How pjur Turned Pride 2026 Into a Year-Round Commitment

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How pjur Turned Pride 2026 Into a Year-Round Commitment

pjur spent 2026 supporting Pride and queer community events across Europe and the US, from Cologne Fetish Pride to the Hamptons. Here's what that commitment looked like.

In 2026, pjur didn't just show up for Pride season and call it a day. The brand spent the year building on something it's been doing for a long time: showing up for the LGBTQIA+ community, in big parades and small gatherings alike. From fetish events in Cologne to a parade in the Hamptons, here's what that commitment actually looked like. ### Starting Strong at Cologne Fetish Pride The year kicked off from May 21 to 25 at Cologne Fetish Pride. pjur brought product presence and surprise packages for the winners of the Mr Fetish NRW 2026 election. Then came the CSD events in Cologne, Düsseldorf and Berlin. At CSD Cologne, where the parade drew roughly 1.5 million visitors, media personality Luca Valentino represented the brand. In Berlin, pjur rolled through the parade with its own truck alongside Spartacus Berlin, f2f and Carnal. Meanwhile, the LOLA LAND ensemble carried the pjur flag around CSD Düsseldorf. ### Small Events, Real Connection Big parades get the headlines, but the smaller formats are where genuine connection happens. pjur supported the Olivia Jones Summer Party, the Gay and Lesbian Street Festival Berlin, the Gimme Moritz CSD Party and Snuskbingo during Gothenburg Pride. The brand also handed out sachets at CSD Saarbrücken and backed KOSI.MA in Mannheim. The Schwule Sommercamp of Aidshilfe Baden-Württemberg got free sachets too. These ranged from city festivals to club culture to interactive community formats, and each one mattered. On August 15, pjur joined the Rave The Planet Parade in Berlin with Minimal Vibes and Naughty Vibes. Goodie bags on the shared truck and SachetCards at the pre-party kept the brand visible throughout the day. The parade ran under the motto "IMAGINE LOVE," carrying on the spirit of Berlin's legendary Loveparade. ### The CELEBRATE QUEERNESS Campaign Another highlight was the Q4 campaign CELEBRATE QUEERNESS. Working with a range of partners, pjur took a stand for visibility, self-determination and an open approach to sexuality and identity. The campaign included an interview with drag queen and entertainer Margot Schlönzke for the pjur Blog. Here's how Jennifer Parry, Brand Director at pjur, put 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." ### Why It Goes Beyond Marketing Through product activations and joint initiatives, pjur was on the ground, talking directly with the LGBTQIA+ community rather than just talking at it. That's a meaningful difference. Respect sits at the heart of the brand's identity, which means recognizing different identities, sexual orientations and lived realities and meeting every person with openness. For pjur, being a reliable ally means listening, supporting visibility and continuously advocating for equality and self-determination. This isn't a seasonal checkbox. It's an expression of the values the brand stands for, and 2026 made that clearer than ever.

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