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Celebrating PRIDE with Love Not Labels

This summer we’re 100% PROUD to announce our second collaboration with anti-bullying charity Ditch The Label. The exclusive collection is a true celebration of PRIDE with slogan sweats and tees reminding the world that relationships are about ‘Hearts Not Parts’ and ‘Love Not Labels’.

Made for everyone, the new gender-neutral edit features eight empowering styles that stand against discrimination in full rainbow shaded glory. Along with slogans, the glitter dusted ‘&’ is a simple but standout symbol of unity.

In the spirit of togetherness, we’ve asked four incredible friends of RI, each with a unique connection to PRIDE to rock the range in a high-octane shoot and reveal a little more about who they are and how they show pride. UK MC Roxxxan, who (temporarily) left a dream holiday with her girlfriend to take part (respect), talks to us about what it means to be a woman and a tomboy. Dreamboat and trans ambassador Kenny Jones tells us why he loves to show off his battles scars. YouTube sensation and ‘self portrait enthusiast’ Doug Armstrong gives us the lowdown on his life as a ‘globe-trotting internet gay’, spoiler: it’s goals. And, writer of ‘To My Trans Sisters’ Charlie Craggs gives us some (laughs and) tips on cutting the negative out of our lives. Stay tuned throughout PRIDE
for the exclusive interview releases!

You don’t need to wait to wear your heart on your tee! Shop online and in selected stores now (YAAS!) the collection will be available throughout Pride season and £3 from each sale will be donated to Ditch The Label.


“At Ditch The Label, we stand for a world that’s fair, equal and free from all types of bullying. It’s great to be working with River Island in this campaign and stand together to celebrate two issues that mean the world to us: equality and love. The funds raised from this collection will fund our crucial anti-bullying work in the UK and beyond.”

Liam Hackett, Founder & CEO, Ditch The Label

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