eradicating the concept of the closet altogether.
Our campaign this year for Pride is GAY POWER. What does the idea of GAY POWER or LGBTQIA+ POWER mean to you?
The advocacy for LGBTQIA+ power constitutes the crux of LGBTQIA+ demands, and I commend your immediate grasp of this pivotal aspect!
Where can people learn more about your brand?
Whether you aspire to actualize your dreams or contribute towards the attainment of fairness and justice for a greater number of individuals, it is imperative that you take decisive action. Only through collective action, rather than mere superficial engagement, can we foster continuous improvement in our world.
AntiRue's journey and partnership with DotGay during this Pride month exemplified the profound impact that brands can have when they stand firmly for inclusivity and equality. By celebrating LGBTQIA+ power and addressing critical social issues, both AntiRue and DotGay are not just advocates for change—they are creating a lasting legacy of support and acceptance. This collaboration is a reminder that through collective action and unwavering commitment, we can create a world where everyone, regardless of their gender identity or sexual orientation, can live with dignity and pride.
Elizabeth Achanta
Some cities and states in the U.S. have earned reputations as being particularly inclusive, welcoming, and affirming. These places not only boast strong legal protections but also provide rich, supportive communities where LGBTQIA+ individuals can thrive without fear of discrimination or marginalization.
Liz Achanta
.gay Domains had a great time again this year at the GLAAD Media Awards and we continue to be so proud to support this vital community organization’s work through DotGay’s built-in 20% giving model.
Liz Achanta
Supporting LGBTQIA+ communities is more than flying a rainbow flag every June—it’s a commitment to fostering equality, acceptance, and respect for all. In a world where the LGBTQIA+ community continues to face systemic discrimination, legislative battles, and social stigma, allyship has never been more important. Showing up in meaningful ways requires more than surface-level support—it calls for action that drives change and uplifts marginalized voices.
Liz Achanta
The internet is long overdue for a glow-up, and DotGay domains is here to make it fabulous. In a digital world often dominated by corporate agendas and cookie-cutter content, the .gay domain carves out a bold and unapologetic space for LGBTQIA+ visibility, inclusion, and solidarity. These domains are more than just web addresses — they’re digital beacons for pride and empowerment; not to mention, they’re often small businesses that feed families and provide community support. As the fight for equality continues, DotGay is leading the charge to make the internet a more vibrant and welcoming place for everyone under the rainbow and our allies.
