Gay Pride Apparel becomes WEER, a queer cultural brand built for every season

Gay Pride Apparel (GPA), the queer- and minority-owned apparel brand and media company based in New York City, is becoming WEER. The rebrand marks a new chapter for a brand that has grown well beyond its name, expanding into year-round advocacy, editorial media, and community-rooted storytelling since its founding in 2019.

The new name reflects how far the brand has traveled from where it started. What began as a seasonal apparel label has become a year-round cultural platform, and "Gay Pride Apparel" no longer captured the full scope of the work. WEER, pronounced like "we're," is a declaration of presence: a statement of who the community is, all year, not just in June.

"Gay Pride Apparel was the right name for where we started. But we've become something bigger than a Pride-season label, and we needed a name that says we're here, all of us, all the time. That's what WEER means."
Jesus Gutierrez, co-founder, WEER

The new name signals a brand identity that is cultural and editorial first, and seasonal by choice rather than by default. WEER will serve as the parent brand for all existing properties, including The Queer Generation (TQG), the brand's LGBTQ+ editorial platform covering news, culture, and opinion.

The transition to WEER will happen gradually and intentionally. Rather than an overnight shift, the brand will introduce the new name and identity alongside Gay Pride Apparel over the coming months, giving its community time to grow familiar with the change. The people, the products, the giveback commitments, and the values that built GPA aren't going anywhere. WEER is an evolution, not a departure.

"Our community found us as Gay Pride Apparel, and that matters to us. We're not flipping a switch. We're walking into this together, the same way we've done everything else."
Sergio Aragon, co-founder, WEER

WEER launches with a new visual identity anchored in electric blue, a sharp departure from conventional Pride-season palette conventions. As the transition unfolds, the brand's apparel, accessories, and editorial properties will move to reflect the new name and look. Customers and community members will continue to find the same product quality and editorial voice throughout.

WEER's new home is thisisweer.com, with the brand's existing site remaining active during the transition. Follow along on Instagram at @thisisweer and join the community at @weer_fam for news, drops, and stories from The Queer Generation.