Levi's Showcases Historic Queer Symbols in New Pride Collection
Weeks after Levi Strauss & Co. shareholders shut down an attempt to dismantle the company's diversity, equity and inclusion efforts, Levi's unveiled its 2025 Pride collection and campaign dedicated to togetherness and the importance of safe spaces for all LGBTQIA+ people.
The new collection empowers wearers to 'express their authentic selves while honoring the collective strength found in communal spaces,' Levi's stated.
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For the collection, the San Francisco-based brand, which makes an annual $100,000 donation to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world, pulled from the history of queer iconography.
The Pink Triangle, a symbol of pride, remembrance, and resistance in the LGBTQIA+ community, is featured on a mesh top and graphic tee. A denim cap and the Pride One Family Trucker features the phrase 'I know you know.' The jacket also boasts a rainbow-themed bandana patchwork design on the back.
Black denim coordinates include the Levi's Pride Icon Skirt and the Pride Denim Moto Jacket. The Pride 468 Loose Shorts comes in a vintage light wash and has a black and pink tab on the back pocket.
A Western bandana combines Levi's signature motifs with queer symbols. A canvas tote features a patchwork star design used throughout the collection.
Additionally, Levi's is partnering with San Francisco–based tattoo artist José Luis Sanabria of Castro Tattoo to create a limited-edition Levi's Tailor Shop collection of eight embroidered patches and four stamp designs.
Sanabria is known within the Queer community for cultivating a safe, inclusive space for self-expression through the art of tattooing. The Levi's Tailor Shop Pride Collection by José will be available starting June 1 at U.S. and Canada Levi's Tailor Shop locations, while supplies last.
The collection is brought to life in a Pride campaign called 'Meet You In The Park' and by a cast that embodies the spirit of community.
The cast includes country musician Shayne Gottlieb, co-founder of They Move, a community movement practice in L.A.; Nora Foss, an artist, musician, chef, and operations specialist; Malia Spanyol, owner of Mother, a queer neighborhood bar in San Francisco; Sadyr Diouf, a DJ, producer, model and actor; and Alicia Sadler, a writer, director, artist, producer and art director.
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