This year, Levi Strauss & Co. is once again showing up alongside members of the LGBTQ+ community to celebrate Pride through its annual Levi’s® Pride collection, sponsorships of Pride parades and donations to organizations championing equality. These efforts are designed to honor and uphold decades of solidarity with the LGBTQ+ community and a long-held commitment to equality for all.
Read on to discover how we’re bringing Pride to life this month.
An Homage to History
The 2025 Levi’s® Pride collection centers around the themes of togetherness, safe spaces and resilience, all of which have been fundamental to LGBTQ+ communities over the past half century and beyond. Following extensive archival research, the collection was crafted with great care by Levi’s® designers — many of whom identify as part of the LGBTQ+ community themselves — and includes nods to significant moments of LGBTQ+ history. Designs throughout the collection honor efforts by the community to reclaim and redefine symbols that have had different and at times fraught meanings over time but continue to carry profound significance today. This includes the upside-down pink triangle, a symbol once used to call out and persecute LGBTQ+ individuals but later reclaimed by pioneers like Harvey Milk and residents of San Francisco’s Castro neighborhood to signify remembrance, resilience and pride.
“This collection is for the community, from the community,” said Cristobal Aleman, a lead designer on the collection. The team consulted with the GLBT Historical Society in San Francisco and other local queer institutions, he added, studying buttons, posters and clothing from the 1970s through present day. “We pulled iconography from past eras because we wanted to honor our history and San Francisco’s history as a safe space for people from all over the country.”
To model the collection, the brand partnered with individuals who embody style and the spirit of community. The campaign, titled “Meet You in the Park,” features country musician Shayne Gottlieb, co-founder of They Move, a community movement practice in Los Angeles; Nora Foss, an artist, musician, chef and operations specialist; Malia Spanyol, owner of MOTHER, a queer neighborhood bar in San Francisco; Sadyr Diouf, a DJ, producer, model and actor; and Alicia Sadler, a writer, director, artist, producer and art director.
Additionally, Levi’s® partnered with San Francisco–based tattoo artist José Luis Sanabria of Castro Tattoo on a limited-edition Levi’s® Tailor Shop collection, featuring six embroidered patches that champion queer joy and celebrate self-expression.
The 2025 Levi’s® Pride collection is available for purchase on Levi.com and in select Levi’s® stores. The Tailor Shop collection can be found at Levi’s® Tailor Shops across the U.S. and Canada in June, while supplies last.
Supporting Communities Around the Globe
In addition to the collection, LS&Co. is also proud to support Pride this month by organizing global volunteer events, hosting activations and giving back to community organizations. The brand is sponsoring the San Francisco Pride Parade and the Warsaw Pride Parade in Poland, and from June 12 through June 30, visitors in Poland can stop by the Queer Icons exhibit at QueerMuzeum Warszawa to view pieces from the Levi’s® Archives worn by LGBTQ+ icons such as Elton John. In partnership with our employee resource groups, we’re also organizing month-long employee volunteer opportunities at the parades and with local community organizations.
LS&Co. is also giving to organizations championing equality and nondiscrimination. This year’s Levi’s® Pride collection supports Outright International, a global organization working to advance human rights for LGBTQ+ people around the world, and Dockers® is once again supporting the Stonewall Community Foundation with an annual donation. The company has also made grants to The Trevor Project, a nonprofit aiming to drive awareness around LGBTQ+ youth mental health and work to change hearts and minds across the U.S., and to GiveOut, an organization working to further advance human rights in Asia and Europe. And the Levi Strauss Foundation is funding organizations like the Border Butterflies Project to support the needs of LGBTQ+ migrants and Spark Reproductive Justice Now, which trains young queer individuals to become leaders in their communities.
While many of these initiatives are tied to Pride Month, championing LGBTQ+ equality is neither new nor a one-off effort for us.
“We do this because it is core to who we are as a values-led company, a San Francisco-based company and a company that has stood in solidarity with the LGBTQ+ community for decades,” said Lance Relicke, VP, Global Brand Experience, and the executive sponsor and longtime member of the Inside Out ERG. “It means so much to people in and beyond the company, and it’s extremely gratifying to see all the efforts of the past honored and upheld today.”
