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Denim Brands Celebrate Pride with Watches, Corsets and Tees

Denim brands and retailers are doing their part to raise awareness and celebrate Pride month.

Guess Watches introduced the #MomentofPride collection in collaboration with The Trevor Project, a suicide prevention and crisis intervention organization for LGBTQ.

The collection offers three styles with colorful details displayed on the dial and strap. A brushed gold metal bracelet watch is available in two case sizes and features the 11 Progress Pride flag colors. A sportier option has a white silicone strap and incorporates the flag colors as well.

#MomentofPride collection
#MomentofPride collection Courtesy

Guess Watches said it will be making a $25,000 donation to The Trevor Project, which will be allocated to supporting the organization’s free crisis services: TrevorLifeline, TrevorChat, and TrevorText. The donation will also help scale its counselor training program.

Levi’s, which has expanded its global LGBTQ+ employee resource groups in Europe and the U.S. and will launch a group this year in Asia, drew inspiration from the pioneering activist who kicked off the fight for equal rights and visibility for the LGBTQ+ community.

Phrases like “Live Your Truth” and “We Are All Magical Beings” decorate summer-ready cropped tees and tank tops. A Type III Trucker jacket boasts pearl center shank buttons, a woven Pride Two Hose label on the inside and a retro-inspired embroidered design on the back that says, “Let Us Love.”

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Levi's
Levi’s 2022 Pride Collection Courtesy

Levi’s 2022 Pride lineup features pieces the brand has never done before, including genderless takes on items that traditionally skew feminine. A true corset made from denim features a lace-up back. The denim Pride skirt, which has side pleats and a backpatch with a Pride charm, fits like a kilt. Also featured in Levi’s Pride collection for the first time is a full-length jean. The chosen style is the 1993 501 jean, a straight-leg jean that has a faded and distressed wash reminiscent of the styles worn by protesters in the 1970s.

Levi's
Levi’s 2022 Pride Collection Courtesy

Other items include bleach-spotted shorts, a concert tee that lists important LGBTQ+ milestones and accessories like charm bracelets, key chains, hats and a head scarf.

Most of the genderless collection is available in sizes XXS-XXXL. In support of this collection, Levi’s will donate $100,000 to OutRightAction International, a global organization working to advance human rights for LGBTQ+ people all over the world.

Levi’s sister brand, Dockers, teamed with Bay Area-based artist Richard Ceely for a colorful range of garment-dyed hooded sweatshirts, tees and tanks, as well as khaki shorts.

Artist Richard Ceely adds colorful illustrations to Dockers' Pride collection
Artist Richard Ceely adds colorful illustrations to Dockers’ Pride collection Courtesy

Each item features Ceely’s unique drawings and rendering of the Dockers logo. The phrase “Say It Loud” is featured across the collection.

Lisa Relth, Dockers director of design, said Ceely’s “colorful and imaginative paintings burst with irreverent positivity and whimsical personality, beautifully infusing some of Dockers’ most beloved casual staples with the joy that characterizes Pride.”

Art is the inspiration behind Diesel’s Pride collection as well. In partnership with art organization Tom of Finland Foundation and Paris art gallery The Community, the brand is funding “AllTogether,” a two-installment homoerotic art exhibition showcasing more than 200 pieces dating back to the 1940s. The exhibition will run through June 26 in Paris and Venice and offer exclusive T-shirt and tote bag merchandise for sale.

Diesel teams with Tom of Finland Foundation and Paris art gallery The Community on an art exhibit and collection for Pride.
AllTogether by Tom Finland Foundation and The Community with Diesel Courtesy

Alongside the exhibition will be a capsule collection featuring artwork from seven creators included in the art show: Silvia Prada, whose collage of shirtless men is digitally printed in grayscale puzzle pieces on a collared shirt; Florian Hetz, whose photograph of tightly crossed arms is plastered on a dark brown hoodie; and Peter Berlin, whose self portrait appears on a T-shirt.

Other creators include Palanca, Michael Kirwan, Paul Tankersley, also known as Tank, and Heather Benjamin.

The collection spans intimates, bags, polos, shorts, sweatpants and tank tops, as well as genderless denim pieces in white including a Trucker jacket, pants and shorts with a patch featuring the words “AllTogether by Tom Finland Foundation and The Community with Diesel.”