Pride is more than a celebration - it’s a reflection of identity, history, and the power of self-expression.

This year, Vitaly centered its Pride efforts on the people who shape and inspire the brand every day - creatives, collaborators, and community members who use art, music, and design to tell honest, powerful stories of who they are.

Throughout June, we made space for those voices to speak for themselves. The focus was on lived experience, personal process, and the many ways identity takes shape through creative work.

We are proud to feature genre-defying Nigerian artist Lady Donli, who shared a behind-the-scenes look at her music and what Pride means to her.

At our in-store artist showcase, Toronto-based artists Jared Olsever, Kiké, and Brianna Roye displayed work exploring queerness, freedom, and fantasy - turning the space into a celebration of presence over performance.

This was Pride 2025 - real, communal, and unapologetically true.