Our Story: Pride Made Personal

Hi! I’m Luana, a bisexual woman, and this is my wife Aoife, a lesbian trans woman. We’re the couple behind Gender Proclaimed — a queer-owned shop born from love, resistance, and a whole lot of creative rebellion.

We met online 10 years ago, separated by continents — me in Brazil, Aoife in the UK. What followed was a five-year long-distance relationship full of plane rides, countdowns, and calls that lasted till morning. After crossing oceans back and forth, we got married in Rio de Janeiro surrounded by queer joy, chosen family, and a lot of tears.

Today, we live in the UK, raising our two daughters and two rescue dogs.

Why We Created Gender Proclaimed

This shop started as a response to something deeply personal: the step-backs in trans rights in the UK — and how that threatens not only trans people, but the safety and happiness of our family.

We created Gender Proclaimed as a way to fight back with beauty, with voice, with pride you can wear. Every design is unapologetically bold, rooted in affirmation, and made to say what needs to be said — for those who can’t, won’t, or just want to shout louder.

This isn’t a mass-produced merch store. This is love, protest, softness, and joy — wrapped in colour and printed on demand.

Who We Are Behind the Scenes

We make all creative and concept decisions together. Aoife brings the vision, I handle the design, admin, and making sure things run smoothly. Every shirt, every campaign, every collection is built from scratch — by us, for you.

This shop helps support our family, and we hope it helps you feel seen, loved, and loud in a world that still tries to silence us.

🖤 Thanks for being here. You’re part of our story too.