LGBT campaign groups All Out and Athlete Ally have joined forces with American Apparel to produce Principle 6, a clothing line which challenges the anti-gay laws of Russia prior to the 2014 Sochi Winter Olympics.
This clothing campaign is a response to legislation, approved by President Vladimir Putin in June this year, that preventions the promotion of “non-traditional relationships” to minors.
The Principle 6 campaign reflects the sixth principle of the Olympic Charter which states that “sport does not discriminate on grounds of race, religion, politics, gender or otherwise” and has the support of athletes due to participate in the Sochi Games such as Canadian alpine skater Mike Janyk and Blake Skjellerup, a New Zealand speed skater.
In a statement, it was highlighted that all sale proceeds from the clothing line, which will be sold internationally from the 1 of January 2014, will cover the costs of the campaign and be part of a donation to Russian LGBT advocacy organisations.
Iris Alonzo, creative director at American Apparel said: “American Apparel has always stood up for the LGBT community. The idea of excluding anyone from the Olympic Games based on their sexual orientation is unthinkable. We are proud to join Athlete Ally and All Out to provide a way for athletes and fans to speak out against unjust discrimination.”
In October, All Out also campaigned against Russian anti-gay laws ahead of the Sochi Games, by organising a demonstration at Coca Cola’s campus in Atlanta with trucks dragging billboards which read: “Coca-Cola, don’t stay bottled up, speak out against Russia’s anti-gay laws”.