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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