Levi’s® brand has been a proud ally of the LGBTQIA+ community for several decades. The brand continues to show up in unique ways to celebrate the power, strength, history, and creativity of this community year after year.
For Pride 2023, Levi’s® is raising the bar with an incredibly thoughtful campaign that encourages LGBTQIA+ folks and allies to fully showcase their identity. With the question “How do you show up?”, Levi’s® campaign is one of empowerment, exploration, and expression.
The Levi’s® Pride 2023 collection is a reflection of this. The collection celebrates self-expression as a spectrum with pieces designed to give visibility to non-binary and fluid people. The lavender-hued colour palette is a nod to LGBTQIA+ activist groups of the 70s and 90s, whose fearlessness brought attention to the gay rights movement and whose vibe still inspires queer and trans youth today. The collection features iconic pieces like the 501® ‘93 Straight in Light Indigo Destructed and Radical Love Dress, the Liberation Trucker Vest, and the Pride Bucket Hat in Deep Purple. The collection is a celebration of identity, honouring and embracing everyone on the spectrum of self-expression.
One of the most exceptional things about this campaign is the global cast of LGBTQIA+ community members whose unique voices, styles, and perspectives are highlighted. Each person’s view on how self-expression serves a greater purpose is documented, creating an inspiring and informative narrative. Levi’s® and 501® jeans have always been worn as symbols of protest, self-expression, and solidarity. The 501® jeans became particularly meaningful as a symbol of rebellion during the arrival of biker culture and the emergence of fresh faces in Hollywood in the 50s. With a versatility that blurred traditional lines between genders, 501® jeans themselves became a powerful symbol of rebellion.
The Levi’s® Pride 2023 collection is available for purchase on Levi.com and in selected Levi’s® Stores.
As an extension of its support for the LGBTQIA+ community, the Levi’s® brand is also making an annual $100,000 USD donation to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world.
