For Pride 2024, the Levi’s brand is celebrating queer joy through self-expression with a collection inspired by LGBTQIA+ rodeo culture from the ’70s to today. Accompanied by blissful and inspiring storytelling told by the Pride 2024 cast, the Levi’s brand is encouraging LGBTQIA+ community members and allies to celebrate queer joy and the power of self-expression.
Western wear is part of the Levi’s® brand’s DNA, and the Pride 2024 collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. Pulling graphics and influences from vintage Levi’s pieces and archival posters then adding some glitz — rhinestones, copper thread, marbled hardware, gold-coated denim and more — the collection includes an extensive assortment of tops, bottoms and accessories. From the Cinched Shortstack Tee and Cropped Muscle Tank to the Liberation Western Trucker and Patchwork Vest, Western-inspired embroidery and rainbow coloring give the collection a cohesive and euphoric rodeo look. Featuring reversible styles and head-to-toe fits, this is a collection designed to mix, match and make all your own.
The Pride 2024 cast includes country musician Orville Peck; Mattise Andrews, a model and makeup artist; Bronze Avery, a musician, creative and founder of Ruxwood, an intimate’s brand; Violet Chachki, a drag queen (and winner of Season 7 of RuPaul’s Drag Race); Paris Helena Elyte, a beauty photographer; and Bailey Salisbury and Sean Monaghan, the founders of Stud Country, a line-dancing community.
Over the years, the Levi’s® brand has consistently supported LGBTQIA+ rights and issues. From employees marching in early San Francisco Pride Parades to being one of the first companies to endorse the Equality Act, Levi Strauss & Co. has proudly and consistently voiced its support for LGBTQIA+ community. And of course, Levi’s 501® jeans have been worn for decades as symbols of protests, solidarity, and self-expression.
As an extension of its support for the LGBTQIA+ community, the Levi’s® brand is also donating $100,000 to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world. Levi’s will also participate in the Pride PH Festival 2024: Love Laban 2 on June 22 at the Quezon City Memorial Circle. The Levi’s booth will feature various activities, including pride shirt customization, a bull-riding challenge, and meet and greet with Marina Summers.
The Levi’s Pride 2024 collection is available for purchase on Levi.com.ph and in select Levi’s boutique stores nationwide.
