Levi’s salutes LGBTQIA+ activist groups with a lavender-hued 2023 Pride collection.
Available now on Levi’s website and in select stores, the non-binary collection pays tribute to the “groups of the ’70s and ’90s whose energy brought an explosive fearlessness to the gay rights movement and mirrors the cultural push forward by queer and trans youth today,” the brand stated.
The color is a symbol of LGBTQIA+ resistance and empowerment.
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The collection offers a purple denim vest, baggy long shorts, muscle tank and mesh dress. A black denim Trucker jacket features sun and moon embroidery with the phrase “Radical Love.” The phrase is also used on a T-shirt, tote bag and bucket hat.
The 501 ’93 straight, available in black and light indigo, is also included, highlighting the style’s history of blurring traditional gender lines for 150 years.
Details like rainbow labels and rhinestone-embellished shanks are found throughout the collection.
Levi’s accompanying campaign highlights self-expression as a spectrum, non-binary and fluid, and asks “How do you show up?” A global cast of LGBTQIA+ community members from Los Angeles, New York, Mexico and London in their everyday environments is featured in the campaign.
“The Levi’s Pride 2023 campaign is a global celebration of the LGBTQIA+ community and its powerful history of genuine self-expression,” said Lance Relicke, Levi Strauss & Co. VP of global brand experience. “From clubs to protests to Pride parades, wherever people gather in the name of love and inclusivity, so many of them will proudly show up in their Levi’s and 501 jeans.”
To further show support, Levi’s said it making an annual $100,000 donation to Outright International, a global organization working to advance human rights for LGBTQIA+ people.
“There’s so much genuine love for the Levi’s brand in the LGBTQIA+ community and we’re thrilled to reciprocate that love—all of the time, but especially during Pride 2023.”
The launch follows the release of Dockers’ collection of retro-inspired styles for Pride. The five-piece capsule collection from Levi’s sister brand includes two T-shirts, a tank top, a crewneck sweater and pull-on shorts in the brand’s signature khaki colors.
Multicolored sunburst graphics “inspired by letting one’s light shine” and embroidered American Sign Language symbols for “peace” and “I love you” decorate select styles.
