Levi’s is rolling out its Pride 2024 collection, inspired by the LGBTQIA+ rodeo scene from the ’70s. It’s a throwback to the “Rainbow Rodeos” of Nevada, but with a modern twist. Think vintage Levi’s with a dash of glitter—rhinestones, copper, and even gold denim. The lineup includes everything from tees and tanks to trucker jackets and vests, all featuring Western embroidery and rainbow colors for a fun rodeo vibe.

The faces of Pride 2024 are as eclectic as the collection: country singer Orville Peck, makeup artist Mattise Andrews, musician Bronze Avery, drag queen Violet Chachki, photographer Paris Helena Elyte, and dance community founders Bailey Salisbury and Sean Monaghan. They’re not just models; they’re storytellers, sharing what pride and self-expression mean to them.

Levi’s isn’t new to supporting LGBTQIA+ rights. They’ve been part of Pride parades since the beginning and were early backers of the Equality Act. Their 501® jeans have long been a symbol of protest and personal expression.

This year, they’re also donating $100,000 to Outright International to support LGBTQIA+ human rights worldwide.

Check out the campaign images below:

 

You can find the Pride 2024 collection on Levi.com and in select Levi’s stores.