Proud in the City: The Story Behind the Design

CARE 2 × LGBT FOUNDATION

From the archive.
Into the streets.

The story behind Proud in the City, designed by Scarlett Novoa, Brand & Storytelling Coordinator at LGBT Foundation.

LGBT Foundation archive leaflets displayed at the 50 Years of Hope & Joy exhibition — Archive material from LGBT Foundation’s 50 Years of Hope & Joy exhibition at Manchester Central Library.

Fifty years of stories. A new way to wear them.

Scarlett joined LGBT Foundation during its 50th anniversary year. Exploring the charity’s archive, she was drawn to its line illustrations, striking slogans and the blue and yellow colour distortion of a slide viewer. Those details became the starting point for the artwork.

“I wanted to make an artwork that not only nodded to the past, but also talked about today’s history.”

— Scarlett Novoa, LGBT Foundation

David, Dita and a decade-old photograph.

Scarlett chose a monochromatic blue palette inspired by one of her favourite archive pieces, then revisited a photograph she had taken in Italy ten years earlier. Michelangelo’s David became part of a new composition, alongside the eyes of drag performer Dita Garbo, LGBT Foundation’s 50th Anniversary ambassador, and the characteristic hat of Dan, the person behind Dita.

Geometric and organic shapes echo the old leaflets that inspired her. The artwork connects that visual history with LGBTQ+ visibility today, and the resistance that continues to make freedom possible.

Scarlett Novoa with archive material at Manchester Central Library — Scarlett with the archive display at Manchester Central Library.

The archive behind the artwork.

These photographs show archive items displayed during 50 Years of Hope & Joy, LGBT Foundation’s exhibition at Manchester Central Library, which ran from June 2025 to February 2026.

Exhibition-only T-shirts displayed alongside LGBT Foundation archive material — Other T-shirt designs made specifically for the exhibition, shown alongside the archive. These are exhibition pieces, rather than products from the Care 2 collection.

A detail with a connection.

On the back of the Proud in the City hoodie, the numbers styled as coordinates are LGBT Foundation’s phone number. A reminder of the people and support behind the collaboration.

Wear something that gives back.

50% of net profits from the Proud in the City hoodie and oversized long sleeve tee will be donated directly to LGBT Foundation. 30% of net profits from the other Soft Is Strong pieces will also support its work with LGBTQ+ communities.

The Proud in the City pieces are unisex. Early-access shopping opens on 24 October 2026; the public launch is 31 October.

Explore Soft Is Strong →

Artwork story and exhibition photographs supplied by Scarlett Novoa at LGBT Foundation.

Care More. Judge Less. Love Loudly.