Joe Fresh launches Everybody Bloom Pride collection

Meet Ian Metcalfe, Director of Visual Merchandising and Licensed Product at Joe Fresh. Ian is a multi-talented individual who spends his free time drawing, travelling, visiting museums, and enjoying the company of his beloved cat, Bernie. Ian's latest endeavour, The Everybody Bloom Pride Collection, carries a deeper meaning. As an openly queer colleague, Ian was thrilled to create a design that celebrates the joy, beauty, and diversity of the 2SLGBTQIA+ community. 

Ian embarked on this project by immersing himself in the essence of Pride. “When I started the project, I did a deep dive on the meaning of Pride and looking at queer history,” Ian shares. Drawing inspiration from the grassroots aesthetic of gay Pride protest signs from the 70s and 80s, Ian crafted the tagline "Everybody Bloom." He explains, “Initially I thought of ‘Choose to Bloom’ and did a mockup, but it occurred to me that so often there is no choice for queer people. So, it became ‘Everybody Bloom’ as a call to action that one day all queer people can live as their authentic selves.”  

The floral motifs in the collection are particularly significant. “I found an interesting article titled ‘Flowers that Defined the LGBTQ+ Movement in History’ and discovered that florals have been used as symbols of queerness for centuries,” Ian notes. Each flower in Ian's illustrations holds its own significance, representing inclusivity and individuality within this vibrant community. 

Marsha P. Johnson, an iconic figure known for her advocacy during the Stonewall uprising, also inspired Ian. Marsha’s drag performances, often adorned with flowers in her hair, symbolized self-expression and empowerment. “For this collection, I was particularly inspired by Marsha P. Johnson—an outspoken gay liberation activist. Wearing flowers in her hair was a signature style for her,” Ian explains. 

Ian’s journey to designing this collection wasn’t without its challenges. He initially questioned whether he was the right person for this project. “I wondered if someone more recognizable might be better suited for this project, given the importance of the cause. But I realized that what people truly crave is connection. Amplifying my voice as an openly queer, longstanding Joe Fresh colleague, shows our customers that someone has been offering an authentic 2SLGBTQ+ perspective at Joe Fresh for the past 16 years,” he reflects. 

The Everybody Bloom Pride Collection also reflects Ian’s vision of gender inclusivity and expansiveness. “Having two adult tee shirt fits (oversized and cropped) was important to me. The initial ask was for one gender-free adult tee, but I wanted the program to be gender inclusive and expansive, as Pride is a time to celebrate gender expression,” Ian explains. 

From now until August 31st, every purchase made from this collection will have a significant impact. For each purchase from this collection, we will be donating up to $25,000 to Pflag Canada—a non-profit organization dedicated to supporting 2SLGBTQ+ communities across Canada. This demonstrates our unwavering commitment to promoting acceptance, respect, and understanding. You can check out the collection on joefresh.com(Open in a new tab) and in select stores across the country.