(SALT LAKE CITY, UT) — Alliance for a Better Utah today announced the launch of a new merchandise collection titled “This Is (Not) A Pride Flag,” inspired by Salt Lake City’s newly adopted municipal flags. The collection is a creative, community-driven response to HB77, a recently passed law that bans the display of Pride flags on public school and government property across Utah.
Passed during the 2025 legislative session, HB77 made Utah the first state in the country to formally ban rainbow flags from public institutions. Sponsored by Rep. Trevor Lee and Sen. Daniel McCay, the bill initially failed to prohibit hate symbols such as Nazi flags, an oversight that was only corrected after significant public backlash.
In response, Salt Lake City’s Mayor, Erin Mendenhall, and the Salt Lake City Council introduced and adopted new city flags that incorporate rainbow colors, the state’s official flower (the sego lily), and design elements that honor the LGBTQ+ community, all while remaining fully compliant with the new legislation.
“Salt Lake City’s response was both courageous and strategic,” said Taylor Knuth, Executive Director at Alliance for a Better Utah. “They demonstrated what it means to stand up for your constituents even when constrained by deeply flawed and discriminatory legislation. This merch collection builds on that leadership and turns it into action.”
Developed in collaboration with local advocacy partners, the “This Is (Not) A Pride Flag” line features a range of apparel and accessories, including flags, t-shirts, hats, and stickers, showcasing Salt Lake City’s new official designs. Additionally, all proceeds from the Salt Lake City flag purchases will benefit local nonprofit organizations working to support and uplift Utah’s LGBTQ+ community.
“This project is about more than merchandise,” said Knuth. “It’s about reclaiming our narrative, reaffirming belonging, and transforming government overreach into an opportunity for collective action. We’re proud to be part of a campaign that celebrates both defiance and resilience.”
The collection underscores a broader truth: when political leaders attempt to silence or erase communities, Utahns respond with creativity, resolve, and unity. By turning restrictive legislation into a moment of cultural and civic expression, This Is (Not) A Pride Flag offers Utahns a new way to engage, support, and show solidarity.
To view all of the merchandise and designs, visit www.thisisnotaprideflag.com.
###
