Jeans Brands Support Pride with Denim Chaps, Masks and Rainbow Selvedge
June is Pride Month and though parades have been cancelled around the world due to the novel coronavirus, denim brands are showing their support for the LGBTQ+ community with new collections and initiatives.
Women’s workwear brand Dovetail Workwear is introducing a limited-edition “Pride Maven” jean available now for pre-order. The cut-to-order jeans were made in partnership with Cone Denim, which developed a 12-ounce rainbow selvedge denim as part of its Community Collection. True to the brand’s workwear ethos, the $159 jeans features 10 pockets, double-front knee panels and a modernized tool loop. Just 150 pairs will be made, and they will ship in September.
Shoppers can also enter Dovetail’s “Big Gay One Day Giveaway” to win a pair of the jeans and trigger a $150 donation to the organization of their choice.
For years, heritage denim brand Levi’s has worked as an ally for the community, highlighting the real-life stories of LGBTQ+ pioneers and activists in previous campaigns. Beyond themed campaigns, the brand was also the first Fortune 500 company to extend health benefits to same-sex partners in 1992.
And this year, Levi’s is once again combining activism and statement pieces—including stonewash denim chaps—to show its support.
The brand’s “Use Your Voice!” Pride collection features denim Trucker jackets in stonewashed and faded tie-dye colorways with the campaign’s graphics embroidered on the back. It also includes matching denim shorts, a clear iridescent Trucker Jacket with a holographic rainbow overlay, and a collection of graphic T-shirts and themed accessories. The collection, available now on the Levi’s website, ranges from $14.98 for boxers to $128 for a Trucker jacket.
Levi’s is partnering with photographic project Self Evident Truths to spotlight people in the community who are dedicated to creating positive change. The brand will also partner with LGBTQ+ organization OutRight Action International and donate 100 percent of net proceeds from its Pride 2020 collection to the group.
Levi’s sister brand, Dockers, is also showing its support for the community by dropping an “Always Proud” limited-edition collection and donating to LGBTQ+ organization Stonewall Community Foundation. The collection features just three unisex pieces, including a tank top, T-shirt and drawstring shorts in purple tie-dye. Each piece features a diagonal rainbow, and is immediately available on the Dockers website. Prices range from $22-$38.
L.A-based denim brand Citizens of Humanity is celebrating Pride Month with two limited-edition face masks designed by Simon and Nikolai Haas. The project is part of the brand’s continued artist mask series, which has previously featured work from tattoo artist Dr. Woo.
The design for the Pride masks, which feature a colorful cat mouth, was inspired by the artists’ recently released children’s book. Citizens of Humanity will donate 100 percent of proceeds to the Los Angeles LGBT Center, and masks will be sold for $16 on the Citizens of Humanity website beginning June 1.
Sourcing Journal. June 1, 2020. Written by: Liz Warren, Image: Courtesy