Immigrant and queer-owned cookie company Wunderkeks has launched their collaboration with the LOVELOUD campaign, which was founded by Dan Reynolds, the lead singer of Imagine Dragons. For the entire month of June, each Pride box sold will donate $1 to LOVELOUD, as they hope to raise over $30,000 for the campaign.
We interviewed the owners and co-founders Hans Schrei and Luis Gramajo, who are both immigrants from Guatemala, about their company and this collaboration. Wunderkeks as a company was started 10 years ago in Guatemala by Hans. Five years later, Luis came into his life and joined the company. They picked up and sold everything to be able to move to America in January of 2019, where they were able to start a life in which they could start a business that reflected who they are, as well as live happily as a married couple.
They began by selling baked goods at farmers’ markets with the fabulous setup of a large, pink tent with streamers and a bubble machine. Eventually shifting their focus to cookies and brownies, the company took off. They have everything from classic chocolate chip to strawberry cotton candy cookies, and they are always experimenting and coming out with new flavors. When describing the cookies, Hans says, “The whole point is to nurture your inner child and bring your inner child back.” The goal of Wunderkeks is to provide cookies that feel familiar and elicit a sense of nostalgia. The cookies are delicious and sold by the dozen. When asked how their cookies stand out from the rest, Luis put it simply: “Everything we use is natural; we use high-end ingredients.” Their cookies were delicious enough to get the attention of Dan Reynolds, and start the Wunderkeks and LOVELOUD campaign.
The partnership between Wunderkeks and LOVELOUD actually came about when Dan Reynolds had ordered from them. From there, Hans and Luis reached out and told Dan their story. Touched, Dan decided to partner with Wunderkeks. Both Hans and Luis are thrilled to be able to give back to their community.
“For us it meant a lot to help, because we didn’t even dream about giving back to the community, especially back in Guatemala, because you were hiding. You didn’t want to be out there and saying, ‘Yes, let’s help,’” which is what excites Luis about this partnership. Each Pride Care Package is a party in a box that comes with your choice of dozen cookies, rainbow pom-poms, sprinkles, and heart-shaped sunglasses. A fraction of the proceeds will go directly to the LOVELOUD campaign and LGBTQ youth in need.
We also interviewed Tyler Glenn, the lead singer of Neon Trees, who is part of the LOVELOUD campaign. He was approached early on by Dan Reynolds to help create this organization. He says, “It was really Dan’s desire to use his platform for something powerful,” while keeping disenfranchised, LGBTQ youth in mind. Over time, the LOVELOUD music festival emerged and evolved into what it is today. Despite facing a few setbacks during the COVID-19 pandemic, Tyler hopes the festival will come back in full force in 2022.
He hopes the future is bright for the LGBTQ community, and looks to uplift the most marginalized and disenfranchised members of the community. He says, “if anyone is curious about LOVELOUD, come out to the next one we have. I think that people are really sort of changed and see what we’re doing when they’re able to see and experience it firsthand.”
