Levi’s Donates $100K to LGBTQIA+ Organization
What do rodeo fashion, block parties and drag performances have in common?
They’re all ways that Levi’s plans to celebrate Pride this year.
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Levi’s will be hosting a fully immersive Brooklyn Block Party experience at the Levi’s Williamsburg store on June 29. The Pride party will feature a range of events and activities including games and customization in the Levi’s Airstream with exclusive artist-inspired patches, metallic embellishments, and custom fringe.
The event will also have drag performances by Andramada, ShowPonii, Essa Noche, Ma’amshe, West Dakota, Sherry Poppins, Mauve, Espi O’Najj, and Mirella.
As an extension of its support for the LGBTQIA+ community, Levi’s is also donating $100,000 to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world.
Levi’s recently released its 2024 Pride collection that celebrates LGBTQIA+ rodeo culture from the ’70s to today. The collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the 1970s, with influences from vintage Levi’s pieces and archival posters.
Designed to mix and match and be worn year-round, denim pieces span a boxy Trucker jacket with “Rainbow Rodeo” embroidered across the back, matching ’93 Cut Off Shorts decorated with Western embroidery and marbled hardware and a maxi skirt with a star and moon patchwork design.
Other styles are inspired by Levi’s archives like gold-coated indigo 517 Bootcut jeans and a matching gold vest. The coordinates pay homage to Levi’s California Ranch pants and vest from 1967. The gold vest has a reversible indigo patchwork design.
Logo T-shirts and graphic tees with sayings like “Not My First Rodeo” round out the apparel collection. The line includes socks, underwear, a cowboy-themed bandana, patchwork tote bag and denim rodeo hat.
For the launch, Levi’s released a Pride 2024 featuring country musician Orville Peck; model and makeup artist Mattise Andrews; musician and Ruxwood founder Bronze Avery; Violet Chachki, winner of season 7 of “RuPaul’s Drag Race;” photographer Paris Helena Elyte; and Bailey Salisbury and Sean Monaghan, founders of Stud Country, a line-dancing community.
The collection is available now in select Levi’s stores and on the brand’s website.
