LEVI’S PRIDE COLLECTION INSPIRED BY LGBTQIA+ RODEO CULTURE

For Pride 2024, the Levi’s brand has released a collection inspired by LGBTQIA+ rodeo culture, accompanied by storytelling told by a cast of personalities from the community. Western wear is part of the brand’s DNA, and the collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. The collection includes an extensive assortment of tops, bottoms, and accessories, 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. From T-shirts to tank tops to trucker jackets and vests, Western-inspired embroidery, and rainbow coloring give the collection a cohesive and euphoric rodeo look that features reversible styles and head-to-toe outfits.

The Pride 2024 cast includes country musician Orville Peck (at top), model and makeup artist Mattise Andrews, musician, creative, and founder of the Ruxwood intimates brand Bronze Avery, drag queen Violet Chachki (above, winner of Season 7 of RuPaul’s Drag Race), beauty photographer Paris Helena Elyte, and the founders of line-dancing community Stud Country, Bailey Salisbury and Sean Monaghan.

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 the LGBTQIA+ community. Of course, Levi’s 501 jeans have been worn for decades as symbols of protest, 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.

The Levi’s Pride 2024 collection is now available for purchase on Levi.com and in select Levi’s stores.