Facebook Pinterest Search Icon SourcingJournal_horiz Tumbler Twitter Shape photo-camera graph-trend Shape latest-news icon / user
You will be redirected back to your article in seconds

Levi’s Pride Collection Champions Proper Pronoun Use

Today's fast-moving fashion industry demands an agile, consumer-led retail model, but how do you get there? Join our webinar "Consumer-Led Retail: Optimizing Assortments at Speed" Sept 28th, featuring experts from MakerSights and DTC brand Taylor Stitch.

Though cities’ plans for in-person Pride month events in June may still be in flux, Levi’s is finding other ways to celebrate the LGBTQIA community.

For Pride 2021, the denim brand aims to encourage empathy and inclusivity with a new Pride collection that celebrates LGBTQIA individuals and underscores the importance of learning and respecting proper pronoun use. Called “All Pronouns. All Love,” Levi’s says the collection is “focused on stories of big love, understanding and optimism.”

The unisex collection features modern interpretations of Levi’s classics such as Trucker jackets with dropped shoulders, denim shortalls and a canvas jumpsuit.

The phrase “they/them, she/her, he/him, we,” is prominently featured in the unisex collection. Garments are also accented with holographic rainbow foil and graphics like rainbow paneling, which is inspired by the waving rainbow flag of the Castro District in Levi’s hometown of San Francisco.

The Pride collection also includes graphic tees and tank tops, a bra top and a range of accessories like a ranger hat, sling bag, suspenders and boxers and briefs.

Levi’s has a long-standing history of supporting the LGBTQIA community. In 1992, Levi’s was the first Fortune 500 company to extend health benefits to same-sex partners. In 2007, it was the only California business to file an amicus brief with the California Supreme Court in support of same-sex marriage.

“We are proud to celebrate the LGBTQIA community each year with our Pride collection and by participating in Pride events across the globe,” said Jen Sey, Levi’s brand president. “We find it so important to see people as they want to be seen. Which is why this year, our goal is to show case the Pride collection with a call you can’t ignore: Respect all pronouns.”

The Pride 2021 collection will help further the efforts of OutRight Action International, an organization that works to advance the rights of LGBTQIA people all over the world. For the third consecutive year, all net proceeds from Levi’s Pride collection will go to the organization.

“At OutRight, we work each day to improve the lives of LGBTQIA people—and ensure the universal declaration of human rights applies to each one of us around the world,” said Jessica Stern, executive director of OutRight Action International. “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.”

Related Articles

More from our brands