Levi’s® has proudly supported the LGBTQIA+ community for decades. For Pride 2023, it pays tribute to the strength, history, and creativity of the community. Through a thoughtful blend of inspiring stories, members of the LGBTQIA+ community and allies are encouraged to express themselves and help others do the same through the “how do you show up?” campaign.

The Levi’s® Pride 2023 collection recognizes and emphasizes self-expression as a spectrum, non-binary and fluid. The lavender color palette pays homage to LGBTQIA+ activist groups of the 1970s and 1990s, who brought a certain explosive fearlessness to this movement with their energy. It reflects the cultural progress made by queer and trans youth today. Wherever you fall on the spectrum of self-expression, this collection is for you, from the 501® ’93 Straight in Light Indigo Destructed and the Radical Love Dress to the Liberation Trucker Vest and the Pride Bucket Hat in Deep Purple.

A global cast of LGBTQIA+ community members was documented, each with their own voice, style, and perspective on what it means when self-expression serves a greater purpose. For decades prior to this collection, Levi’s® and 501® jeans have been worn as symbols of protest, solidarity, and self-expression. During the rise of the motorcycle culture and the emergence of new faces in Hollywood in the 1950s, the 501® represented hypermasculinity. With its ubiquity and versatility that blurred the traditional boundaries between genders, the 501® itself became a symbol of rebellion.