Levi’s releases its Pride collection called Rainbow Rodeo. Levi’s has a history of supporting the LGBTQ+ community with its annual Pride collections. Rainbow Rodeo is an extension of the Live in Levi’s ethos. The collection is a modern-day ode to the LBGTQIA+ rodeo culture from the 1970s. Levi’s makes an annual $100,000 donation to Outright International, a global organization that works to advance right for the Queer community all over the world.
The Rainbow Rodeo collection includes Reworked Denim on Denim, Not Levi’s First Rodeo, and From Head-to-Toe.
Levi’s was founded in the early 1850s in San Francisco during the height of the Gold Rush. Initially, its product was manufactured for the average American worker. The style evolved and was no longer for working but for everyday wear.