Brand bets on an exclusive line of products and documentaries in videos recorded by a cast from the community
Over many decades, Levi’s has stood with the LGBTQIAP+ community in many ways by celebrating Pride Month each year. This time, the brand underscores the strength, history and creativity of the community, based on a careful blend of inspiring and educational storytelling, listening to a large number of community members and allies who were encouraged to express themselves and, with that, help others to do this too. The initiative is part of the campaign that asks: “How do you show yourself?
Those who consider themselves part of the group were invited to give their testimonials, presenting their style and points of view, in their own way and in their own voice, on the meaning of self-expression. The videos are posted on the brand’s social networks so that they can reach many people.
For this year’s celebration, Levi’s has created a special collection that recognizes and highlights self-expression as a spectrum, not binary and fluid. The lavender color palette celebrates the LGBTQIAP+ activist groups of the 70s and 90s, who encouraged the community rights movement and resulted in cultural advancement for queer and trans youth today. The stars of this line are the Trucker Liberation Jacket, the Men’s 501 ’93 Straight Jeans, and the Community Tee and Graphic Short Stack Tee, all customized for this action.
As an extension of its support to the LGBTQIAP+ community, Levis is also making an annual donation of US$100,000 to Outright International, an entity that works to promote the human rights of LGBTQIAP+ people around the world.
