Levi's Pride


Levi's Pride, OMD, Queer Britain, Guardian and gal-dem / Levi's
"Levi’s have played an authentic role at the heart of the LGBTQ+ community for decades, supporting the historically marginalised, and acting as a proud uniform of rebellion and queer identity. With more and more brands jumping on the bandwagon for a momentary, inauthentic moment during Pride, we wanted to take the high-ground, staking out a space that felt authentic and had longevity.

We spotted an opportunity to explore what LGBTQ+ family means, using the scale of Levi’s audience to bring the topic into the spotlight and challenge stereotypes along the way."