American clothing chain Old Navy is selling Gay Pride t-shirts and donating the proceeds to the It Gets Better Campaign.

However, the t-shirts, which are emblazoned with rainbow-coloured messages such as “Love Proudly” are only being sold in 26 out of over a thousand stores nationwide, most of which are in urban areas.

It is unclear whether Old Navy are reluctant to sell the t-shirts in more conservative states, but the company issued a statement on their Facebook page stating that they are neither trying to avoid anti-gay boycotts nor trying to cash in on US regions dense with LGBT populations:

“While we understand your frustration at the limited numbers of stores that will carry this line of shirts, please know that this is a step in the right direction. With enough positive feedback, it’s possible that we will continue this tradition next year and have the product available in even more locations. Feel free to spread the word and have your friends send their positive requests to expand the availability!”

The company also said that, as with all new products, the t-shirts are enjoying a test run in several markets. If they prove as popular as is hoped, their distribution will grow.