Freedom. Love. Being yourself. These should never be up for debate. Yet around the world, these values are increasingly under pressure. 

That is exactly why, during Amsterdam Pride 2026, Up To Do Good is choosing to create more space. Space for individuality, openness and belonging. Not only during Pride, but every day. We believe a store can be more than just a place to shop. It can be a place where stories are shared, conversations begin and everyone feels welcome exactly as they are.

This Pride, we are proud to partner with Vanilla Cooldance , the brand founded by Jessica Stahl. A collaboration built on a shared belief that everyone deserves the freedom to be unapologetically themselves.

From 23 July, our concept store will turn pink with a giant banner carrying one simple yet powerful message:

You Do You.

Not a marketing campaign or a temporary slogan, but a statement. One that reflects everything Up To Do Good stands for.

A partnership with purpose

Vanilla Cooldance uses humour, design and honest conversations to challenge shame and create space for freedom, love and self expression.

“Vanilla Cooldance turns shame into unapologetic freedom, one laugh and honest conversation at a time. Creating a world where people exist, love and live shamelessly and without apology.”

Jessica Stahl, founder of Vanilla Cooldance

It is a mission that perfectly aligns with ours. At Up To Do Good, doing good is not only about the products we sell. It is about the choices we make, the brands we support and the values we stand for.

At a time when freedom and inclusion are being questioned in many parts of the world, we believe retailers have a voice too. Not by pointing fingers, but by opening their arms.

Exclusive during Pride

Throughout Amsterdam Pride, the iconic Vanilla Cooldance T shirts will be available exclusively at Up To Do Good.

A collection that celebrates being yourself. Without shame, without labels and without asking for anyone else's permission.

Whether you are joining the Pride Walk, celebrating on the canals during the Canal Parade or simply showing what you stand for, this collection is a celebration of freedom, love and self expression.

Shop with impact

This collaboration is about much more than a collection.

Every euro raised through the sale of the Vanilla Cooldance T shirts will be donated to LGBT Asylum Support .

The organisation supports LGBTQIA+ asylum seekers in the Netherlands by providing safety, community and practical support to people who have often been forced to leave everything behind. With your purchase, you directly support this important mission.

For us, real impact begins when words turn into action.

Doing Good Never Looked This Good

At Up To Do Good, we believe design, lifestyle and social impact belong together. Beautiful products can tell meaningful stories, and every purchase has the power to make a positive difference.

Perhaps the greatest form of freedom is simply being able to be yourself.

You Do You.
We do the rest.

Discover Up To Do Good