This Pride Month, FUEL is proud to stand with the trans community, in our own workplace and across Ireland, with a simple but powerful message As Gaeilge in our front window:
Cosain na Dolls Protect the Dolls
The phrase began as a spontaneous protest on a T-shirt by designer Conner Ives at London Fashion Week in early 2025. Worn by high-profile allies like Pedro Pascal and Tilda Swinton, it quickly became a symbol of support for trans women or "dolls", as they are affectionately called in queer culture.
The word has deep roots in 1980s New York ballroom culture, where Black and Latina trans women used the term to affirm beauty, strength, and sisterhood in the face of erasure. It’s more than a trend, it’s a reminder that queer and trans people have always shaped culture, even when the world wasn’t watching.
Bring this all together As Gaeilge ties global solidarity to local identity. We wanted to say it in our own voice. We wanted to show that our support isn’t performative.
It’s personal.
Ireland has made real progress with the 2015 Gender Recognition Act allowing people to self-declare their gender, but challenges remain:
A 2024 study showed a 17% rise in severe depression and 30% rise in anxiety among LGBTQ+ people since 2016 - with trans and non-binary people most affected. (BelongTo)
Over 50% of trans and non-binary people in Ireland report feeling unsafe expressing their identity in public. (BelongTo)
69% of respondents identified hate crimes as a very serious issue for the trans community. (ILGA-Europe)
And just next door, the UK’s recent Supreme Court ruling redefined "man" and "woman" to exclude trans people, even with legal gender recognition. While this doesn't of course impact Irish law, it’s a clear signal: progress is fragile, and solidarity matters now more than ever.
FUEL is an experience and entertainment group, a creative agency, a space where people come to work, share ideas, and feel like themselves. We’ve shaped our workplace to be open, collaborative, and genuinely inclusive. Not just because it’s the right thing to do but because people do their best work when they feel safe and valued.
From FUEL’s studio to our top floor edit suite, we believe in building a culture that reflects our values:
We love people, and we take care of each other.
We deliver excellence, and that includes how we treat those around us.
We stand proud, and we don’t sit out of important conversations.
We champion change, especially when it matters most.
At FUEL, we know that great work doesn’t happen in a vacuum. It happens in open, energised environments where people feel safe, seen, and trusted. That’s not a nice-to-have, it’s Strategy. Our employee experience is built around that belief: psychological safety isn’t soft, it’s foundational. It drives better ideas, faster collaboration, and real loyalty.
When people are free to show up fully, they don’t just do better work - they want to do it here. That’s the edge and something we strive for. It’s why our EVP isn’t a poster - it’s lived every day in the way we care for our people, invest in inclusivity, and build a culture of creative momentum.
Pride is just one moment where that comes into full view.
Muirín is a junior designer and creative at FUEL. She is passionate about making meaningful art, bringing a fresh look and feel to each project she works on. As a queer woman, she takes inspiration from LGBTQ+ artists both locally and on the global stage.
With Cosain Na Dolls, Muirín wanted to create a design that was culturally relevant and held a powerful message that supported some of the most vulnerable members of our society. The artwork uses a typeface designed by queer artists, and puts the colours of the trans flag proudly front & centre, while the LGBTQ+ flag colours surround and support.
Support the organisations doing vital work for trans people in Ireland:
TENI - Transgender Equality Network Ireland
LGBT Ireland
BeLonG To Youth Services
Visibility is powerful. Action is stronger. Let's stand together, proudly.
Every contribution matters. Every voice adds strength. Every act builds community.
Go raibh maith agat for supporting Pride with purpose.
