Levi’s Goes Country For New Pride Collection

For Pride 2024, the Levi’s® brand is celebrating queer joy through self-expression with a collection inspired by LGBTQIA+ rodeo culture from the ’70s to today. Accompanied by blissful and inspiring storytelling told by the Pride 2024 cast, the Levi’s® brand is encouraging LGBTQIA+ community members and allies to celebrate queer joy and the power of self-expression.

Western wear is part of the Levi’s® brand’s DNA, and the Pride 2024 collection takes inspiration from the queer “Rainbow Rodeos” that originated in Nevada in the ‘70s. Pulling graphics and influences from vintage Levi’s® pieces and archival posters then adding some glitz – rhinestones, copper thread, marbled hardware, gold-coated denim and more – the collection includes an extensive assortment of tops, bottoms and accessories. From the Cinched Shortstack Tee and Cropped Muscle Tank to the Liberation Western Trucker and Patchwork Vest, Western-inspired embroidery and rainbow coloring give the collection a cohesive and euphoric rodeo look. Featuring reversible styles and head-to-toe fits, this is a collection designed to mix, match and make all your own.

The Pride 2024 cast includes country musician Orville Peck; Mattise Andrews, a model and makeup artist; Bronze Avery, a musician, creative and founder of Ruxwood, an intimates brand; Violet Chachki, a drag queen (and winner of Season 7 of RuPaul’s Drag Race); Paris Helena Elyte, a beauty photographer; and Bailey Salisbury and Sean Monaghan, the founders of Stud Country, a line-dancing community.

Over the years, the Levi’s® brand has consistently supported LGBTQIA+ rights and issues. From employees marching in early San Francisco Pride Parades to being one of the first companies to endorse the Equality Act, Levi Strauss & Co. has proudly and consistently voiced its support for LGBTQIA+ community. And of course, Levi’s 501® jeans have been worn for decades as symbols of protests, solidarity, and self-expression.

As an extension of its support for the LGBTQIA+ community, the Levi’s® brand is also donating $100,000 to Outright International, a global organisation working to advance human rights for LGBTQIA+ people all over the world.

The Levi’s® Pride 2024 collection is now available for purchase on Levi’s ANZ and in select Levi’s® stores, starting from Friday, 16 February.