For Pride 2024, the Levi’s brand is celebrating queer joy through self-expression with a collection inspired by LGBTQIA+ rodeo culture from the ’70s to today. Accompanied by blissful and inspiring storytelling told by the Pride 2024 cast, the Levi’s brand is encouraging LGBTQIA+ community members and allies to celebrate queer joy and the power of self-expression.  

Rainbow Rodeos-inspired

Western wear is part of the Levi’s brand’s DNA, and the Pride 2024 collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. Pulling graphics and influences from vintage Levi’spieces and archival posters, then adding some glitz – rhinestones, copper thread, marbled hardware, gold-coated denim, and more – the collection includes an extensive assortment of tops, bottoms, and accessories. 

From the Cinched Shortstack Tee and Cropped Muscle Tank to the Liberation Western Trucker and Patchwork Vest, Western-inspired embroidery and rainbow coloring give the collection a cohesive and euphoric rodeo look. Featuring reversible styles and head-to-toe fits, this is a collection designed to mix, match, and make all your own. 

Here’s a closer look:

Levi’s Pride Muscle Tank (P899)

Levi’s Pride Rainbow Rodeo Ringer (P899)

Levi’s Pride Liberation Western Trucker Jacket (P5,299)

Levi’s Pride Reversible Patchwork Vest (P4,999)

Levi’s Pride Icon Long Skirt (P5,299)

Levi’s Pride Community Tee (P1,499)

Levi’s Pride 517 Bootcut Gold Jeans (P4,999)

Levi’s Pride accessories

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

Levi’s stands with the LGBTQIA+ community

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 USD 100,000 to Outright International, a global organization working to advance human rights for LGBTQIA+ people worldwide.

Levi’s will also participate in the Pride PH Festival 2024: Love Laban 2 on June 22 at the Quezon City Memorial Circle. The Levi’s booth will feature various activities, including pride shirt customization, a bull-riding challenge, and a meet and greet with Marina Summers.

The Levi’s Pride 2024 collection is available for purchase on Levi’s website and in select Levi’s boutique stores nationwide.

This is a press release. Minor edits have been made by the 8List.ph editorial team.

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