Levi's Launches Pride Collection and OutRight Action International Partnership

by Matthew Wexler

EDGE Media Network Contributor

Thursday May 28, 2020

Levi's has released its latest Pride collection, adopting "Use Your Voice!" as a rallying cry, stating that this year's collection is all about maximizing self-expression. The collection includes a range of graphic tees with Levi's box tab logo and Use Your Voice in the new Levi's serif logo.

The iconic brand is also releasing denim Trucker Jackets in stonewashed indigo and faded tie-dye featuring Use Your Voice graphics embroidered on the back. Other pieces include a lavender crop top tee with Levi's serif rainbow logo, a unique clear iridescent Trucker Jacket with a holographic rainbow overlay, and even a pair of Pride stonewash denim chaps. Completing the lineup are a range of accessories including socks, underwear, a Flex-Fit cap, bandana with rainbow overlay, a clear iridescent banana sling, and more.

From integrating its factories during the 1950s, before the Federal government made desegregation a law, to working to overturn Proposition 8, which banned gay marriage in California, Levi's has been an industry leader in social causes. In 1992, Levi's was the first Fortune 500 company to extend health benefits to same-sex partners, and since then it has worked to promote equal rights and fair treatment for LGBTQ people everywhere.

"At Levi's, we've been longstanding advocates for equality - never afraid to use our voice to do what's right for our employees, our partners and our fans," says Jen Sey, SVP & CMO, Global Brands. "In turn, we are also proud to support those who speak up for equality, who use their voices to drive progress and make a positive impact in their communities. This year's Pride collection is both an encouragement and a celebration of those that use their voices to change the world."

Along with the capsule collection, Levi's will also continue its longstanding support of the LGBTQ community by partnering with OutRight Action International, an organization that works to advance the rights of LGBTQ+ people all over the world. One hundred percent of net proceeds from Levi's Pride 2020 collection will go to OutRight Action International.

"At OutRight, we work each day to improve the lives of LGBTQ+ people, and ensure the universal declaration of human rights applies to each one of us around the world," said Jessica Stern, OutRight Action International, Executive Director. "We are proud to be a partner of Levi's and see the Levi's Pride Collection as a critical reminder that we all should have the right to be out, proud and visible no matter where we live, who we are or who we love."

For 2020, Levi's Pride has also partnered with Self Evident Truths, a photographic project by iO Tillett Wright documenting 10,000 people who identify as anything other than heteronormative.

Matthew Wexler is EDGE's National Senior Editor of Travel, Lifestyle, Health & Branded Content. More of his writing can be found at www.wexlerwrites.com. Follow him on Twitter and Instagram at @wexlerwrites.

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