Levi's Australia has launched its Pride collection for 2021 titled All Pronouns. All Love.
The collection features a range of unisex styles with different versions of new rainbow graphic, and includes the brand's famous Trucker Jacket as well as tees, overalls, suspenders and a jumpsuit.
Alongside the product, Levi's Australia has teamed up with Minus18, an Australian organisation dedicated to supporting LGBTQIA+ youth, to create an educational resource on pronoun use.
The resource co-created by Levi's and Minus18 sheds light on the topic of proper pronoun use, providing simple tips that Aussies can use to bring inclusion into their day-today lives and show allyship to the LGBTQIA+ community.
Minus18 Education Team spokesperson Alvi Ahmed welcomed the partnership with Levi's.
"Minus18 are champions for LGBTQIA+ young people across Australia and we’re proud to have co-created this Gender-Inclusive Language resource with Levi’s.
"This resource was designed to educate allies to take action in supporting the LGBTQIA+ community," he said.
According to Minus18, 21.2% of Australian high school students identify as LGBTQIA+, while 75% of Aussie LGBTQIA+ youth have experienced bullying or discrimination.
Levi's ANZ head of marketing Trent Bos said that the commitment to learning more about how to become more inclusive extends right through the business and beyond the Pride Collection.
"Our partnership with Minus18 reflects Levi’s enduring commitment to championing equality and self-expression in all that we do.
"Using gender inclusive language is a powerful way to respect and celebrate our diverse identities and we hope that this co-created resource helps to educate Australians on how we can all show allyship with the LGBTQIA+ community.
"From helping to raise funds for the Minus18 Queer Formal, co-creating an educational resource to accelerate pronoun education and understanding, alongside workshops and training sessions with our Levi’s teams to upskill ourselves on becoming even more educated and inclusive… we believe that accelerating progress towards genuine equality is everyone’s responsibility and we’re proud to keep on learning, growing and endeavouring to make a positive impact where we can," he said.
On an international scale, Levi's has teamed up with OutRight Action International, an organisation that works to advance the rights of LGBTQIA+ people all over the world.
Levi's brand president Jen Sey said that this year's Pride collection comes with a message all should heed.
"Levi’s has a long-standing history of doing right by its employees and fans and supporting the LGBTQIA community.
"We are proud to celebrate the LGBTQIA community each year with our Pride collection and by participating in Pride events across the globe.
"We find it so important to see people as they want to be seen.
"Which is why this year, our goal is to showcase the Pride collection with a call you can’t ignore: Respect all pronouns," she said.
100% of net proceeds from Levi's Pride 2021 collection will go to OutRight Action International.
The Levi's Pride collection is available now and retails for between $49.95-$199.95.