Clothing line George at Asda has partnered with an anti-bullying charity for LGBTI kids this Pride month.

Asda has launched three Pride-themed rainbow t-shirts bearing inclusive slogans. The tops will be available to buy online and in selected stores from 14 June.

The range includes a unisex top for kids, between 1-14 years old, and two adult T-shirts fitted for sizes S-4XL. Prices start from £3 ($3.80) for kids and from £6 ($7.64) for adults.

A minimum of 20% will go towards Diversity Role Models, a charity working to prevent bullying related to gender and sexuality. Asda will donate a guaranteed minimum amount of £4,500 ($5.733) to the charity.

‘Asda and our Pride network are really passionate about creating an inclusive environment for our colleagues, customers and communities – our partnership with DRM strongly aligns with our commitment to inclusion with the work that they do within schools to embed inclusion and empathy in the next generation,’ said Katie Wynn, diversity and inclusion manager at Asda.

‘Our partnership with DRM provides an opportunity for our colleagues to volunteer to be part of their network, ambassadors and advocates of LGBTI rights.’

The money donated will go towards DRM’s classroom-based workshops.

These involve hosting student workshops featuring LGBTI or ally role models who speak openly about their lived experiences. The aim is to build young people’s empathy so they can understand the impact of their language and actions.

DRM also train school governors, staff and parents and/or carers.

‘We’re proud to partner with George at Asda as they share our passion for diversity and wholeheartedly support our mission to prevent bullying before it happens by educating young people about difference, challenging stereotypes and addressing the misuse of language,’ said Adam McCann, chief executive officer at DRM.

‘This year we reached our 100,000th pupil with our classroom-based student workshops and each T-shirt sale will help us continue to reach more schools.’


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