Pride 2022 Collection | Dad Grass
As a Marketing Manager at Dad Grass, I got the chance to work alongside our internal creatives, artists, illustrators, photographers, craftspeople and charities to bring to live our Pride 2022 Campaign and mini capsule collection.
Our 'Daddy Chill' Pride 2022 Collection is all about coloring outside of the family lines.
For us, family is more than “Moms” and “Dads.” Because being a parent goes a whole lot deeper than DNA. It doesn’t matter where we got our head, shoulders, knees and toes from. Our family is who sees us. Who shows up. Who sparks our fire.
We know that the sun doesn’t shine this bright for everyone. That’s why we’re donating 100% of the sales proceeds from this collection to Equality California. They bring voices of LGBTQ+ people and allies to institutions of power in California and across the United States. Striving to create a world that is healthy, just and fully equal for all LGBTQ+ people. Because that’s what families do.
Work: Brand Strategy, Go-To-Market Strategy, Project Management & Copywriting
Blog I | Introducing The Dad Grass Pride 2022 Collection
Blog II | Our Pride 2022 Family
Blog III | An Interview With Humberto Cruz
Blog IV | An Interview With Fran Gomez de Villaboa
Blog I | Introducing The Dad Grass Pride 2022 Collection
What does it mean to be a Dad, anyway? Or a Mom for that matter? Is it about passing genes? Or passing knowledge? Is it loving people in your house or extending your arms to anyone who needs a squeeze?
For us, family is more than “Moms” and “Dads.” Because being a parent goes a whole lot deeper than DNA. It doesn’t matter where we got our head, shoulders, knees and toes from. Our family is who sees us. Who shows up. Who sparks our fire.
We’re proud of our families. The ones we were born with and the ones we’ve chosen. So to celebrate our “family pride” this year, we collaborated with California-based artist Humberto Cruz (AKA I Scream Colour) on a Pride 2022 Collection that colors outside the family lines. This year’s Pride Pack, along with the limited edition Pride T-Shirt, 'Daddy Chill' Bucket Hat and 'Daddy Chill' Dad Hat illustrate an unconventional family photo. A glorious snapshot of loud and proud creatures in every size, shape and hue. There’s leather bunnies, teddy bears, aliens, mermaids, smokin’ suns, groovy ‘nanners and even some technicolor flora and psychedelic fauna.
We know that the sun doesn’t shine this bright for everyone. That’s why we’re donating 100% of the sales proceeds from this collection to Equality California. They bring voices of LGBTQ+ people and allies to institutions of power in California and across the United States. Striving to create a world that is healthy, just and fully equal for all LGBTQ+ people. Because that’s what families do.
Full article here.
Blog II | Our Pride 2022 Family
The family that slays together stays together. For us, family goes a whole lot deeper that “moms” and “dads.” Because being a family means more than who who share DNA with. To us, family is the group of loved ones who sees us and shows up when the going gets tough.
To celebrate our “family pride” this year, we collaborated with queer creatives Humberto Cruz, Fran Gomez de Villaboa and CAMP, a multidisciplinary production company representing the underrepresented, on a Pride 2022 Collection that colors outside the family lines and celebrates families of all shape and size. Fran captured a trio of families that proudly color outside of the lines, Humberto added even more technicolor love with custom illustrations and CAMP created a series of vibey videos to really capture the moment. We feel honored to have had the privilege of partnering with these beautiful families, and even more honored that we get to introduce them to you.
Kiki House of Versace
The Kiki House of Versace was founded in August 2018 in Philadelphia by Iconic Founding Father Mike Versace. Lara Versace, who started her ballroom career as the first Belgian Butch Queen Voguing Fem in 2016, joined the house in NYC in January 2019 and brought the house to Europe. She debuted as European Mother at the Naomi Campbell Kiki Function on 1 September 2019 in London. The journey of the house in Europe began with a few members in Paris. When Lara moved from Belgium to London at the end of 2019, she founded the UK chapter which now counts 11 members. Currently, the House of Versace has 33 members in over 6 European countries and is still growing. The house prides itself on putting family first, and ballroom second.
Serge & Jose
There is no fate or destiny. We are not born with a pre-written story. But sometimes two people meet at the right time and in the right place and it just happens. And it happened to us. We met in London, fell in love, moved in together after just four months and never looked back. 13 years later we have travelled the world together, we live together, we work together, we socialise together, and we still don't want to kill each other ... most of the time :) We have fun together, real fun. We help each other live and know when to give each other space. We care for each other, and sometimes we shout at each other. But we can count on each other and are there when it matters most. We will grow old together. We are happy together. We are family.
Antonio, Todd & Riccardo
Antonio, Todd and I have been a family for 4 years; 2018 was when Todd entered our life. Antonio and I have been together for the past 9 years. Todd is Antonio’s other partner, meaning that Todd and I are not romantically involved. Our trio is the main nucleus of our family, but we all are free to date people outside if we want to. We all live in the same house, in London, with our two cats and a pet snake. It took some time to find the perfect set up for our family, but what we have feels safe, comfortable, and full of love no matter how much we can also annoy each other.
Full article here.
Blog III | An Interview With Humberto Cruz
Where would we be without illustrated leather bunnies?
To celebrate our “family pride” this year, we collaborated with California-based artist Humberto Cruz (AKA I Scream Colour) on a Pride 2022 Collection that colors outside the family lines. This year’s Pride Pack, along with the limited edition Pride T-Shirt, 'Daddy Chill' Bucket Hat and 'Daddy Chill' Dad Hat illustrate an unconventional family photo. If you've been absolutely delighted by our collection of loud and proud creatures in every size, shape and hue, you know who to thank.
Humberto Cruz is an illustrator and graphic designer based in San Diego, CA. Influenced by pop culture, fashion and color, he describes his work as spontaneous, quirky, fun and enthusiastic. He primarily works with pastels, markers and spray paint and focuses on digital media from initial concept development, to art creation.
Humberto Cruz incorporates his love for 80s culture and 90s cartoons into his work. Despite his colorful doodles depicting a dream-like state, the illustrator is still very down to earth. When he’s not making art or enjoying a gorgeous sunset, his focus shifts to issues surrounding the environment and mental health.
What is the meaning of family to you?
Family means having someone who loves you unconditionally for who you are. In the best and worst of times, family is loving and supportive of one another. Always.
How has the idea of “family” shifted through the years?
The concept of what it means to be a family has changed in many ways through my life. I remember in the 90’s and early 2000’s, a traditional family consisted of a mother and a father and their kids. There was no representation for the LGBTQ community in the media like there is today. Gay marriage is possible now and I feel like there’s more hope to raise a family in non-traditional ways than there was before. There’s still a lot of work to do. And I continue to hope that things will get better, so the idea of family keeps growing and growing.
Do you think Queerness and Cannabis have a connection?
Definitely, yes. I think cannabis is a beautiful thing because it can bring out a person's true colors. I've seen it bring out people's queerness in honest and joyful ways, and in a lot of ways it can take the pressure of being someone so you can just be yourself.
Does Queerness influence your art?
All the time and it keeps me inspired. If it wasn’t for it, I think my art would be boring. I like to keep it colorful, joyful and a little bit devilish.
Full article here.
Blog IV | An Interview With Fran Gomez de Villaboa
We had the pleasure of working with Fran Gomez de Villaboa to photograph our Pride 2022 ‘Daddy Chill’ Collection. This year’s Pride Pack, along with the limited edition Pride T-Shirt, 'Daddy Chill' Bucket Hat and 'Daddy Chill' Dad Hat illustrate an unconventional family photo. As a fashion and art-based photographer and activist based in London, he’s obsessed with humanity and its ups and downs - which is why he’s driven to depict people, cultures, and matters in need of representation.
Gomez de Villaboa was born Queer and is the youngest of a big catholic family from Rota, Andalucia (South of Spain). He believes there’s beauty in every single person and his aim is to connect with his subject and help to bring a real and bold portrait of them, enhancing details and poetry that may not be perceived initially. Which is why he was the perfect person to partner with this year.
We feel pretty lucky that we've gotten to know Fran over the last few weeks, and we'd hate for our fam to miss out on the feels.
What is the meaning of family to you?
Family means many things to me. But I would say family is about connection. But also intimacy, commitment, honesty, vulnerability and empathy. As the youngest and only queer child of a big Andalusian catholic family of six, I experienced a less than traditional family dynamic. When I was born, my parents were 44 and 47 and my siblings were 19,17,11,9 and 5 years older than me. Because of that, I didn’t feel connected to them in a lot of ways because of the age gap. Recently, my siblings and I are becoming closer to each other especially since I’ve begun to be 100% myself with them. I feel lucky, because I know that not that many LGBTQ+ people can say that. I think I was able to connect with my blood family along with my chosen family as I grew into myself and as a member of the LGBTQ+ community.
How has the idea of "family" shifted through the years?
At one time, family was only considered your blood family and relatives. And that was really the only choice people used to have, even if they may have been toxic. Now, I think people understand that family is made up of people that relate to you no matter where they're from and are there for you, during your high and lows.
Do you remember the first time you smoked a joint?
I don’t actually! But I do remember the first time I got high. I wasn’t really a smoker and my friends were, so I was jealous. I wanted to try the high without actually smoking a joint. So I bought eights joints worth of hashish (Morocco was a close neighbor, so it was quality stuff) and baked the most delicious cake with grated apple. I went to the beach and cut the cake into 13 pieces for 7 people. We started out being really disciplined and committed to only eating one piece… but that didn’t last long. Needless to say, chaos ensued. We loved it! The memories I do have are great ones, although I’m sure I didn’t think that at the time. A few years later, at 23, I finally caved and started smoking joints.
Do you think Queerness and Cannabis have a connection?
I think everything feels a bit against the rules when you grow up queer, so to me, there’s definitely a connection. A lot of times as a queer person, I feel we grow up while being told that what you are and what you feel is a sin, and that there is something wrong and bad about you. But being brave enough to go against everything you have been taught and be yourself is an amazing and empowering thing. To live and to love someone or something that brings you joy, no matter what people or governments think, is a great thing. That might be being queer, or smoking that sweet sweet grass. There is only one life, so look after yourself and do what you want.
Does Queerness influencer your art?
I wouldn’t say being queer just influences my art. I would say it’s my greatest inspiration. My work is about humanity and the connection I have with it. I am passionate about people and especially if they are part of my community. A community that is peaceful and vibrant. I believe there is something to learn from every single human. Sometimes for the better, sometimes for the worse. Either way, I believe we’re all special and important and I’m excited that my art gets to be a reflection of that.
Full article here.
