Levi’s encourages proper pronoun use with new Pride collection

Since the inception of Levi Strauss & Co in 1853, the Levi’s company has strived to celebrate and normalise equality, inclusiveness and progress.

It integrated its factories during the 1950s, before the United States Federal government made desegregation a law, and also worked to overturn Proposition 8, which previously banned gay marriage in California. And again in 1992, Levi’s® was the first Fortune 500 company to extend health benefits to same sex partners.

For Pride 2021, Levi’s® aims to encourage empathy and inclusivity with an inspirational new Pride collection celebrating the LGBTQIA community and exploring the importance of learning and respecting proper pronoun use.

Called “All Pronouns. All Love,” it’s a collection focused on stories of big love, understanding, and optimism. 

100% of net proceeds from Levi’s® Pride 2021 collection will go to OutRight Action International. This is the third 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. 

“We find it so important to see people as they want to be seen. Which is why this year, our goal is to showcase the Pride collection with a call you can’t ignore: Respect all pronouns.” —Jen Sey, President, Levi’s® Brand 

Created as a love letter to the members LGBTQIA community, the 2021 Levi’s® Pride collection features a unisex range of modern styles, with different versions of new rainbow graphic that’s inspired by the waving rainbow flag of the Castro district in San Francisco.

Notable pieces in the collection include the Liberation Trucker Jacket, a light wash indigo jacket with rainbow paneling on the back with the words “they/them, she/her, he/him, we,”, the Liberation Short-All, a light wash short overall with rainbow graphic detailing on the buttons and front and back patch and the Liberation Jumpsuit in white canvas with “they/them, she/her, he/him, we” printed on the back in holographic rainbow foil.

And to round out the collection there’s also two graphic tees, a tank, a relaxed graphic crew and sports bra all featuring the eye catching rainbow print. We love it!

The full collection is available from the 10th February at Levi’s Sylvia Park, Wellington and Dunedin, and online at Levis.co.nz

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