Kenneth Cole, like Benetton, was among few fashion advertisers that embraced AIDS as a cause earlier on in its ads.

In May 2004, Kenneth Cole New York City store windows displayed same-sex mannequins holding hands near a sign that said, "Obtain marriage licenses here" and a road sign on the wall indicating "San Francisco 1943 miles, New Paltz 90 miles" -- two cities that spontaneously issued marriage licenses in the wake of the Massachusetts court decision opening legal marriages in that state. The wall was stenciled with "We see a pattern here."

Kenneth Cole has shown his own pattern since 1994 to run gay-friendly advertising in gay media.