Protect the dolls shirt

Protect the Dolls: the shirt that became a movement (and how you can join in)

The "Protect the Dolls" shirt started as a spontaneous gesture on the catwalk and grew into a global symbol of solidarity with trans women. Designed by Conner Ives, worn by the likes of Pedro Pascal, Troye Sivan, Madonna and Tilda Swinton, and responsible for raising more than $600,000 for trans organisations. At Queer Market and Queer Beer we embrace that message — and we attach direct support to it: 20% of proceeds go to Don't Go We'll Fund Them, an Amsterdam-based trans initiative.

What does "Protect the Dolls" mean?
"Dolls" is an affectionate term for trans women, born in the 1980s ballroom scene among Black and Latin American trans women. The slogan calls for protection and solidarity at a moment when trans rights are under pressure worldwide.

Why now?
From the US to the UK, institutional protections are being rolled back. The UK Supreme Court ruled that the legal definition of 'woman' does not include transgender women. Visibility alone isn't enough, what matters is concrete, lasting support.

Wear the message, support the community.
Every purchase contributes directly to trans people in the Netherlands through Don't Go We'll Fund Them. Not a one-off hype, but structural solidarity.

Don't Go We'll Fund Them: where your 20% goes

We love visibility, but money in the bank is better. That's why 20% of proceeds go to Don't Go We'll Fund Them, a trans-led initiative from Amsterdam.

Conceived in 2022 by Alma Noor (a DJ and radio host who performs as YoungWoman), it grew out of frustration: too many GoFundMe campaigns that go nowhere. The solution is as simple as it is smart. Rather than relying on an uncertain, short-lived burst of money that depends on visibility, they offer a constant flow of funds: you give a monthly amount (5, 10 or more), and the total goes to one or more ongoing GoFundMe campaigns in their database.

The idea: don't wait for someone to happen to go viral, but build a structural safety net instead. Built on a tiered monthly subscription model, the initiative allows for consistent support, including with the costs of gender-affirming care. Amsterdam institutions like club De School have hosted fundraisers for it in the past.

That's exactly what we stand for: solidarity that doesn't stop when the spotlights go out. Your purchase isn't a gesture for the moment, it's fuel for a system that keeps giving.