In the wake of Target ending its DEI efforts and losing billions (and its CEO) as a result, the looming question of “where do we shop now?” remains. Target was “it” for many people queer and straight alike – it combined convenience with innovation and it was inclusive. It wasn’t shopping; it was an experience, with its checkout pin-pad reading, “Hope you had fun on your Target run” after a transaction.
With Walmart and Dollar Tree left as local options, and Amazon as the Internet behemoth, people may feel like they have no other shopping options. But there is still a chance for us to lift others up by supporting them. Check out the below list for queer small businesses you can feel good about supporting.
It’s true that these aren’t comprehensive alternatives to everything a Walmart or Target may keep in stock. However, many of them are viable substitutions. By shopping small, you can help foster a diverse marketplace and stimulate local economies. When so much benefits the rich straight white 1%, there’s comfort in supporting queer small businesses.
Tomboyx
Founded in 2013 by married couple Fran Dunaway and Naomi Gonzalez, Tomboyx is a brand focused on inclusive loungewear and underwear. With a direct-to-consumer model, Tomboyx prioritizes sustainable, ethical business practices and sourcing. Tomboyx partnered with Target in 2022, but in 2024 Target delisted their designs in their withdrawal of Pride support. Tomboyx described Target as viewing their rainbow design as “offensive and salacious”, urging consumers to shop direct.
The company remains innovative. It offers the silky-feeling, biodegradable Modal fabric as well as Powermesh, a sheer fabric providing airflow and weightlessness.
Tomboyx also displays true diversity. They offer XS – 6X sizing and feature models of various sizes, genders, races, and abilities. While their entire clothing brand is gender neutral, they have a specific gender-affirming line for compression, packing, and tucking – even in swimwear.
Wildfang
Founded in Portland as a small boutique, Wildfang challenges consumers to question gender norms and express themselves. Like Tomboyx, Wildfang’s clothing models are representative of a variety of races, ethnicities, ages, abilities, and sizes. What makes them different from Tomboyx, though, is their impressive line of workwear. They have different collections within their suiting options, including utility pants and skirts, vests, blazers, and coveralls. With the usual limited options in gender neutral workwear, this makes Wildfang a diamond in the rough.
Recently Wildfang partnered with Urban Outfitters, the fast fashion brand that has come under fire several times over the last decade for selling problematic designs. Urban Outfitters is also not rated as being very good for the environment – only 10% of their directly-sourced materials are done so responsibly. Hopefully this partnership boosts awareness of Wildfang so that consumers can then shop direct instead of supporting Urban Outfitters.
In better news, Wildfang also partners with queer icons such as Debbie Harry and trans model Vivian Wilson. For her collaboration with the brand, Wilson designed a shirt with the phrase “Existing shouldn’t be revolutionary.” Wildfang donates 100% of the shirt’s profits to The Trevor Project.
Trixie Cosmetics
In 2019, drag queen and TV personality Trixie Mattel launched her makeup brand out of Burbank, California. The collection features cruelty-free products including makeup brushes, eyeshadow palettes, cream blushes, lip stains, and more. The pink packaging has a playful, retro vibe while the formulas are professional.
Because drag queens are notorious for their perfected layers of sculpted makeup, Trixie Cosmetics comes with that built-in sense of trust – she knows what she’s doing. On top of that, she has worked as a makeup artist at Sephora, Ulta, and MAC.
Trixie Cosmetics also has very fair prices, with each individual makeup brush ranging from $7 to $12 USD. It’s a bit more expensive than, for example, a bargain pack of brushes at Ulta. However, compared to brands on Trixie’s celebrity level, she could have gone the “luxury brand” route and charged much more. For comparison, Anastasia Beverly Hills – the makeup brand that partners with RuPaul’s Drag Race, which Trixie appeared on – currently has a blush brush that is $26 while Trixie’s sits at $10. Especially for those interested in gender expression through makeup, this could be a great introduction to trying new things.
Automic Gold
A queer and indigenous-owned jewelry brand, Automic Gold focuses on inclusivity. AL Sandimir, a non-binary refugee who has been working with fine jewelry since 2009, founded Automic Gold in 2017. Based out of NYC, they commit to making size-inclusive jewelry, carrying over 57 size options.
On top of their gender-inclusive products and branding, Automic Gold is sustainable and ethically-sourced, with all their products made in-studio. Good On You, which rates brands based on their sustainability and fair and ethical practices, rates them as “great.” Automic Gold uses recyclable packaging, minimizes waste by repurposing scraps, and by producing locally, they cut out the environmental impact of long-distance shipping costs.
Ash+Chess
Queer and trans couple Ash+Chess started their stationery company in 2017. In 2023, Ash+Chess opened the Everywhere Shop, a brick-and-mortar store in Kingston, New York. Tucked amongst other small businesses, it makes its stance clear with anti-ICE posters on the front door and “Trans People Belong Here” shirts hanging outside. When many won’t “take sides” or be “attuned” to anti-trans legislation, it’s refreshing to see a bold company. It shouldn’t necessarily be bold to just be yourself, but in today’s political climate, it can be.
The Ash+Chess webfront and physical stores are full of color and joy. They sell greeting cards, queer tarot cards, and eye-catching bumper stickers with phrases like “My other they is a them” and “I brake for queer-owned businesses.” Like Tomboyx, Ash+Chess also had their queer art designs delisted by Target after their 2023 partnership.
Ash+Chess, while no longer sold at Target, is seemingly not giving up. Their website features their whole line of “Banned From T*rget” merchandise.
The Gay Ole Plant Shop
Run by a queer poly triad, The Gay Ole Plant Shop consists of Steven, Alec, and Tyler. Based out of Atlanta, they grew to love plants during the pandemic. They sell planters, tools, merch, and of course, plants of all kinds, including the pet-friendly variety. They also sell soil and care kits, including a very on-brand spray bottle that reads, “Squirt Me, Daddy.”
The Gay Ole Plant Shop hosts events such as the “Queer & Ally Book Club discussions”, “Build Your Own Terrarium”, and “Back to School Plant Bingo”. This business is dedicated to fostering community and being somewhere that many different kinds of people feel welcome. They also ship plants, so even if you’re not local, you can enjoy the Gay Ole Plant Shop.
Virgins On Fire
Jesse Regis also started his business, Virgins On Fire, in 2020. Handmade in Brooklyn, Jesse’s candles feature catchy names like “This Candle Was Handmade by a Gay Man” and “Just a Really Intense Lesbian Energy.” The scents sound lovely and unique, including smoked oud, cardamom and cream, and leather and rose.
There are several candle companies with witty titles out there, but Virgins On Fire stands out. Firstly, the business is unapologetically queer. Also, the safety matches (with their own delightful names) and burlap gift bags offer a personal, luxurious touch. The store is well-rounded with fun stickers, greeting cards, and the owner’s picture book, “F*ck It, I’m Buying A Cabin.” Virgins On Fire brings the joyful vibes of a delicious-smelling candle shop to an odorless website, which doesn’t seem easy to do.
Everywhere is Queer app
While some of these companies’ items can be found in-person, some are simply more accessible online. If none of these companies have products near you, or if you’re looking to browse a bit more, there are other options. Check out the Everywhere is Queer app, a public resource where you can input your zip code and find nearby queer-friendly businesses and organizations. Having started with just five businesses listed and now featuring thousands, Everywhere is Queer fosters community by allowing people to connect with like-minded, supportive people they may never have discovered otherwise.
It can be hard to know where to shop these days, and in some geographic areas, shopping the big box stores can be unavoidable. But if you’re already comfortable with online shopping, consider giving these queer-owned businesses a try. It’s more important than ever to prioritize supporting small businesses over corporate conglomerates. It’s a small step, but voting and speaking with your money has always been an effective way to support others and make an impact, no matter what size.
Check out:
Fashion as a Recession Indicator: Recent Trends and the State of the Economy
Be First to Comment