This Pride collection is where cowboy core meets queer joy

Levi’s celebrates Pride Month with a collection inspired by LGBTQIA+ rodeo cultureFor many queer individuals, fashion has been their safe space. It allowed them to tell their stories as they style themselves with pieces that speak to who they are. As we unfold a new Pride season, many fashion brands are unveiling rainbow-tinted collections, celebrating all kinds of self-expression. Leading the pack is beloved American clothing brand Levi’s.

For the season, Levi’s is inviting everyone to a hoe down as it launches its LGBTQIA+ rodeo culture-inspired collection. The line pays homage to the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. To do that, the brand pulled graphics and influences from its vintage pieces and archival posters and jazzed them up with rhinestones, copper thread, marbled hardware, gold-coated denim, and more.

To make a grander statement, Levi’s rounded up today’s biggest queer artists. Its Pride cast includes country musician Orville Peck, model and makeup artist Mattise Andrews, Ruxwood founder Bronze Avery, drag artist Violet Chachki, beauty photographer Paris Helena Elyte, and Bailey Salisbury and Sean Monaghan, the founders of Stud Country.

Locally, Levi’s will also participate in the Pride PH Festival 2024: Love Laban 2 on June 22 at the Quezon City Memorial Circle. The Levi’s booth will feature various activities, including pride shirt customization, a bull-riding challenge, and a meet and greet with Filipino drag artist Marina Summers.

As an extension of its support for the LGBTQIA+ community, the Levi’s® brand is also donating $100,000 to Outright International, a global organization working to advance human rights for LGBTQIA+ people all over the world. “Over the years, the Levi’s brand has consistently supported LGBTQIA+ rights and issues,” the brand stated. “From employees marching in early San Francisco Pride Parades to being one of the first companies to endorse the Equality Act, Levi Strauss & Co.

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