Levi’s releases 2025 Pride collection after refusing to roll back DEI initiatives

Clothing brand Levi’s has revealed its 2025 Pride collection, at a time when many U.S.A. companies are scaling back their involvement with LGBTQ+ Pride amid Trump’s attacks on DEI (Diversity, Equity and Inclusion).

According to ‘MSN’, the campaign, titled ‘Meet You In The Park,’ emphasises the significance of safe spaces for queer individuals, featuring designs inspired by traditional LGBTQ+ liberation iconography.

Based in San Francisco, the brand annually donates $100,000 (approximately £75,000) to Outright International, a global organisation dedicated to advancing human rights for LGBTQ+ people worldwide.

The Pride collection is launched just weeks after the majority of the company’s shareholders decisively rejected an effort to eliminate the company’s diversity and inclusion initiatives. In April, less than 1% of Levi’s shareholders supported a proposal to dismantle the company’s DEI programs, according to Sustainability Magazine.

The proposal was put forward by the National Center for Public Policy Research (NCPPR), a conservative think tank known for opposing corporate DEI efforts.

Levi’s stated that the 2025 Pride collection allows wearers to “express their authentic selves while honoring the collective strength found in communal spaces.”

It features a mesh top and a graphic tee displaying the inverted pink triangle, a Nazi-era symbol that was sewn onto the uniforms of gay detainees in concentration camps and later reclaimed by the LGBTQ+ community.

The collection also includes a denim jacket with the phrase “I know you know” on the back, alongside a rainbow-themed bandana patchwork design.

Additionally, there is a Levi’s Pride Icon Skirt and Pride 468 Loose Shorts, both in a vintage light wash with a black and pink tab on the back pocket. For accessories, you can also find a canvas tote with a patchwork design composed of inverted triangles in different colours.

Furthermore, Sourcing Journal reports that Levi’s is collaborating with San Francisco–based tattoo artist José Luis Sanabria of Castro Tattoo to create a limited-edition Levi’s Tailor Shop collection featuring eight embroidered patches.

The publication explains: “Sanabria is known within the Queer community for cultivating a safe, inclusive space for self-expression through the art of tattooing.”

You can shop Levi’s 2025 Pride collection here.