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The Fight to Control Big Gay Ice Cream, Which Made the Rainbow Its Brand
It was all rainbows and unicorns for a while. But like many fun ideas, Big Gay Ice Cream has wound up in debt and in court. After a rollicking rise that leveraged queer identity as a brand strategy, opened seven shops in the Northeast and landed its products in supermarkets nationwide, the New York City-based soft-serve chain is down to just one location.