Скачать или смотреть This gay fashion show used exclusively gay sheep wool

Tristan Pineiro, Grindr’s senior vice president of brand marketing, was immediately interested in partnering with Rainbow Wool, a company that rescues non-procreative, male-oriented (for our purposes: “gay”) sheep. Because they don’t produce new offspring, some farmers consider them an economic drag.

Rainbow Wool was hoping Grindr would sponsor some sheep on the farm or work together on an ad campaign on the app. But Pineiro envisioned something bigger: a fashion show using the wool from gay sheep. The name: “I Wool Survive.”

The gay sheep dovetailed with Pineiro’s global vision for the brand. “The sheep are a kind of metaphor for all of us,” Pineiro said. “Because they’re gay, they get discarded. They get thrown aside because they don’t conform to what they’re supposed to.”

And so Pineiro went “looking for a gay designer to put on a gay show.” Through publicist Kelly Cutrone, he found Michael Schmidt — a designer best known for his work in metal, but also an avid knitter.