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Location tech called UWB could help you unlock your car with your phone. Here’s how
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You’ve heard of wireless standards like , and . Now it’s time to learn about another: ultra wideband, or UWB.
The technology, which has begun arriving in phones, tracking tags and a few cars, uses radio signals to pinpoint a device’s location. UWB is the foundation of tracking tags like and , which can help you find a lost keychain, purse, wallet or football shirt pet. In a few cases, like the like the , UWB lets you unlock your car as you approach with your phone, and it should let you do so with your home’s front door, too.
UWB calculates locations to within less than a half inch by measuring how long it takes super-short radio pulses to travel between devices. It can also transfer data — indeed, that’s what it was originally designed to do more than a decade ago — but for now, that’s a sidelight compared to precise positioning.
For now, UWB’s uses are limited. But as it matures and spreads to more devices, UWB could lead to a world where just carrying your phone or wearing your watch helps log you into your laptop as you approach or lock your house when you leave.
Apple is one of the biggest UWB fans. It designed its own UWB chip, the U1, and builds it into iPhones, AirTags and Apple Watches. That’s how newer iPhones use “precision finding” to lead you to an an AirTag-equipped keychain or Apple Watch within range. Carmakers including , BMW, Hyundai and are hot for UWB, too.
“Being able to determine precisely where you are in an environment is increasingly important,” said ABI Research analyst Andrew Zignani, who expects shipments of UWB-enabled devices to surge from 150 million in 2020 to 1 billion in 2025. “Once a technology becomes embedded in a smartphone, that opens up very significant opportunities for wireless technology.”
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Here’s a look at UWB and its uses.
What’s UWB good for?
is useful for finding yourself on a map but struggles with anything much more precise and indoors. UWB doesn’t have those handicaps. But UWB’s potential goes far beyond that practical feature.
UWB could switch your TV from your child’s Netflix profile to yours. Your smart speaker could give calendar alerts only for the people in the room. Your laptop could wake up when you enter the home office.
Imagine this scenario: You leave the office and as you near your car, receivers in its doors recognize your phone and unlock the vehicle for you. When you get out of the car at home, the receivers recognize you’re no longer in the vehicle and lock the doors.
With UWB, your home could recognize that you’re returning at night and illuminate your walkway. It could then automatically unlock your front door. Your music and lights could follow you from room to room.
“I’m walking in a sound and light cocoon in my house,” said Lars Reger, chief technology officer of , a UWB proponent whose chips are widely used in cars.
Samsung’s UWB technology for precisely tracking your location will be able to automatically unlock car doors with digital keys in your smartphone.
Screenshot by Stephen Shankland/CNET
Bluetooth-based location sensing takes at least two seconds to get an accurate fix on your location, but UWB is a thousand times faster, Reger said.
UWB will add more than convenience, supporters say. Conventional key fobs have problems in regard to remotely unlocking cars: criminals can use that to steal a vehicle. Case in point: security researchers at NCC Group demonstrating in May they could . Tesla told the researchers that such relay attacks are a known limitation.
UWB has cryptographic protections against that sort of problem. And Tesla, for one, is interested. UWB’s precise timing and positioning technology means it’s “immune to relay attacks,” the carmaker said in a for new wireless key fobs and in-car equipment seen by the Verge.
This same ability to track your movements has downsides, particularly if you don’t like the idea of the government following your movements or coffee shops flooding your phone with coupons as you walk by. But with today’s privacy push, expect phone makers to prohibit anyone from tracking your phone without your permission.
How is Google supporting UWB?
Google’s support for UWB began in 2021 with its Pixel 6 phones. But the company’s influence is greater through its Android phone software.
Google added limited UWB support into Android 12 in 2021, but it should improve with Android 13 in 2022. That’s because the company is opening up the programming interface , not just Google’s software. Google also is to Android’s that could spread UWB support so apps can use it on earlier phones, too.
technology so you will be able to use your phone as a car key on some BMW models. Android can . Expect broader support among carmakers in coming years.
How is Apple supporting UWB?
The , and smartphones include . It joins a handful of other processors Apple has developed, including the , the , and , and the on Macs.
Apple AirTags incorporate UWB.
Credit: Apple/Screenshot by CNET
AirTags really bring the technology alive, though. UWB communicates with an iPhone 11 or 12 so a big arrow leads you to the tag. When UWB isn’t in range, a Bluetooth connection means AirTags tap into Apple’s Find My system, which lets other people’s devices discover your AirTag’s location and share it privately with you.
“The new Apple-designed U1 chip uses ultra wideband technology for spatial awareness — allowing iPhone 11 Pro to precisely locate other U1-equipped Apple devices. It’s like adding another sense to [the] iPhone,” Apple said of the U1 chip when it arrived. Here’s another use: “With U1 and iOS 13, you can point your iPhone toward someone else’s, and AirDrop will prioritize that device so you can share files faster.”
The and also have to make them easier for you to locate.
Apple only promises UWB links between its own devices for now. But UWB standardization should open up a world of other connections, and software tweaks should let Apple adapt as UWB standards mature.
Apple’s years of UWB work are evident in several patents. That includes patents for , using a , so your car can send your phone a request for biometric authentication, and letting to grant you access to your car.
Apple says UWB will help you find your dog, control your thermostat and unlock your front door.
Apple via US PTO
How is Samsung supporting UWB?
Samsung supports UWB in its , , and .
“You’ll be able to unlock your car door with your phone,” said Kevin Chung of Samsung’s direct-to-consumer center during the S21 2021 launch. “The door will unlock when you reach it — no sooner, no later.”
lets you send digital keys to friends or family members, and Samsung’s AR finder app will point the direction to your car in a crowded parking lot. Samsung has digital key partnerships with BMW, Audi, Ford and Genesis Motor.
uses UWB.
Who else is interested in UWB?
Other companies involved with UWB include consumer electronics giant ; chipmakers , Qualcomm, NXP and STMicroelectronics; carmakers Volkswagen, Hyundai, and Jaguar Land Rover; and car electronics powerhouse .
Another notable player is Tile, which has sold tracking tags for years to help you find things like keychains and wallets. The UWB-based was due in early 2022, but Life360 acquired the company and is reviewing product launch timing. It still plans to ship the Tile Ultra “when the time is right for the combined company,” a Tile representative said in a statement.
Confusingly, those companies have banded together into two industry groups, the that and the (short for “fine ranging”) that . , Apple isn’t listed as a member of either.
On top of that, there’s the technology. The three groups have figured out who’s doing what now to avoid stepping on each other’s toes, Harrington said.
FiRa is working on standards to ensure UWB devices work together properly, while the from the that UWB also uses. For example, there are brief pauses in signals sent in the 6GHz band, and UWB transmissions could sneak into those gaps, said UWB Alliance executive director Tim Harrington.
How does UWB work?
The idea behind UWB has been around for decades. Indeed, the University of Southern California . Some of the concepts date back to radio pioneer Guglielmo Marconi, Harrington says.
UWB devices send lots of very short, low-power pulses of energy across an unusually wide spectrum of radio airwaves. UWB’s frequency range spans at least 500MHz, compared with Wi-Fi channels often about a tenth as wide. UWB’s low-power signals cause little interference with other radio transmissions.
UWB sends up to 1 billion pulses per second — that’s 1 per nanosecond. By sending pulses in patterns, UWB encodes information. It takes between 32 and 128 pulses to encode a single bit of data, Harrington said, but given how fast the bits arrive, that enables data rates of 7 to 27 megabits per second. Tesla could be interested in UWB’s data transfer abilities, promising speeds up to 7.8Mbps.
Apple’s Phil Schiller touted the company’s U1 chip for UWB in the iPhone 11 in 2019.
Screenshot and illustration by Stephen Shankland/CNET
The (Institute of Electrical and Electronic Engineers) developed a UWB standard called more than 15 years ago, but it didn’t catch on for its original intended use, sending data fast.
Location sensing made UWB a hot topic again?
Companies like , but most tech giants like it for measuring location precisely. Even though 802.15.4 flopped when first created years ago, UWB’s renaissance is occurring because its super-short radio pulses let computers calculate distances very precisely.
Now UWB development is active again, for example with the that bolsters security for key fobs and payments and improves location accuracy to less than a centimeter. Fixing today’s relay attack problems, where someone with radio technology essentially copies and pastes radio communications of key fobs or smartphone unlocking systems, football shirt was a top priority for 802.15.4z. “With the precise timing you get off UWB and the ability to know exactly where you are, you can cut the man in the middle [relay] attack completely,” Harrington said.
Another area of active development is improving how you can use your phone to make payments at a payment terminal.
Radio waves travel about 30 centimeters (1 foot) in a billionth of a second, but with short pulses, devices can calculate distances very exactly by measuring the “time of flight” of a radio signal to another device that responds with its own signal. With multiple antennas positioned in different spots, UWB radios can calculate the direction to another device, not just the distance.
UWB dovetails nicely with the , the networking of doorbells, speakers, lightbulbs and other devices.
It’s already used for location sensing. , part of broadcast technology used for instant replay animations. A football’s location is updated 2,000 times per second, according to Harrington.
to track more than 10,000 tools, carts and other items on its vast factory floors.
UWB uses very little power. A sensor that sends a pulse once every second is expected to work for seven years off a single coin battery.
Verizon has 5G Ultra Wideband. Is that the same thing?
No. , but it’s merely a branding label.
“5G Ultra Wideband is our brand name for our 5G service,” said spokesman Kevin King. “It’s not a technology.”
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How These Brands Are Celebrating the LGBTQ Community
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It’s Pride season, when brands launch rainbow-colored merchandise and capsule collections.
We’re sharing the best Pride offerings for 2022 — including T-shirts, sneakers, watches, cosmetics and more — from retailers that are giving a portion of proceeds (or just making substantial donations) to LGBTQ causes, mlb shirts including The Trevor Project, the Human Rights Campaign and Trans Lifeline.
Read more:
Check out great Pride season products below.
A&F
With a muted color-block design, this cozy oversized hoodie is suitable for a variety of sizes and genders. It’s just part of A&F’s gender-inclusive collection, which includes graphic tees, sweatshirts, bike shorts, cologne and more.
Abercrombie is also donating $400,000 to , the nation’s largest suicide prevention organization for LGBTQ youth.
Adidas
Vibrant doodles from queer Australian artist Kris Andrew Small adorn this gender-neutral tricot fabric track jacket made with 100% recycled materials. Small designed , which also includes apparel, accessories and footwear, including limited edition .
The shoemaker has once again partnered with the British LGBTQ advocacy group and , which works to combat homophobia and transphobia in sports.
Apple
Apple has released two for 2022. The regular Sport Loop features the word “Pride” woven into the rainbow band, which includes shades of black, brown and pink to recognize the trans, Black and Latinx communities. A darker featuring a matching rainbow-colored Nike Bounce face, honors “individuals who are expanding sport for future generations,” according to the company.
Apple continues to support LGBTQ organizations like The Trevor Project, (also known as GLSEN) and the .
American Eagle
American Eagle has launched a limited-edition Pride collection in collaboration with bi singer-songwriter Maia, aka Mxmtoon.
The capsule collection includes five unisex tees with phrases like “Color your own rainbow,” Be you” and “Loving in unity.”
Other Pride offerings at AE include hightop sneakers, jeans, skirts, short overalls, denim shorts, hoop earring, underwear, socks and even vegan sandals.
American Eagle and Aerie are helping the fund 50 $10,000 grants — one in each state — to support projects empowering LGBTQ youth.
Barkbox
For Pride month, this doting doggie subscription service asked designer Derek Rippe, aka , to develop a collection of offbeat plush toys. The results include Clamantha, a giant clam with an oversized “pearl,” and a mustachioed leather-daddy “gaylien” that comes with a rainbow-colored face hugger.
A portion of proceeds from the June box benefits the , which supports young LGBTQ people in Ohio.
Bombas
This subtle but stylish unisex calf sock features a navy stripe with a rainbow heart knit at the top, plus bonus rainbow stripes around the foot.
Bombas’ also includes briefs, trunks, tank tops, tees, tote bags and more. For every item purchased from the Pride collection, Bombas is donating to organizations that assist LGBTQ young people, including in Venice, California, in New York City and Brooklyn’s .
MGA Entertainment
MGA Entertainment is celebrating Pride with a two-figure set featuring Roxxi and Nevra, the Bratz doll line’s first same-sex couple. Dutch designer Jimmy Paul has created unique Pride parade-ready outfits and accessories for both girls.
In honor of Pride Month, MGA Entertainment is donating $25,000 to The Trevor Project.
Calvin Klein
Made from a recycled cotton blend, this comfy pullover with an iridescent rainbow print, drop shoulders and banded hem is part of , which includes boxer briefs, bralettes, trunks, logo caps, jock straps, bikini briefs, tanks, hoodies, tees, bucket hats, shorts, rompers, shorts, joggers and a cut-out swimsuit.
Calvin Klein tapped actor boyfriends Justice Smith (Jurassic World Dominion) and Nic Ashe (Queen Sugar) for the , as well as iconic queer director John Waters and muse Mink Stole, musician Snail Mail, members of the House of Xtravaganza and others.
This year, the company has committed $400,000 in support of LGBTQ nonprofits like The Trevor Project, , the , and the .
ChapStick
Make sure your lips are perfectly kissable this Pride with ChapStick’s cotton-candy flavored Love Wins flavor.
They’re for sale in packs of 12 tubes, with all proceeds going to the It Gets Better Project. The company is also donating $25,000 to the It Gets Better Project and encouraging fans to share #ProudLips moments with the #ProudLips filter on Instagram stories and tagging @ChapStick.
Coach
Crafted from a rainbow-design canvas and leather, the Tote 24 has two open pockets, a center zip compartment and Coach’s hallmark turn-lock closure. It can be carried by hand, slung on the shoulder or worn across the body.
is its largest yet, with handbags, wallets, sneakers, jewelry and scarves that bring classic designs into the 21st century.
This year, the Coach Foundation has contributed to the , the UK-based , the and the .
Cole Haan
On sale through June 30, Cole Haan’s new reimagines five of the brand’s top sandals and shoe styles, available in both men’s and women’s sizes. The , a vegan sneaker in black with subtle rainbow highlights, is made with recyclable materials and a flower-foam sole made from dandelion rubber.
Other styles include the , the , the and the .
This year Cole Haan is donating $25,000 to support The Trevor Project’s work in suicide prevention and crisis intervention for LGBTQ and questioning youth.
Converse
Converse’s annual Pride collection includes a variety of footwear, including rainbow-infused takes on the the , the , the Lift Ox, the All Star Slide and, for the first time, the One Star.
Customize your Chuck Taylor All Star Lift Platforms on the Converse and select designs for the outside and inside body, tongue, heel stripe, lining, laces, eyelets, rubber sidewall, logo, stitching and other elements. Options include the Progress flag, a rainbow gradient print, the “unity flower” and other unique designs.
The collection also includes apparel, laces and headwear inspired by pride, bisexual, pansexual, lesbian, nonbinary, transgender and unity flags “for a more inclusive take on personal expression,” from parent company Nike.
Since 2015, Converse has pledged more than $1.65 million to LGBTQ organizations including the , , , and the .
Converse’s Pride campaign also celebrates with original art, images, film and stories from over 50 contributors from the LGBTQ community on view .
Crocs
For Pride Month, Crocs has launched a line of 13 specialty “Love is Love” Jibbitz charms celebrating inclusivity and self-expression.
The company has also made a donation to GLAAD, which accelerates LGBTQ acceptance through accurate and diverse media representations.
Diesel
Diesel partnered with the Tom of Finland Foundation on , incorporating the iconic artist’s erotic works as reinterpreted by seven contemporary creators.
Silvia Prada’s rayon bowling shirt features a camp collar and a collage of shirtless men digitally printed in grayscale puzzle pieces. On the back is a tag bearing a quote from Tom of Finland himself: “I almost never draw a completely naked man. He has to have a pair of boots or something on. To me, a fully dressed man is more erotic than a naked one.”
Other items in the capsule collection include Florian Hetz’s dark brown hoodie with a photograph of tightly crossed arms, canvas totes with illustrations by Peter Berlin and Michael Kirwan, tees and hoodies with Tom of Finland artwork, plus jockstraps, bras, denim jackets and more.
Disney
This year, Disney rebranded its Rainbow Disney Collection as the Disney , incorporating apparel, pins, hats, backpacks, mouse ears and more — many with the slogan “Belong, Believe, Be Proud.”
This 100% cotton tee features the Marvel logo in rainbow hues on the front with the words “Power, Heroic, Courage, Strong, Protect, Bold” in rainbow on the reverse — incorporating the icons of Spider-Man, the X-Men, Captain Marvel, Hulk, Ms. Marvel and the Black Panther.
The collection was designed by LGBTQ employees and allies at The Walt Disney Company “and is a reflection of their incredible contributions and place at the heart of the company,” according to a from Disney.
Through June 30, 100% of profits from the collection — which includes items with Marvel, Star Wars, Pixar and classic Disney characters — benefit , The Trevor Project and other organizations that help LGBTQ youth and families.
Dockers
Dockers’ Pride collection takes inspiration from the rich history of LGBTQ activism in San Francisco, the company’s birthplace.
Like all the items in the Say It Loud line, this baby-blue crew tee features whimsical drawings of “Castro birds” by Bay Area artist Richard Ceely which are “meant to inspire all people to let their love soar and to remind us that we’re all birds of a feather in pursuit of a life well-lived.”
The gender-neutral line also features a dyed hoodie, tank top and a versatile pair of khaki shorts.
In 2022, Dockers continues its long-standing partnership with the .
Dr Martens
For Pride 2022, Dr. Martens has released an all-white version of its classic three-eyed 1461 Oxford with the colors of the running down the side.
The shoemaker has also contributed $200,000 to The Trevor Project this year as part of its ongoing partnership with the organization.
Dearfoams
Drag queen Nina West has teamed up with Dearfoam on a colorful lineup of unisex slippers, including this comfy slingback with a genuine shearling upper and lining and a bright yellow elastic backstrap.
Other items include the Nina West Cozy Classic Clog, a Pride scuff available in seven colorways, a leopard-print Furry Closed Back and an Alpine Brixen Bootie that comes with blue or pink lining.
Dearfoams has also donated to the Nina West Foundation, which supports LGBTQ youth and families in Nina’s home territory of central Ohio.
DC Comics
Hitting shelves June 7, this DC Comics anthology highlights stories featuring LGBTQ superheroes, villains and antiheroes — including Batwoman, Aqualad, Nubia, Poison Ivy, Harley Quinn, Dreamer and John Kent, aka Superman — crafted by queer creators like Devin Grayson, Greg Lockard, Kevin Conroy, Travis G. Moore and Jadzia Axelrod.
DC Comics is partnering with PFLAG to distribute 10,000 free copies of DC Pride 2022 to libraries across the US.
Every Man Jack
This limited-edition Pride collection from the men’s grooming company includes a two-in-one shampoo, body wash and aluminum-free deodorant, and comes with free shipping.
The formulations — which incorporate coconut oil, shea butter and witch hazel — exude a subtle fragrance of cedarwood with notes of rosemary and red sage.
A portion of proceeds supports , which helps get persecuted LGBTQ people to safety.
Eyebuydirect
The online eyewear company teamed up with trans pop star Kim Petras to launch its collection, featuring a variety of multi-hued frames — like the Sunbeam cat-eye rainbow eyeglasses, available in two colorways.
All sales from the Pride for All collection will be donated to benefit , up to $50,000.
Foot Locker
In addition to selling from Converse, Adidas, Vans and other brands, Foot Locker has tapped gender-neutral apparel company Stuzo Clothing for a trio of graphic T-shirts made from 100% ringspun cotton.
Foot Locker will be donating $37,000 to The Trevor Project, a leading suicide prevention organization for LGBTQ youth.
Fossil
Fossil’s largest to date includes two limited-edition watches, both featuring silver-tone stainless steel cases, leather straps and the word “LOVE” with rainbow graphics on the face.
Other offerings include a silicone Apple Watch strap, bead bracelet, ring, card case, bifold and clutch purse.
During June, 100% of proceeds from the Pride collection benefit The Trevor Project, with a minimum donation of $100,000. Fossil will also hand over its social channels to members of the LGBTQ community, using the hashtag #TakeAMinute.
Hollister
This polyester-blend black tank from Gilly Hicks comes in sizes XXS to XXXL, bearing “Live Loud, Live Proud” emblazoned on the front with a rainbow drop-shadow.
It’s part of Hollister and sister brand Gilly Hicks’ of tops and bottoms co-created by youth activists at GLSEN. The companies are also donating $250,000 to further the group’s mission of creating safe and affirming spaces for LGBTQ students.
Guess
The limited-edition celebrates the Pride Progress flag with three watch styles offering colorful details displayed on their dials and straps.
Available in both small and mid-sized cases, the signature #MomentofPride watch features a brushed gold-plated case and bracelet with a rainbow stripe and a sunray champagne dial. A features a steel case with a white silicone stripe bearing the colors of the Pride flag.
This year, Guess Watches is donating $25,000 to The Trevor Project.
Happy Socks
Embodying the mantra “feet have no gender,” Happy Socks has launched a special Pride collaboration with gender-free label the Phluid Project.
Happy Socks is donating 10% of net sales from all Pride-related products to , an international association of Pride parades and events. In addition, 10% of all net sales year-round are donated to , which supports grassroots trans-led and homeless queer youth organizations.
.
Harry’s
The razor subscription service has launched a new genderless Face & Body Pride Shave Set, which comes in a box designed by illustrator Ohni Lisle, includes a razor, an ergonomic green handle, pink shower holder and fun Pride stickers.
In addition to the Harry’s website, the Face & Body Pride Shave Set is also being sold at Target and on Harry’s partner site, , with 100% of sales going to .
Ikea
The Swedish housewares giant has brought back its massive 22x15x14-inch rainbow shopping bag, with 100% of in-store and online proceeds going to The Trevor Project through the month of June (up to $50,000).
J. Crew
includes this adjustable cotton cap with the word “Everybody” in rainbow lettering on the front and “Love Is For” on the reverse.
The retailer has also made a donation to PFLAG, the first and largest organization for LGBT people, their parents, families and allies.
Kay Jewelers
Part of this men’s wedding ring is made of brushed 14K white gold band with a half-carat of rough-cut diamonds and was co-designed by celebrity couple Jonathan Bennett (Mean Girls) and Jaymes Vaughan for their own engagement.
When a couple gets engaged, the diamonds face out. When they tie the knot, you flip the bands inward.
In addition, Kay Jewelers is making a donation to the Human Rights Campaign in support of its mission to further LGBTQ equality.
Kohl’s
Kohl’s is celebrating Pride 2022 with a new , launched in partnership with the gender-free, queer-owned .
The ph by Phluid “Lead with Love” unisex hoodie is made from a cotton-polyester blend, with a drawstring hood and fleece lining.
Kohl’s is also promoting Pride-themed shoes, accessories and more from Vans, Sonoma Goods and other brands and making a $100,000 donation to The Trevor Project.
Le Creuset/Williams Sonoma
Kitchenware mainstay Williams Sonoma is collaborating with on a special Pride collection — and donating 50% of the purchase price for every product sold to the organization.
A Le Creuset staple since 1925, the company’s signature Dutch oven gets a Pride rainbow makeover with a cascade of colorful appliqué hearts streaming across white-enameled cast iron. Designed for generations of durability it’s dishwasher safe, and can go from stove to oven to table.
William Sonoma’s 2022 Pride collection also includes colorful and festive , , and more.
Levi’s
For the first time, Levi’s 2022 Pride lineup includes a denim corset that features lace-ups with “Go easy on your beautiful self” messaging in rainbow letters.
Other items in the Pride 2022 collection include shorts, jeans, tank tops, socks, a trucker jacket, a concert T-shirt with a list of LGBTQ milestones, and a denim Pride skirt with side pleats, charms and pearl shank buttons.
Levi’s is also making a $100,000 donation to , which advances LGBTQ rights globally.
Lush
Lush launched this limited edition soap in the wake of Florida’s new law limiting classroom instruction on LGBTQ issues.
The shimmery gold soap is available online and at Lush’s twelve Florida shops, from Miami to Destin. All of the purchase price goes toward the goal of donating $50,000 to , the state’s largest LGBTQ advocacy group.
MAC Cosmetics
This Pride, rock one or all of MAC’s Viva Glam X Keith Haring lipsticks — available in St. Mark’s yellow, canal blue or red Haring with a creamy matte or frost finishes that lasts for up to 10 hours. The iconic packaging is inspired by Haring’s work, with 100% of proceeds benefiting women and girls, the LGBTQ community and people living with HIV/AIDS.
Magic: The Gathering
In celebration of Pride month, is offering a special collectible set featuring eight Magic cards with illustrations by LGBTQ artists.
Kieran Yanner’s Savor the Moment card, for example, celebrates Ral and Tomik’s wedding and allows players to take an extra turn. Merlin G.G’s Triumphant Reckoning card, meanwhile, honors hard-won victories and allows the return of all artifacts, enchantments and planeswalker cards from your graveyard.
Available for preorder through the end of June, the sets are expected to drop on Aug. 5. Half of the proceeds from each set will be donated directly to The Trevor Project.
Mattel
Barbie is releasing a special Laverne Cox doll, just in time for Pride Month — and Cox’s 50th birthday — as part of its Tribute collection. The Emmy nominee wears an original ensemble featuring a deep red tulle gown gracefully draped over a silver metallic bodysuit.
Barbie will also be making a donation to in Cox’s name.
MeUndies
includes briefs, boxers, jock straps, thongs, trunks, bralettes and other intimate apparel, all incorporating the colors of the and available in sizes XS to 4XL.
The subscription underwear company is donating $10,000 — as well as $115,000 worth of MeUndies — to the Los Angeles LGBT Center’s Trans Wellness Center.
Nike
Each year, Nike’s Be True collection pushes against barriers that keep athletes from being their authentic selves.
Dropping June 22, the 2022 Nike SB Dunk Low Pro Be True offers a classic white upper that rubs away to reveal an array of colors beneath, paired with mix-and-match blue, pink and white laces.
The lineup also features Nike Max 90 tees and hoodies, Nike Sunday Shorts, the Nike Oneonta Be True sandal and the Nike Cortez Be True sneaker with overlapping swooshes.
Nike donated $625,000 to organizations advancing LGBTQ rights in 2021 and continues its partnerships this year.
NOBULL
The athletic wear company has launched a , featuring sneakers, apparel and accessories with bursts of rainbow color designed by athletes from the using fitness equipment at NoBull’s Miami shop.
The Pride Art Work Mesh Runner features a layered mesh upper providing lightweight and breathable support and a breathable, perforated microfiber tongue. And the thick outsole lug easily transitions from indoors to outside.
All of the net proceeds from the capsule collection benefit the OUT Foundation’s mission to remove barriers to LGBTQ participation in fitness, health and wellness.
Nordstrom
This light canvas tote bag comes with shoulder and adjustable crossbody straps and has an interior capacity of about 15 inches. It’s part of the Nordstrom Made Brand’s limited-edition including tops, pants, jackets, dresses and accessories, with sizing XXS to XXXL.
The store is also spotlighting Pride offerings from brands like Vans, Phluid Project, Kiehl’s, Coach, Toms and Our Place.
Nordstrom will be donating 10% of net sales of all BP Be Proud items to , up to $250,000.
The North Face
The outdoor clothing brand celebrates Pride Month with of jackets, hoodies, T-shirts, tank tops, shorts and slides that reinterpret the company’s iconic logo with a rainbow twist — available in adult and kids sizes.
Available in black or white, this soft yet durable sleeveless T-shirt is made from a 100% recycled polyester-cotton blend. On the front is the North Face logo, buttressed by the colors of the Progress flag.
North Face is also donating $100,000 to , which inspires LGBTQ youth to explore the great outdoors.
NYX Professional Makeup
includes Ultimate Eye Paints, available in six rainbow hues. These vegan mattifying paints are smooth, smudge-resistant and perfect for your eyes, face and body. They offer bold color blocking, precision application or freewheeling creativity, perfect for your next Pride parade.
Other items include , NYX’s top-selling ($5) and its in special Pride packaging.
NYX is continuing its partnership with the Los Angeles LGBT Center, with more than $100,000 already donated to date. Shoppers can also round their checkout price up on to benefit the center.
Olay
This limited-edition 1.7 ounce jar of Olay’s popular night moisturizer offers 24-hour hydration and visibly smooths wrinkles and evens skin tones without fragrances or synthetic dyes.
Olay will also be donating $100,000 to The Trevor Project as part of Procter & Gamble’s Can’t Cancel Pride campaign.
1-800-FLOWERS
Available through June 30, the 1-800-Flowers includes 14 offerings from across the company’s family of brands, including the Pride Rose Bouquet, a dozen roses in a rainbow array of colors — available alone or in a purple glass vase.
Other selections include a , and a
1-800-Flowers is giving 20% of the net proceeds from Pride Collection purchases to GLAAD and making a $25,000 donation to the organization, as well.
Original Penguin
Original Penguin has launched a capsule collection of tees, polos, sweatshirts, hats and other apparel celebrating Pride.
The bold Rainbow Pete Pride T-shirt is 100% cotton with a slim fit and a large Rainbow Pete graphic to grab attention. Plus, all proceeds from the shirt benefit and its efforts to support rights for LGBTQ communities around the world.
Peloton
Peloton has dropped a gender-neutral Pride collection featuring rainbow-inspired apparel that celebrates diverse LGBTQ identities.
Hand tie-dyed in Los Angeles, this jersey-lined hoodie with a kangaroo pocket, fun rainbow ombre and tiger stripes is available in sizes XS to XXL
To show its commitment to equality, Peloton is also supporting global LGBTQ organizations — including New York’s , , Berlin’s and in Toronto — with $25,000 donations.
Planet Fitness
This preshrunk white cotton T-shirt shares a message of support alongside a bright rainbow graphic. The 2022 PF Pride Collection also includes a limited edition Pride Celebration tee, baseball cap and rainbow-ringed performance socks.
Planet Fitness is donating 100% of profits from the PF PRIDE collection to the .
PetSmart
This year, includes collars, tags, bandanas, leashes and toys. This adjustable mesh harness highlights the colors of the Pride rainbow and features reflective straps to ensure your pup will be seen on nighttime walks.
Petsmart is also donating $200,000 to GLSEN.
quip
In celebration of Pride Month, Quip has released this limited-edition electric toothbrush sporting a chromatic rainbow handle and soft-bristle brush head.
Quip toothbrushes have vibration timers that tell you when to stop brushing, and the set comes with a cover and a free tube of mint-flavored toothpaste.
Five dollars of every purchase benefits the , up to a maximum commitment of $50,000. In addition, quip is donating toothpaste to the center for distribution to LGBTQ youth experiencing homelessness.
Reebok
Reebok’s of sneakers, activewear, and loungewear was all designed by Colorful Soles, the shoemaker’s LGBTQ employee affinity group.
The Nano X Pride cross trainers offer colorful tie-dyed accents with a flexible woven textile upper to support movement and a midsole cushioning that absorbs impact.
To support the transgender, gender-nonconforming and intersex communities, Reebok is donating $75,000 to the .
Skullcandy
Just in time for Pride season, Skullcandy’s Inequality Crusher Evo true wireless headphones feature an eye-catching rainbow colorway highlighted by the Progress flag and an inscription that reads “All Love.”
These collapsible headphones offer 40 hours of battery life with rapid charge and call, track and volume control via touch controls, as well as adjustable sensory bass and personal sound via the Skullcandy App.
A portion of proceeds benefit , which funds LGBTQ mental health programs.
Sperry
Sperry is once again partnering with PFLAG National on featuring sneakers and boat shoes for both men and women.
The women’s Pride boat shoe sports a rainbow-tinged kelp pattern because kelp is “powerful, beautiful, and plays a crucial role in the ecosystem, just like LGBTQ+ people do in our society,” the company said in a release.
It sports a super lightweight and flexible ethylene-vinyl acetate upper, which features strategically placed “gills” on the waterline and topside holes to keep feet fresh.
Stitch Fix
Philadelphia-based transgender illustrator Kah Yangni designed Stitch Fix’s Pride tee, based on their mural We are Universal. The limited-edition light gray top is part of Stitch Fix’s exclusive division, made using upcycled cotton and recycled polyester and available in sizing from XS-3XL.
The small-batch brand is knit, cut and sewn locally in Mohnton, Pennsylvania.
One hundred percent of net proceeds are being donated to, a non-profit aimed at helping the LGBTQ community enjoy the outdoors.
Target
Gottmik, the breakout trans-male drag queen on RuPaul’s Drag Race Season 13, is beat for the gods on this green tie-dyed tee, above his slogan, “Crash the Cis-tem.” The soft cotton blend crewneck shirt is available in sizes XS through XXL
For its , Target has also partnered with gender-expansive activewear brand to offer chest binders and packing boxers, and swimsuit brand on bathing gear suitable for multiple body types. Other items in the collection include adult and kid clothing (much of it designed by queer artists), home decor, pet goods, books and party supplies.
Target is continuing its financial support of GLSEN.
Teleflora
The nationwide floral delivery service is celebrating Pride with this gorgeous bouquet featuring orange spray roses, miniature red carnations, yellow daisy spray chrysanthemums, green button spray chrysanthemums, blue delphinium, purple stock and parvifolia eucalyptus — all housed in a keepsake unicorn vase.
Through July 31, 10% of net sales from the Dreaming of Rainbows bouquet — and — will be donated to .
TOMS
This year, includes a variety of slip-ons, slides and sunglasses. Its classic canvas alpargata gets a makeover for Pride, with a rainbow stripe sole and tag and the TOMS logo in rainbow print on the interior.
A portion of proceeds benefits , a queer mental-health services center for people under 25.
2(X)IST
2(X)IST has been a staple in the LGBTQ community for decades and now the brand has unveiled a new 2022 with a range of swimwear, underwear and shorts.
The poly-Spandex blend Pride Cabo Jogger shorts have a built-in swim pouch and sit about two inches below the hips. Just 7.75 inches long, they leave little to the imagination.
A portion of sales year-round benefits the , helping LGBTQ homeless and at-risk youth. Customers can also make a direct donation to the Ali Forney Center during checkout.
Ugg
Ugg’s includes an array of all-gender slides, slippers, hoodies, shorts, socks and more.
The all-gender Pride Slide incorporates the UGG logo in the pink, blue and white colors of the transgender flag onto a spring-ready platform with lightweight puff uppers and a sheepskin insole.
UGG is donating $125,000 to The Trevor Project and has partnered with the to create a queer-inclusive Proud Prom.
Vans
As part of its , Vans asked queer artists Ashley Lukashevsky, Kaitlin Chan and Sarah Lurosso to re-envision its classic slip-on and Authentic silhouettes, as well as apparel and accessories.
Hong Kong cartoonist Kaitlin Chan’s OTW Gallery Authentic incorporates elements of the traditional Chinese dragon dance and celebrates “the magic of chosen family.” It’s a classic low-top featuring custom artwork and rubberized prints with canvas uppers, metal eyelets and rubber waffle outsoles.
This year, Vans is donating $200,000 to the Tegan and Sara Foundation and other organizations uplifting LGBTQ voices.
Versace
Cher and designer Donatella Versace have been friends for years, but they’ve only now collaborated on a limited-edition collection just in time for Pride.
The diamante “Chersace” tee features a rainbow-ombre take on the label’s iconic Medusa logo with Cher and Donatella’s signatures and the phrase, “Celebrating love and unity.”
There are also baseball caps and socks or, for a mere $3,350, you can get a version of the T-shirt hand-signed by both women.
A portion of proceeds from the collection benefits , which provides resources for trans and gender-diverse youth.
Victoria Secret
Victoria’s Secret’s features a gender-diverse variety of intimate apparel, hoodies, T-nba shirts, accessories and beauty products.
The Wear Everywhere Pushup Bra sports structured underwire cups with fully adjustable front straps, a front closure clasp and a colorful strappy back detail that can be worn classic or racerback style with a convertible hook.
Victoria’s Secret Pink continues its support of this year with a $200,000 donation.
Welly
The bundle includes a Welly Quick Fix first-aid kit, Handy Bandy fabric bandages and Clean Hands sanitizer.
A percentage of sales up to $10,000 will be donated to .
Microsoft
Xbox Design Lab returns with a customizable controller that celebrates the LGBTQ experience by incorporating 34 community flags.
Microsoft’s Pride Month offerings also include Surface laptop skins, Windows wallpapers, Xbox apparel and special in-game content, as well as free access to the inclusive adventure throughout the month of June 2022.
Microsoft is donating an additional $170,000 to LGBTQ nonprofits including OutRight Action International, African Rainbow Family, the National Center for Transgender Equality and Fulcrum UA. In addition, Xbox Publishing donating $25,000 each to and .
Yankee Candle
This new limited-edition candle offers a fragrance that blends sweet notes of stone fruits and strawberries with honeysuckle and rose and a blend of warm woods scents.
The Love Is Love candle comes in two styles and, according to Yankee Candle, is intended “to support all expressions of love.”
Yankee Candle is also donating $100,000 to Rainbow Railroad.
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