Urban FLRT is a socially conscious lifestyle brand offering products for gay men, the LGBT community, and their supporters.


To embrace the successes of openly gay men and the LBGT community by providing products that serve as symbols of having reached trailblazer status in the LGBT community.


By producing products that incorporate motivational messages around the notion of “Freely Living Real & True” (FLRT), we support and empower those who have chosen to live their life freely, openly, and honestly in the LGBT community.


The concept of Freely Living Real & True was born out of overcoming adversity and acceptance of oneself. The phrase Freely Living Real & True came about one evening over cocktails as three friends were discussing issues within the LGBT community such as bullying and suicides, segregation among various groups, and marriage equality. One friend said that those who are freely living their lives, being true to who they are and who are real about their life circumstances are the pioneers within the community.

Our co-founder came to understand that when we live in the truth and acknowledge the sometimes ugly realities we’re faced with, we are empowered to live a life at peace with who we are. All too often the burdens and tragedies we experience bind us, preventing us from living a full and enriched life. By unleashing the ties that bind, we begin to experience a new world filled with joy, happiness, and success.

Without being arrogant, our customers proclaim, “I am me. Today and every day.” They live free from stigma, stereotypes, or any emotional baggage that can come with being gay. They have chosen to be open and honest about who they are and where they are in their life.

Urban FLRT believes in the universal desire to freely live one’s life to the fullest, living through truth, and facing life’s challenges through empowerment rather than falling prey to the struggles that the LGBT community faces.

FLRT Rainbow Shirt

This was the shirt that started it all. Inspiration was drawn from the famous Rainbow Flag and from the fact that the LGBT community is diverse and we are all different yet there are some similarities and overlap. The blending and merging of our differences and similarities makes something beautiful.