For Pride 2024, the Levi’s brand is celebrating the joy of queer expression with a collection inspired by the LGBTQIA+ rodeo culture from the 1970s to today. Levi’s encourages members and allies of the LGBTQIA+ community to celebrate freedom of expression with a suite of messages from personalities. Western attire is part of Levi’s DNA, and the Pride 2024 collection is inspired by the queer “Rainbow Rodeos” that originated in Nevada in the ’70s. The collection draws inspiration from the graphics and influences of vintage Levi’s pieces and archive posters, now reimagined with a new sparkle—rhinestones, copper studs, gold-coated denim, and much more—featuring an extensive range of tops, pants, and accessories. From the Cinched Shortstack tee and Cropped Muscle tank to the Liberation Western Trucker jacket, western-inspired embroidery and rainbow motifs give the collection a fluid, euphoric rodeo look. With reversible models or complete looks, this is an ideal collection for creating your own style.
Supporting the Pride 2024 collection are, among others, country musician Orville Peck; Mattise Andrews, model and makeup artist; Bronze Avery, musician and founder of Ruxwood, an underwear brand; Violet Chachki, drag queen (winner of season 7 of RuPaul’s Drag Race); Paris Helena Elyte, beauty photographer; and Bailey Salisbury and Sean Monaghan, founders of Stud Country, a line-dancing community.
Levi’s has consistently supported the rights and issues facing the LGBTQIA+ community over the years. From company employees who participated in the early Pride marches in San Francisco to being one of the first companies to support the Equality Act, Levi Strauss & Co. has proudly and consistently expressed its support for the LGBTQIA+ community. Let’s not forget that Levi’s 501 jeans have been worn for decades as symbols of protest, solidarity, and freedom of expression.
Moreover, in support of the LGBTQIA+ community, the Levi’s brand is donating $100,000 to Outright International, a global organization dedicated to advancing the rights of LGBTQIA+ members worldwide. http://levistrauss.com
