Kohl’s feeling the heat for offering LGBTQ+ clothing for babies: ‘Another company needing Bud-Lighting’

Outraged calls for a new “Bud-Lighting” spread Sunday as another department store decided to offer itself up on the rainbow altar with a “pride” collection for toddlers, “In case you need clothes for your Gay or Trans 3 month old.”

The plummeting sales for Anheuser-Busch and the roughly $10 billion hit to Target’s market cap in over a week weren’t enough to dissuade Kohl’s from fulfilling its environmental, social and governance (ESG) score goals.

Sunday, images of displays near the back of the department store began going viral as brightly colored merchandise adorned with “Love is Love” slogans along with trans and pride flags were shown to include clothes specifically for children.

A prominent inclusion on the racks was a onesie with a parade of diverse people, and even a dog with a trans flag in its mouth that left the End Wokeness Twitter account decrying, “Kohl’s is pushing LGBTQ Pride for literal babies.”

Another account slammed, “In case you need clothes for your Gay or Trans 3 month old, Kohl’s has you covered.”

According to their own website, Kohl’s encouraged shoppers to “Celebrate the joy that comes from living authentically and unapologetically during Pride month and all year long with this Baby Sonoma Community® Pride Bodysuit Set.”

That particular collection was highlighted in the company’s 2022 ESG report which explained a goal to triple spending with diverse suppliers by 2025. Kohl’s reported committing $8 million of charitable donations toward the lumped together groups of “Asian American, Native Hawaiian and Pacific Islander (AANHPI), Black, Indigenous and People of Color (BIPOC), LGBTQIA+, people with disabilities, veterans and active military members, and women.”

Included on the list of donees was the nonprofit group The Trevor Project, an organization focused on suicide prevention among those experiencing gender dysphoria. A placard on one display detailed the $100,000 Kohl’s had provided along with another that touted a partnership with The Phluid Project.

As previously reported, The Phluid Project teamed with companies like Macy’s, American Express, HBO and Nike to support alphabet activism with their gender-free clothing and non-profit goal of “embarking on a mission to improve humanity through not only fashion, but also community outreach, activism, and education.”

Kohl’s recently reported a seven percent spike in shares accompanying an unexpected first-quarter profit amid a full-year outlook anticipating a sales decline between two and four percent. Reactions on social media suggested some shoppers set their sights on a far more dramatic drop for the retailer as calls rang out, “Another Company needing Bud-lighting!”

“Bye Kohl’s,” said one as another called out, “@Kohls U asking for it.”

Still, considering their outlook for the year, some on social media suggested that the move may have been intentional to point the blame for any potential shortcomings in sales moving forward, “They might be doing this on purpose to accelerate the unavoidable going out of business.”


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