Campaign imagery for Levi’s Pride 2022 collection. Images supplied.
Levi’s have launched their new Pride campaign and collection for 2022 which celebrates and honours the activists of the past, present and future who fight for queer liberation and equal rights for the LGBTQIA+ community. The Levi’s team were drawn to the powerful messaging on signs and posters from the early era of the movement with the aim of creating a collection that inspires the next generation of activists who take up the fight.
The collection features a range of apparel that each celebrates LGBTQIA+ activism in their own way. Importantly, every piece is intentionally genderless and more size inclusive than previous offerings. When it came to genderless style, Levi’s wanted to rethink the usual way of doing that which means making things masculine skewed, they have instead created a range that skews traditionally feminine which has a welcome and somewhat subversive effect.
With that in mind, the 2022 Pride lineup features pieces that the brand haven’t previously included such as the Denim Corset which is made from Levi’s® denim and features a lace-up back. There’s also a denim Pride Skirt, which fits more like a kilt on a masculine frame, and features side pleats, a backpatch with Pride charm, and pearl shank buttons.
The Pride collection wouldn’t be complete without a Liberation Trucker, a classic trucker style with a woven Pride Two Horse label on the inside of the jacket, pearl center shank buttons, and an embroidered graphic on the back that says, “Let Us Love”. Included in the range is also a selection of tees and tops such as the Community Tee, a concert tee homage with a list of LGBTQIA+ milestones on the back, a Roadtrip Cropped Tee with rainbow graphics of “Live Your Truth” and “Let My People Love!,” a Relaxed Graphic Tank with “We Are All Magical Beings” on the back, and a Relaxed Graphic Ragland Crew with a rainbow version of the Levi’s sports logo on the front and a small, embroidered “Equality Never Goes Out Of Style” on the back.
To support this collection and Pride, Levi’s makes an annual $100,000 (USD) donation to OutRight Action International, which works to advance human rights for LGBTQIA+ people all over the world.
Levi’s Pride 2022 collection is available online and at Levi’s stockists now.
Images supplied.