A Different Approach To LGBTQ+ Clothing

We are a clothing and accessories shop started by queer people who want to be able to wear something we feel good in and still be able to express our identity. It's aimed at LGBTQ+ people who don't always want to shout their sexuality or gender identity. But for whom those things are still important.

How We Started

The brand was founded by Jaime Baker and Suzi Fox because we couldn't find anything to wear out that let us express our identity quietly. Everything was really obvious, basically like wearing a big pride flag. So we decided to set up our own label, with clothing and accessories for LGBTQ+ people who want the power to choose how you express your identity with the clothes you wear.

We hope the things you buy from us brighten your world. Everything we create is designed with love and a big hug. Because we're big on hugs!

We create iconic, fun, inspirational and colourful clothing and accessories for LGBTQ+ people that want to express themselves differently, to allow everyone to be themselves and feel part of their community. 

What We Do 

Community is everything. Chosen family is everything. So being able to show your authentic self helps you to feel part of that community. And being able to do that anywhere is so powerful. Our goal is to create more interesting identity clothing, so you can find something to wear wherever you go. So we start by asking ourselves what we'd feel comfortable wearing to the office, the gym, at home or on a night out. Our philosophy is 'Be Yourself Anywhere', so with our clothes you can identify loudly if you want to, or quietly, or in some cases, just for you. Yep, some of our clothes have the flag only on the inside.

Our Products

We have spent a lot of time researching the right manufacturers that we feel have the highest quality products and the best quality print and embroidery.

Our t-shirts are made of high quality organic, combed and ringspun cotton, which is super soft, so it's lovely against your skin, smoother to allow for a finer print, and made with shoulder taping to add strength and side seams for a better fit that retains it's shape for longer. 

We also have the ability to ship anywhere in the world so wherever you are you'll be able to buy through our site and get your lovely things sent to your door. 

We Believe In

Inclusivity & Empowerment 

We currently include designs for 14 different LGBTQ+ identities. But we want to give everyone the power to express themself fully. So if you'd like us to do a design in an identity we don't yet include please just ask us. 

Supporting Our Community

We always work with LGBTQ+ people if we can, whether that's our models, photographers, or external agencies. We know occasionally this may not be possible, so in these cases we ensure that people we work with are staunch allies.

Honouring Our History

Knowing queer history means understanding how hard people fought for our rights. And knowing that if we get complaicent we'll lose them. So our social pages are full of  historical events and icons who's shoulders we stand on. 

Giving Back

For many LGBTQ+ people the first time we really feel understood is when we meet others like us. It's not until we do that, and form bonds with those amazing people that we understand what community means. And our values are bound up in that sense of being there for each other. For us the LGBTQ+ community is our family and we will do everything we can to support that family.

We have chosen three LGBTQ+ charities, reflecting the global nature of our business, Stonewall Housing in the UK, Twenty 20 in Australia and True Colours United in the US. Each of these charities works to help homeless LGBTQ+ people. And every purchase triggers a donation of one of these charities. 

Find your Identity

The identities we currently include are: LGBTQ+, Lesbian, Gay, Bisexual, Transgender, Non-Binary, Pansexual, Gender Fluid, Genderqueer, Asexual, Aromantic, Agender, Polysexual, Queer and Intersex. We also include some intersectional identities such as Trans/Lesbian, Aro/Ace and Agender/Asexual. As time goes on we will add other identities. If you love a design we've done but we haven't done it for your identity then please let us know on contact@therainbowstores.com and we'll do it for you.

Asexual Tartan T-shirt Dress


You'll find a lot of protest and political t-shirts in our shop. As a minority community our rights are ALWAYS under threat. You only have to look at what's happening with the Trans community everywhere and now with drag being outlawed in many U.S. states. It's truly horrifying. 

With each success the far right and religious extremists want more. So we must never miss an opportunity to protest and defend our rights.