Levi’s Pride 2020 collection is all about maximizing self-expression

Since the inception of Levi Strauss & Co in 1853, they have championed equality, inclusiveness and progress. 

From integrating their 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 always put people over profit.

In 1992, Levi’s was the first Fortune 500 company to extend health benefits to same sex partners, and since then it has worked hard to promote equal rights and fair treatment for LGBTQI+ people everywhere. 

For Pride 2020, Levi’s continues that support with a collection spotlighting the people who speak out to create positive change. 

Adopting “Use Your Voice!” as a rallying cry, this year’s collection is all about maximizing self-expression. 

The collection includes a range of graphic tees with the Levi’s box tab logo and Use Your Voice in the new Levi’s serif logo. 

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Levi’s Pride 2020 collection. Picture: Supplied

Additionally, we’re releasing denim Trucker Jackets in a stonewashed indigo and a faded tie-dye featuring Use Your Voice graphics embroidered on the back, which can be paired with matching indigo and faded tie-dye denim shorts. 

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Levi’s Pride 2020 collection. Picture: Supplied

Other standout pieces include a lavender crop top tee with the Levi’s serif rainbow logo, a special clear iridescent Trucker Jacket with a holographic rainbow overlay, and even pair of Pride stonewash denim chaps! 

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Levi’s Pride 2020 collection. Picture: Supplied
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Levi’s Pride 2020 collection. Picture: Supplied

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. 

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Levi’s Pride 2020 collection. Picture: Supplied
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Levi’s Pride 2020 collection. Picture: Supplied
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Levi’s Pride 2020 collection. Picture: Supplied

Along with product, Levi’s® will also continue its longstanding support of the LGBTQI+ community by partnering with OutRight Action International, an organization that works to advance the rights of LGBTQI+ people all over the world.

100% of net proceeds from Levi’s Pride 2020 collection will go to OutRight Action International. 

This is the second year that Levi’s has partnered with the organization and by working with them, Levi’s hopes to elevate the stories of those who have been marginalized, and to ensure that everyone everywhere has the right to be proud, free, and visible, no matter who they are or who they love. 

This is no ordinary Pride Campaign. 

For 2020, Levi’s Pride partners with Self Evident Truths – a photographic project by iO Tillett Wright documenting 10,000 people who identify as anything other than heteronormative. As a small sampling of IO’s decade-long undertaking, these portraits are part of a larger moment and movement. 

A celebration of our differences and a showcase of our shared humanity, Self-Evident Truths is a pinnacle example of how just one voice can raise tens of thousands.

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