Honoring The Rebels this Pride 2026 with Levi’s

Levi's Pride 2026 honors the rebels who dare to take the road less traveled. Inspired by queer motorcycle clubs, the collection embodies their spirit as trailblazers, carving out spaces for all to follow.

Anchored by the line Together, We Ride, the campaign positions Levi’s as a year-round supporter of the LGBTQIA+ community, grounding the work in real community stories, documented history, and tangible commitments.

While Levi’s in-house team led photography and film production out of San Francisco, we developed the global strategy, messaging platform, creative direction, design system, and post-production approach — building a framework that could travel across markets while staying rooted in community. At the center is a custom embroidered patch that became the campaign’s primary visual device: a classic red-and-cream motorcycle-club design that carries the Pride 2026 identity and adapts market to market through localized versions of the line. We extended the system through motion and collage — hand-drawn wings, stacked Polaroids, torn-paper transitions, duotone imagery, and stitched textures — for a tactile, zine-inspired aesthetic that connects heritage denim with this community’s legacy.

Across web, social, retail, and a global toolkit built for adaptation from Amsterdam to Paris to Warsaw, the work keeps the community at its center — with members of the LGBTQIA+ community fronting the campaign under their own names and pronouns, and Levi's showing up as a platform for those stories rather than the protagonist. For us, no matter where we plug in, it always comes back to the same things: craft, integrity, and the stories we get to tell together.