Pieces from Levi’s new Pride 2020 collection. Images supplied.
Levi Strauss & Co. has always championed equality, inclusiveness and progress and this year continue to use their voice in support of the rainbow community for Pride 2020. Levi’s has long put people over profit; 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. 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 LGBTQ+ people everywhere.
“At Levi’s, we’ve been longstanding advocates for equality – never afraid to use our voice to do what’s right for our employees, our partners and our fans,” says Jen Sey, SVP & CMO, Global Brands at Levi Strauss & Co. “In turn, we are also proud to support those who speak up for equality, who use their voices to drive progress and make a positive impact in their communities. This year’s Pride collection is both an encouragement and a celebration of those that use their voices to change the world.”
Utilising “Use Your Voice” as their rallying cry for their Pride 2020 collection, the range is about maximizing self-expression and wearing your support for the rainbow community with pride. Available in New Zealand exclusively at WORLD, the range includes graphic tees, denim Trucker Jackets and denim shorts in classic denim hues and playful tie-dye too. The clothing is complemented by a range of accessories including socks, a Flex Fit cap, bandanas and other fun pieces.
100% of net proceeds from Levi’s Pride 2020 collection will go to OutRight Action International, an organisation that works to advance the rights of LGBTQ+ people worldwide. 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.
“At OutRight, we work each day to improve the lives of LGBTQ+ people—and ensure the universal declaration of human rights applies to each one of us around the world,” says Jessica Stern, OutRight Action International, Executive Director. “We are proud to be a partner of Levi’s and see the Levi’s Pride Collection as a critical reminder that we all should have the right to be out, proud and visible no matter where we live, who we are or who we love.”
The campaign for the collection is a partnership from Levi’s and 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.