Levi Strauss & Co. has a proven track record of championing equality and advocating for our people and our communities around the world. As part of our continued support for LGBTQIA+ communities, Levi’s® and Dockers® have once again released Pride collections for 2024, coupled with exciting activations and donations to organizations committed to advancing equality for the long term.
Read on to see how we’re celebrating Pride in a big way this year.
Levi’s®: Rainbow Rodeo
Inspired by rodeo culture and leaning into the brand’s Western-wear roots, the Levi’s® 2024 Pride Collection celebrates queer joy and self-expression. Products include a Western Trucker Jacket and 501® ’93 Cut-Off Shorts with a studded design, western-inspired embroidery and marbled hardware, a Pride Icon Long Skirt featuring a moon and stars patchwork design, a Pride Bandana and Pride Rodeo Hat, graphic tees and more. A gold shine-coated vest and 517™ bootcut set, complete with a limited-edition rainbow Pride tab, pays tribute to our California Ranch Pants and Vest (circa 1967).
To showcase the collection, the brand partnered with a cast of artists and influencers, including Orville Peck, Mattise Andrews, Bronze Avery, Violet Chachki, Paris Helena Elyte, Bailey Salisbury and Sean Monaghan.
Pieces from the collection also appear in global popstar Rita Ora’s new music video, Ask & You Shall Receive, which references the classic 1980s Levi’s® launderette ad featuring Nick Kamen. Rita will also be wearing Levi’s Pride product in a feature in the upcoming summer edition of Têtu magazine, the main LGBTQIA+ magazine in France.
An annual $100,000 donation to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world, complements the collection and the brand’s commitment to equality.
The collection is available on levi.com, the Levi’s® app and in stores now.
Dockers®: A Collaboration With Artist Rawley Clark
For their 2024 Pride Collection, Dockers® partnered with San Francisco-based artist Rawley Clark to create a collection that weaves together nature motifs to portray themes of LGBTQIA+ love, tenderness and interconnectivity. Rawley’s work draws on their personal and cultural identities as a queer Black person, frequently exploring the connection between nature and the body. Rich with symbolism, their ethereal illustrations capture the essence of LGBTQIA+ love.
The Dockers® collection includes Pride tees, Pride tanks and a Pride hoodie. Iris motifs throughout the collection symbolize strength and hope, while hands represent community and self care, tulips reflect deep love and a sun represents growth.
In addition to the collection, Dockers® is continuing their partnership — for the seventh year running — with a $65,000 donation to the Stonewall Community Foundation. Centered around equality and LGBTQIA+ rights with a focus on education, violence prevention, family acceptance and health, Stonewall puts community participation at the core of its work.
You can shop the collection on dockers.com and in stores today.
Bringing Pride to Life
The Levi’s® and Dockers® collections are just one piece of how we’re recognizing Pride at LS&Co. this year.
Through grantmaking to organizations like GiveOUT and advocacy in support of pro-equality legislation, LS&Co. continues to support efforts to advance LGBTQIA+ rights globally. And from Mexico City to Berlin and countless cities in between, teams around the world are hosting events and activations and participating in Pride parades to celebrate with fellow employees and fans.
All this work proudly showcases LS&Co.’s continued support for the LGBTQIA+ community. LGBTQIA+ equality is central to our past, present and our future, because it’s the right thing to do for our people and our communities. We’re committed to cultivating and sustaining a culture of inclusion and belonging, working to ensure that our company is a place where each person’s unique identity is celebrated and valued.
