Goodstuph celebrates the 'gaysian' with new merch for Pink Dot SG 2024

Social media marketing agency Goodstuph a sponsor of Pink Dot; a non-profit LGBTQ+ organisation based in Singapore, has released a new merchandise collection for Pink Dot SG 2024.

This year’s theme, “Legends in Pink", celebrates the “gaysian” and queer roots in Asia through stories of strength, love and fluidity. Marking the company's eighth year as the coral sponsor of Pink Dot SG, this exclusive collection underscores its lasting dedication to equality and acceptance, it said in a statement.

Don't miss: Will we see more LGBTQ+ related marketing in SG as conversations become more mainstream?

"The popular belief that queerness is somehow alien to Asian culture may not be historically accurate," said the team behind the collection. "This year, we’re returning to our roots, and spotlighting how queerness also has origins in the South and East, not just the West."

The campaign will feature three narratives of strength, love, and fluidity. Shikhandi, a transgender warrior, defying gender norms and reshaping the very concept of strength. Emperor Ai and Dong Xian, a homosexual duo, exemplifying that love knows no bounds, even within the noble courts. Sida-sida and Bissu, the androgynous custodians, demonstrating that gender imposes not constraints, but limitless possibilities.

The collection includes two exclusive items, each adorned with the emblematic characters at the centre of these queer legends. These are a unique T-shirt capturing the traditional essence of queerness in every thread, and a contemporary take on the Sarong offering multiple ways to rock queer style.

All profits will be donated to Pink Dot SG, supporting the ongoing fight for LGBTQ+ equality and acceptance.

"As we celebrate Pink Dot SG 2024 with our 'Legends in Pink' collection, we are not just commemorating history, we are reclaiming it," said Pat Law, founder of GOODSTUPH and member of McKinsey’s The Alliance network. "Queerness isn't a Western import but a fundamental part of our Asian heritage. Through this initiative, we honor those who have paved the way and continue to inspire the narrative of strength, love, and fluidity in our community. It’s about weaving the rich tapestry of our past into the vibrant fabric of our present and future."

Last year, Goodstuph released a similar collection for Pink Dot 2023. Themed “In the Name of Love, We Pray”, the exclusive collection embodies love’s power to unite, heal and inspire change, according to a statement by the brand at the time. 

Related articles:
Does discrimination still exist post-repeal? Pink Dot interviews strangers to find out
Ed Sheeran's concert in MY draws scrutiny over LGBTQ+ concerns
Skittles' brand sentiments plummet after LGBTQ+ packaging backlash: Why consumers took so long to notice