Target gay shirt

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This article first appeared in the Bay Area Reporter.

At first, it seemed like a dream reach true. LGBTQ+ designers and artists were recruited by Target to create merchandise for the huge retailer’s Pride collection. Not only would the job bring in revenue, it would create exposure for the creatives and their products.

But last year, caught up in a right-wing backlash, Objective buckled. Shortly after the Pride collection dropped in mid-May – before Pride Month even started in June – anti-LGBTQ+ activists and conservatives waged a campaign against the items and Noun capitulated. It removed Pride displays from the front of many stores and even shifted some items to its website for online purchase only.

That left designers and artists feeling angry and betrayed, two couples, who race two companies, told the Bay Area Reporter in a series of recent Zoom calls. They decided to speak out because Target’s 2024 Pride collection is slated to drop soon. But it will be very alternative from last year. 

“When Target comes knocking on your door, we’ve made it,” Jennifer Serrano, of JZD,

Why are people mad at Target? Retailer's hostile backlash over Pride merch explained

WASHINGTON (AP) — After intense backlash from some shoppers, Target is removing certain items and making other changes to its LGBTQ+ merchandise nationwide ahead of Pride month.

In confirming the changes to this year's Pride collection, which has been on sale since early May, the Minneapolis retailer cited safety concerns for employees that have been targeted by hostile customers.

“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and wellbeing while at work,” Target said Tuesday in a written statement. “Given these volatile circumstances, we are making adjustments to our plans.”

The confrontations in Target stores are taking place as state legislatures reveal a record number of bills targeting LGBTQ+ individuals across the country. Some advocacy groups hold criticized Target's response — calling on the retailer to not back down to hate-filled backlash and reaffirm its support with the LGBTQ+ community.

Here are some things to