SOAP
Photo Credit: SOAP
SOAP
SOAP is a Canadian queer-owned apparel brand that celebrates queer history, pride, and politics with a playful, irreverent twist. Taking its name from Operation Soap — the code name for the 1981 Toronto bathhouse raids — SOAP reclaims and reimagines Canadian queer culture through bold, kitschy designs. The brand’s mission is to “gayify” Canada, embracing queer histories and identities with loud, unapologetic style. Committed to sustainability and ethical practices, SOAP uses premium base garments from eco-friendly, WRAP-certified partners, ensuring each piece reflects their values of fairness, green energy, and community care.
Founded by Jonny (he/him) and Sandy (he/him), a queer, cis duo with a love for queer politics, psychedelica, and 70s kitsch, SOAP is a platform for pride and remembrance. Jonny and Sandy are dedicated to honoring Canada’s queer past, present, and future while staying mindful of their privilege and impact. They infuse their brand with humor, reverence, and a deep sense of community, hoping each design adds to the collective thunder of queer voices. With SOAP, they invite everyone to wear their pride, spark conversations, and celebrate the joy, resilience, and history of the LGBTQ+ community.
