Wear it Purple

What Wear it Purple does

Wear It Purple Incorporated is an Australian youth-led not-for-profit charitable organization founded in 2010 by Katherine Hudson and Scott Williams in response to bullying, discrimination and suicide among LGBTQIA+SB young people. Headquartered in Potts Point, New South Wales, the organization operates as a national movement supporting LGBTQIA+SB (Lesbian, Gay, Bisexual, Transgender, Intersex, Queer, Asexual, Sistergirl and Brotherboy) young people aged 26 and under, alongside the schools, workplaces, families and community groups that surround them.

The organization's core offerings center on an annual Wear It Purple Day held on the last Friday in August (28 August 2026), supported by a free downloadable resource library (posters, social media graphics, workplace toolkits, parent guides, GSA materials), an e-commerce merchandise shop (wristbands, apparel, accessories, themed packs priced $2-$70 AUD), a Youth Action Council that shapes organizational direction, a speaker request service, and the Queer Futures Fund grant program administered in partnership with Rainbow Giving (over $180,000 disbursed to date). Distribution is handled through the organization's own storefront plus channel partners Avenue Co and Beehive Industries. The technology footprint is conventional nonprofit infrastructure — Squarespace website, Raisely donations, GoFundraise processing, Google Analytics — with no proprietary AI/ML components.

Revenue is generated through merchandise sales, tax-deductible donations (enabled by DGR status), corporate sponsorships tied to speaker requests and Gala events, and grant administration. The 2026 theme is 'Colours of Courage' and the organization is marking 15 years of operation in 2025. Shipping and operational scope are currently confined to Australia.

Name

Wear it Purple

Legal name

Wear it Purple Incorporated

Website

https://wearitpurple.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Others

Revenue model

1. Merchandise Sales: Sale of Wear It Purple branded merchandise including wristbands, t-shirts, hoodies, caps, beanies, tote bags, keychains, lanyards, fidget spinners, pronoun badges, and themed packs for schools, communities and businesses.
2. Donations: Tax-deductible donations through electronic transfer (Bendigo Bank) and online via Raisely platform. Wear It Purple has Deductible Gift Recipient (DGR) Status.
3. Corporate Sponsorships and Speaking Fees: Corporate companies requesting speakers are asked to make donations to support the organisation. Gala events offer corporate sponsor tickets.
4. Arts and Culture Grants Administration: Partners with Rainbow Giving to deliver the Queer Futures Fund grant program, providing funding to LGBTQIA+ youth arts and community projects. Has funded over $180k towards arts, culture and community projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Wear It Purple is a youth-led Australian not-for-profit that supports LGBTQIA+SB young people through an annual Wear It Purple Day awareness campaign, a branded merchandise shop, free downloadable resources for schools and workplaces, a Youth Action Council, speaker requests, an annual fundraising Gala, and the Queer Futures Fund grant program administered with Rainbow Giving for LGBTQIA+ youth arts and community projects.

Product overview

Wear It Purple is a youth-led not-for-profit organization that operates primarily as a community platform and merchandise retailer supporting LGBTQIA+SB young people across Australia. The core offerings include Wear It Purple Day (an annual celebration held on the last Friday of August), an online merchandise shop selling branded apparel and accessories, free downloadable resources for schools/workplaces/parents, speaker request services, Youth Action Council (YAC) volunteer program, and the Queer Futures Fund grant program for LGBTQIA+ youth arts projects. The organization also supports GSA Connect for school gender and sexuality alliances.

Differentiator

Problem solved

Functional benefit

Products and services

• Wear It Purple Shop Direct-to-customer online store selling branded wristbands, t-shirts, hoodies, caps, beanies, tote bags, keychains, lanyards, pronoun badges, and themed packs (Schools, Community, Business) for individual supporters, schools, community groups and businesses in Australia.
• Wear It Purple Day Event Registration Event registration service enabling schools, workplaces, and community groups across Australia to sign up for the annual Wear It Purple Day (last Friday of August) and access celebration resources, artwork, and guidance.
• Speaker Request Service Service that connects schools, corporate companies, and community groups with Wear It Purple speakers, ambassadors and representatives to support events and workplace conversations; corporate requests are asked to make donations to support the organisation.
• Wear It Purple Day Gala Annual ticketed gala celebrating organisational milestones (e.g. 15 years in 2025 at Prince Henry Centre, Little Bay NSW), offering corporate sponsorship tickets and raising funds for LGBTQIA+SB young people.
• Queer Futures Fund Annual grant program delivered in partnership with Rainbow Giving that provides funding to LGBTQIA+ young people to create arts, culture and community projects; over $180,000 funded to date.

Quantifiable outcome

• Thousands of schools, workplaces and organisations participate in Wear It Purple Day annually
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Rainbow GivingcoreStrategic or Co-development PartnerPartnership to deliver the Queer Futures Fund, an annual grant program supporting LGBTQIA+SB young people in creating spaces and projects. Has provided over $180,000 towards arts, culture and community projects.
• GSA ConnectcoreStrategic or Co-development PartnerGSA Connect is a project to support new and established Gender and Sexuality Alliances (GSAs) in schools working towards making schools safer and more inclusive. Wear It Purple links to GSA Connect resources.
• Avenue CominorChannel Partner/ Reseller/ DistributorDistribution partner handling product fulfilment for Business Packs and merchandise orders.
• Beehive IndustriesminorChannel Partner/ Reseller/ DistributorDistribution partner handling Community Pack product distribution.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Twenty10 (including GLCS NSW): Sydney-based LGBTQIA+ youth and homelessness support service providing housing, mental health and community programs. Comparable mission serving LGBTQIA+ young people in Australia, with overlap in youth support and community education.
• Minus18: Australian not-for-profit focused on LGBTQIA+ youth, running events, resources and school programs (including same-sex school formals). Directly comparable mission, beneficiary population, and Australian school/workplace engagement model.
• PFLAG Australia: Australian chapter of PFLAG supporting parents, families and friends of LGBTQIA+ people. Comparable family/ally engagement model, overlapping with Wear It Purple's parents and families segment and school engagement focus.
• GLSEN: US-based education organisation working to create safe and inclusive K-12 schools for LGBTQ+ students. Highly comparable mission on school-based inclusion, GSA support, and educator resources, though operating in the US rather than Australia.
• It Gets Better Project: Global LGBTQ+ youth empowerment charity producing storytelling content, educational resources and global campaigns. Comparable mission uplifting LGBTQIA+ young people with similar storytelling and school/workplace engagement model.
• QLife: Australia-wide LGBTQIA+ peer support and referral service delivered via phone and webchat. Comparable advocacy and support mission targeting LGBTQIA+ people, with overlapping donor base and partner ecosystem in Australia.

Others

• Rainbow Giving: Australian LGBTQIA+ grantmaking body delivering the Queer Futures Fund in partnership with Wear It Purple. Adjacent ecosystem partner that channels philanthropic capital to the same beneficiary population.
• headspace: Australian youth mental health foundation operating centres and digital services for 12-25 year olds. Comparable youth-focused mission and Australian donor ecosystem, but focuses on mental health broadly rather than LGBTQIA+ identity specifically.

Broad incumbents

• The Trevor Project: Large US-based LGBTQ+ youth organisation providing crisis intervention, peer support and research. Comparable mission for LGBTQIA+ young people with overlapping programs (school resources, research, advocacy) but operates at much larger scale in the US.
• ACON: Major NSW-based LGBTQ+ health organisation offering HIV prevention, mental health, inclusion training and advocacy. Overlaps with Wear It Purple on LGBTQIA+ inclusion work and policy advocacy, but operates at a much larger scale and broader health mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wearitpurple
• LinkedInlinkedin.com/company/wearitpurple

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wear it Purple