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How To Become A...

How To Become A... Ethical Queer Brand Owner

Season 4, Ep. 3
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What does it really mean to be an ethical queer brand owner?


In this episode of How To Become A…, Grace sits down with Adam, founder of Rainbow & Co, to talk about building an LGBTQIA+ apparel and accessories brand that puts community, representation and integrity first.


From studying graphic design and advertising to running a business from his apartment, Adam shares how personal experience, creative instinct and a strong moral compass led him to create queer merch that actually reflects the full community, not just the parts that are most visible.


Adam shares:

  • Why he always wanted to do something creative
  • How studying graphic design, media and advertising shaped his path
  • Why university was harder than expected as an autistic person
  • How early side hustles on Etsy gave him his first taste of selling online
  • What he learned from working for a luxury leather jacket brand
  • Why burnout pushed him to leave full-time employment
  • How an autism diagnosis helped him understand his working style
  • Why he started Rainbow & Co after noticing a gap in Pride merch
  • How he taught himself to build a website, design products and run the business
  • Why trans, lesbian and bi-focused products became so important to customers
  • How he turned a pocket guide into one of the brand’s bestsellers
  • Why subtle queer design can matter just as much as bold statements
  • What “rainbow washing” means and why he refuses to do it
  • How Access to Work and support workers helped him build a sustainable business
  • What it means to grow slowly, ethically and on your own terms
  • He also opens up about:
  • Masking, burnout and late diagnosis
  • Working from home while others do 9–5 jobs
  • Why he wants to hire based on values, not just experience
  • Creating a business culture that reflects the ethics of the brand
  • Why queer-owned businesses matter in Pride season and beyond


If you’re interested in:

  • Queer-owned businesses
  • Ethical branding
  • Pride merch
  • Small business journeys
  • Autistic entrepreneurs
  • Creative careers
  • LGBTQIA+ representation


This episode is for you.


Visit his business here: https://rainbowandco.uk/

🎙 How To Become A... explores real-life journeys behind the careers of everyday people. Each episode dives into the path of someone who's built success outside of the spotlight — no fame, no fortune, just real stories. Discover how they started, the challenges they faced, and what drives them forward. 💼✨

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