Target is going to be selling breast binders and packing underwear as part of its latest clothing collection coming into “Pride month.” These underwear packs are targeted at the trans community and at a broader marketing push for the retailer.
Target is well known for celebrating pride month and for this collaboration they partnered with Tomboy X and Humankind according to Bustle.
Target confirmed the collection and it was met with different reactions on Twitter.
Holy shit, Target is selling binders. You can buy binders in a fucking store now. That's incredible.
— Mx. Kelsey Danger, Team Rocket (@mx_danger) May 6, 2022
Like, every store does ~*~~*~*pride merch~*~*~*~* but that's actually making a difference for queer youth. I love it. pic.twitter.com/qk6rdG2Owm
Holy shit, Target is selling binders. You can buy binders in a fucking store now. That's incredible.
— Mx. Kelsey Danger, Team Rocket (@mx_danger) May 6, 2022
Like, every store does ~*~~*~*pride merch~*~*~*~* but that's actually making a difference for queer youth. I love it. pic.twitter.com/qk6rdG2Owm
TomboyX is collabing with Target to put out discreet half binders in stores for Pride season. These will be moderate compression without a lot of branding, so it will look like a sports bra to those not used to seeing binders.
— 🏳️🌈Gosh Darnit of the New Jersey Darnits🏳️🌈 (@goshdarn) May 5, 2022
A great option for young people who may be figuring
The reactions on the right were less celebrator than those on the left.
Target Announces New "Chest Binders" And "Packing Underwear" For Transgender Shoppers https://t.co/u4PtrzDQ5T
— Not the Bee (@Not_the_Bee) May 9, 2022
Target’s new products to celebrate Pride month include chest binders and “packing” underwear.
— Megan Basham (@megbasham) May 9, 2022
“The TomboyX collab features undergarments like chest binders, packing underwear, bras, and boyshorts in size S-4X.”
There is no “third way” around this.https://t.co/wCtrVmIECz
“Compression Top” Is target selling chest binders under a euphemism? A major corporation selling products that damage women’s bodies? pic.twitter.com/KzgDmzhLdf
— Admiral Invalidator KPSS मार्क (@Artofhunger75) May 8, 2022
It all just seems like a marketing push for Pride Month to cater to their main market of coastal suburban moms. Everything will be available to purchase online and some products will be in stores. You can buy the pieces on May 25.
Will you be supporting Target during this pride push?