We have many reasons to celebrate the city of San Francisco at Levi Strauss & Co. Not only has it been our hometown since our founding over 170 years ago, but the city has also long been a safe, vibrant and welcoming space for people from around the world — including the LGBTQ+ community. That’s why this Pride Month, while our efforts span the globe and our commitment to the LGBTQ+ community is year-round, we’re drawing inspiration from our hometown — partnering with San Francisco organizations and celebrating the city’s vibrant LGBTQ+ community.
From inspiring the Levi’s® 2025 Pride Collection to serving as a backdrop for activations and volunteer opportunities, read on to discover how San Francisco has shaped LS&Co.’s Pride efforts this month.
Celebrating Safe Spaces
At LS&Co., we believe everyone has the right to self-expression — and to feel safe while doing so. We’re proud to partner with The Stud, a legendary queer bar in San Francisco, to celebrate and empower the LGBTQ+ community and to bring Pride to life for everyone in our broader community. The Stud has been a sanctuary for the LGBTQ+ community since 1966, providing a safe space for self-expression, creativity, joy and connection.
In addition to providing a grant to the nonprofit arm of The Stud to ensure it continues to be a beacon of inclusivity and resilience, the Levi’s® brand partnered with The Stud to create a limited-edition patch collection. The patches celebrate The Stud’s rich history within the queer community and are being sold exclusively at The Stud and Levi’s® Market Street store. The Stud staff, family and friends will also be marching alongside our employees at the S.F. Pride Parade at the end of the month.
The Levi’s® Tailor Shop also partnered with local tattoo artist Who (José Luis Sanabria), of Castro Tattoo on a limited-edition patch collection. Celebrating authenticity, Who brings vibrant, whimsical designs rooted in queer joy, body autonomy and cultural identity to his work. The unique set of patches will be sold in Levi’s® stores across the U.S. and Canada throughout June, while supplies last.
Celebrating the Community at Levi’s® Market Street
To round out the month, inspired by queer safe spaces and our Pride partners, the Levi’s® Market Street store will be transformed into a space for the community to come together and celebrate Pride. With support from The Stud and Who, the space will highlight lessons learned from the GLBT Historical Society during the 2025 Levi’s® Pride Collection design process, educating brand fans on San Francisco’s rich history as a safe space for the LGBTQ+ community. Consumers can also enjoy a customization bar, temporary tattoo station, interactive photo wall and both patch collections, as well as complimentary customization with any on-site denim purchase to create unique pieces for Pride. See Pride come to life at Market Street during Pride weekend, from June 27 through June 29.
Empowering our Employees
LS&Co. employees have been marching in Pride parades for the last three decades, and this year, our employees sparked our renewed sponsorship of the annual S.F. Pride Parade. On June 29, employees will march down Market Street alongside friends, family and partners from The Stud, the GLBT Historical Society and skaters from Rolling with the Homos, an Oakland-based queer exclusive skate community. Music will be provided by a DJ from The Stud.
Members of our LGBTQ+ employee resource group, Inside Out, have also volunteered throughout the month to help raise the 30th annual Pink Triangle on Twin Peaks. Perched above Castro, the group spent hours putting together the poignant symbol alongside organizers and community members. To commemorate the anniversary and honor the volunteers across San Francisco who help make it happen, LS&Co. provided a grant to the organizers.
Looking Forward
As we celebrate Pride this year, we are reminded of the importance of standing together with the LGBTQ+ community. Our Pride celebrations in San Francisco are one small way we can honor the legacy of those who have fought for and continue to champion equality.
We invite everyone to join us to celebrate Pride, whether by attending events at the Market Street store, supporting The Stud, or marching with us in the S.F. Pride Parade or at a parade in your city. Together, we can create a future where everyone is free to express their true selves and where love and acceptance prevail.
