Around the world this summer, Levi Strauss & Co. put its Pride on display in ways both subtle (same-sex mannequin pairings) and showy (riotously rainbow-hued store windows).
The centerpiece of the LS&Co. celebration is the Levi’s® PRIDE Collection, which this year emphasized a “Fight Stigma” message – a reminder to stand up for equality, remember those we lost and honor activists of the time who fought against stigma. All proceeds from the collection were donated to LS&Co. partner organizations Harvey Milk Foundation and Stonewall Community Foundation.
Our employees once again showed up to celebrate diversity all around the world. In the U.S., we had representation on both coasts. Nearly 300 LS&Co. corporate and retail employees, family and friends came together for the San Francisco Pride Parade, located in the hometown of the company, proudly marching as they do every year. In New York, nearly 100 corporate and retail employees gathered to celebrate the LGBTQ community alongside our local community partners.
In London, the team flew in a special guest: Stuart Milk, president and co-founder of the Harvey Milk Foundation, and the nephew of Harvey Milk. He hosted a week of activities running up to the London Pride Festival- participating in the “Fighting Stigma” panel discussion and walking with Levi’s® in the parade.
We also hit center stage in Madrid, Spain at World Pride 2017. The Levi’s® team marched in the huge and colorful Pride Parade on July 1, and hosted a three-day press trip for media and influencers. Guests visited a pop-up photography exhibition by Daniel Nicoletta (Harvey Milk’s official campaign photographer), joined the LS&Co. group in the parade, and were invited to the exclusive Levi’s® after-party in the heart of the city.
At LS&Co., we’re proud to have the opportunity to take a stand against discrimination – whether it’s marching in support, donating to LGBTQ causes and organizations, or advocating for more legal protections – and demonstrate our pride year after year, until equality is a reality for everyone, everywhere.