Levi’s 2019 Pride capsule collection

Nicky Rowsell, marketing manager at Levi’s ANZ, says the fact that the Pride Collection is “super popular” speaks to the way its customers connect with the brand’s values.

“I do think customers connect positively with brands that demonstrate an authentic connection with community and creating change for social good,” she says.


“By letting our company voice be heard, we act as a force for change, supporting the movement toward an equitable society for all.”

Alongside a campaign that celebrates the idea of finding or creating your own family and supportive community, the collection feels especially relevant in a time when being “woke,” has never been so in fashion.

According to the Business of Fashion’s (BoF) 2019 State of Fashion report, fashion businesses must now more than ever evolve to meet the younger generations’ passion for social and environmental causes.

As the BoF notes in its distillation of key trends for the year, “consumers from some, but not all markets will reward players that take a strong stance on social and environmental issues beyond traditional CSR.”


Meanwhile recent research from Pew found that millennials are willing to pay more for an eco-friendly product and are 80 per cent more likely to want to work for a company with sustainability practices at the core of its business.

Not recognising this shift toward consumers aligning their values to purchases could mean missing out on serious purse power. Millennials are set to be worth $31 trillion collectively by 2020. 

What’s more, the consequences of not being seen as in touch with values of contemporary young consumers can prove substantial.

The ongoing backlash to luxury Italian fashion house Dolce & Gabbana is one such example.


In November Stefano Gabbano, one half of the design duo, was embroiled in a racism scandal ahead of the brand’s fashion show in Shanghai. The show was subsequently cancelled and the brand has been dropped from high profile retailers such as Net-a-Porter and Alibaba.

Two months after the scandal the Business of Fashion reports that the brand is still frozen out of China.

An incidence of consequence given that China makes up almost a third of the global luxury market. 

The Levi’s Pride Collection is available at David Jones, Myer and at levis.com.au this week.

Annie Brown is a lifestyle writer at The Sydney Morning Herald and The Age.

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