A new gay pride ad from outdoor apparel company The North Face featuring a drag queen has outraged some conservative consumers.

“Hi, it’s me, Pattie Gonia, a real-life homosexual,” a mustachioed drag queen clad in rainbow apparel says in the ad for the company’s “Summer of Pride” tour and clothing collection.

“We are here to invite you to come out in nature with us,” the spokesperson, who goes by “they/she/he” pronouns says in the campy commercial. This is the second year the company has used this spokesperson for their “Summer of Pride” tour.


According to Fox News, The ad drew attention this year as more brands face backlash from consumers for partnering with drag queens and transgender spokespersons for campaigns.

Conservatives compared the ad to the Bud Light social media partnership with transgender influencer Dylan Mulvaney. The beer brand continues to get heat from that decision with U.S. retail sales down 23.6% from where they were a year ago.

Several social media commentators were offended by The North Face selling children’s apparel in its new pride collection. The brand’s website appears to have taken down the children’s products. However, rainbow kids apparel from the collection are still being sold by retailer Dick’s Sporting Goods online.

‘Nature lets you be who you are, so, for the second year in a row, The North Face is hosting Summer of Pride together with (they/she) to celebrate you and all the beautiful ways you get outside.’

According to the Daily Mail, The brand ran a similar ad last year where Pattie Gonia said: ‘Nature lets you be who you are… even gay! ‘Ladies and Gentlemens, you are cordially invited to the summer of Pride with my friends at North Face. We’re traveling all the gay across America.

‘Put on your boots and come out… side with us! See you there besties!’ Less explicit than Target’s ‘tuck-friendly swim bottoms’, North Face’s 2023 ‘Outside Together’ collection features rainbow-colored t-shirts and hoodies for teens and adults, and a range of blankets and camping gear.

On Instagram, North Face said it was standing behind the campaign. ‘We recognize the opportunity our brand has to shape the future of the outdoors and we want that future to be a more accepting and loving place.



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