LS&Co. Shows our True Colors for Pride Month

Levi Strauss & Co.
June 10, 2014

LS&Co. has long been a supporter of equality for people of all sexual orientations. It’s just one of the ways we live out our company values of empathy, originality, integrity and courage in our business and in the communities in which we operate.

It’s a cause we’ve supported within our walls by stepping forward to become the first Fortune 500 company to grant domestic partnership health benefits — a practice now followed by many corporations and public agencies.

And it’s a cause we’ve fought for in our larger society through our public policy advocacy and our work in the community. Not just because it’s good business, but because it’s the right thing to do.

In 2007, we were the only California business to file an amicus curiae (friend of the court) brief with the California Supreme Court in support of marriage equality. In 2013, LS&Co.. was proud to join the broad coalition of marriage equality supporters urging the U.S. Supreme Court to recognize fundamental right of all Americans to marry — an effort that proved successful. We have been advocating for the passage of the Tax Equity for Domestic Partner and Health Plan Beneficiaries Act, which would provide uniform tax treatment for all U.S employees. And just this year, we’ve signed on to several marriage equality amicus briefs at the state level.

Now, we’re taking it to our stores. This month, as part of Lesbian, Gay, Bisexual and Transgender (LGBT) Pride month, we’ve created Pride-themed T-shirts, tanks and baseball caps. The tops feature a design inspired by a logo from the Levi’s® for Gals line, which started in the late sixties, and the caps sport a rainbow version of the Levi’s® batwing.

The collection will be on sale in June at select stores in New York City, Los Angeles, San Francisco, Chicago and Washington, D.C., with the profits going to Pride organizations in those areas. In the San Francisco Castro and Market Street stores, we’ll also be giving away a rainbow batwing patch — the perfect addition to a Trucker jacket, if you ask us.

Stay tuned for more LS&Co. Pride coverage over the course of the month!

Pride shirts