Saturday marked the first day of Okanagan Pride's 10th-anniversary celebration.
In honour of the 10 year diamond anniversary, this year's theme is "Shine Bright" and Okanagan Lifestyle's latest release will help locals shine as bright as possible.
"We are truly excited to invite people to stand with us in an equal and inclusive Okanagan," said Okanagan Lifestyle's Co-Founder Markku Luopa.
The limited edition release saw only 200 of the "Equality" snapback hats made, with a 100% of proceeds going towards 'The Etcetera Youth Group' and 'The Gender Identity Group', which are two organizations in the Okanagan that promote equality and empowerment.
"It's very important for people to understand that they are heard and we're not just a company that is pumping out product," said Luopa.
"We care and we stand behind the message that we are a community-based company and we do care about everybody in our community."
The creative process behind the hat involved collaboration between local companies Nine Rising, Dinner to Design and Okanagan Pride along with Okanagan Lifestyle Apparel co-founders Jaclyn and Markku.
"We're very excited to launch a product that stands for something bigger than us. We believe in equal rights for ALL people."
Okanagan Lifestyle will be set up in Kelowna's Waterfront Park on Saturday, August 19th, during Okanagan Pride's Pride March and Festival in the Park events.