pjur's 2026 Pride Push: More Than Just a Season

Eleanor Vance · 2026-10-14

pjur isn't a brand that shows up to Pride once a year with a rainbow logo and calls it a day. In 2026, they doubled down on their commitment to visibility, diversity, and acceptance—supporting events from Cologne to the Hamptons. And honestly? It's refreshing to see a company walk the walk, not just talk the talk. ### From Fetish Parties to Parades The year kicked off at Cologne Fetish Pride in May, where pjur handed out surprise packages to the winners of Mr Fetish NRW 2026. They also showed up at CSD events in Cologne, Düsseldorf, and Berlin. At CSD Cologne—which drew a whopping 1.5 million visitors—media personality Luca Valentino represented the brand. In Berlin, pjur rolled with its own truck alongside Spartacus Berlin, f2f, and Carnal. Meanwhile, the LOLA LAND ensemble held it down at CSD Düsseldorf. And across the pond, pjur made an appearance at the Pines Party in the Hamptons with an ad in the accompanying magazine. ### Small Events, Big Impact But it's not just the massive parades that matter. pjur also backed smaller community and cultural events: the Olivia Jones Summer Party, the Gay and Lesbian Street Festival Berlin, the Gimme Moritz CSD Party, and Snuskbingo during Gothenburg Pride. They provided sachets at CSD Saarbrücken and supported KOSI.MA in Mannheim and the Schwule Sommercamp of Aidshilfe Baden-Württemberg. From city festivals to club culture to interactive community formats, pjur was there. Then there's Rave The Planet Parade on August 15 in Berlin. pjur teamed up with Minimal Vibes and Naughty Vibes for a joint truck, handing out goodie bags and SachetCards at the pre-party. The parade's motto? "IMAGINE LOVE." It's a nod to Berlin's legendary Loveparade, and pjur helped keep that spirit alive. ### CELEBRATE QUEERNESS: More Than a Campaign In Q4, pjur launched their CELEBRATE QUEERNESS campaign, partnering with various organizations to stand up for visibility, self-determination, and an open approach to sexuality and identity. They even interviewed drag queen and entertainer Margot Schlönzke for the pjur blog. But here's the thing—this isn't just about marketing. As Jennifer Parry, Brand Director at pjur, puts it: > "Pride creates visibility. But diversity, acceptance, and respect must not be limited to one season or individual events. They are part of pjur's brand identity and shape what we stand for as a company. That is why we do not see our commitment to the queer community as a one-off initiative, but as an attitude that we live by in the long term and make visible together with our partners." That quote? It's the real deal. pjur isn't just checking boxes. They're building relationships. ### Why It Matters Respect is at the core of pjur's brand identity. That means recognizing different identities, sexual orientations, and lived realities—and approaching every person with openness and acceptance. For pjur, being a reliable ally to the LGBTQIA+ community means listening, supporting visibility, and continuously advocating for equality and self-determination. It's not about one event or one month. It's about showing up, year after year, in big ways and small. So when you see pjur at your local Pride, know it's not just a photo op. It's a promise. And in 2026, they kept it.