Aje and Aje Athletica has launched a gender-neutral charity tee for Sydney World Pride 2023, with all profits going to Equality Australia.
Equality Australia relies on donations towards its aim to end discrimination and harm against LGBTQIA+ people, including counting queer communities in the census, ending conversion practices, and ensuring trans and gender-diverse people can access ID documents that represent them.
“For many people, basic human rights aren’t a given,” Aje cofounder Adrian Norris said. “Edwina and I are unwavering in our support of Equality Australia’s continued work in uplifting Australia’s LGBTIQ+ communities. There is still so much important work to be done.”
The limited edition, gender-neutral tee features the classic Aje logo and the message ‘love wins’.
In its matching campaign, the shirts were photographed by Rob Tennent on various Australians, including actress Mia Healey, creative director Rhys Ripper, and model Riley Minford.
Cofounder Edwina Forest said the classic Aje logo tee is a perennial icon of the brand.
“Through this partnership, we are proud to raise awareness and funds for Equality Australia whilst also celebrating LGBTQIA+ visibility and joy.”
Equality Australia CEO Anna Brown OAM welcomed the partnership with Aje.
“This partnership will enable us to further support the voices and influence of our communities to address the discrimination and harm they still experience today,” Brown said.
Following the launch of the tee, Aje Athletica will be taking over Australian pilates studio VIVE Active on February 17, encouraging all class attendees to make donations directly to Equality Australia.
Aje and AA’s pride tee will retail for $155, available at selected owned boutiques and online at www.ajeworld.com.au from today.
Aje’s collective retail network incorporates 22 Aje stores and 16 Aje Athletica stores across Australia and New Zealand. It also operates three e-commerce websites dedicated to Australia, New Zealand, and the rest of the world, servicing 221 countries abroad across more than 30 international retailers.