The theme of this year's collection is “Fight Stigma'. An aptly titled message that has rippled across the world for years and captures the longstanding values of Levi Strauss & Co. The innovative denim brand has always been committed to fighting for and protecting the rights of the LGBTQ community.
Levi's has been a longstanding, vocal supporter of equality and non-discrimination. They are actively engaged in the battle for equal rights on many fronts, with a long history of supporting the LGBTQ community.
The latest Pride collection features the traditional Levi's print grey T-shirt with the multi-colour pride background, and an array of vests and T-shirts stamped with the core message ‘Fight Stigma. In addition to the tops available, Levi's have also created a unique pair of denim shorts embellished with embroidery stating ‘Remember Their Names'.
The ‘Fight Stigma' message serves as a reminder to stand up for equality, no matter what – and to never forget those that have been lost and the activists of the time who fought against stigma.
Chief Merchandising Officer, Grant Barth, says: “Fighting stigma on any level is important. We feel that it’s our responsibility to stand up for the issues of our time. Levi’s has always been on this journey: fighting for equality, human rights, and giving everyone a voice.”
This year’s collection was also inspired by the AIDS Memorial Quilt. In 1988, LS&Co. employees added their panel to the quilt as a tribute to their colleagues and friends.
The brand's designers drew inspiration from that moment in designing this year’s collection – a reminder that we can never forget the people, including our friends and colleagues in the LGBTQ community, who lost their lives to this devastating disease.
You can purchase the Levi’s Pride 2017 Collection will be available in the Americas and Europe online at www.levi.com and at selected Levi’s retail locations.
All proceeds from the collection will benefit two of the company’s LGBTQ partner organisations – Harvey Milk Foundation and Stonewall Community Foundation.