Levi's and Tux Creative House Draw on Queer Motorcycle Club History for Pride 2026 Campaign

Jun. 19, 2026

Levi's is celebrating Pride 2026 with a global campaign inspired by the queer motorcycle clubs that helped build visibility, community, and chosen family long before corporate Pride became commonplace.

Created with Tux Creative House and anchored by the line "Together, We Ride", the campaign and product collection take inspiration from popular LGBTQIA+ motorcycle clubs and organizations. The work arrives at a moment when many brands have scaled back Pride activity, positioning Levi's as a year-round supporter of the LGBTQIA+ community while grounding its message in community stories, documented history, and tangible commitments.

The campaign supports Levi's Pride 2026 collection, which draws inspiration from the handmade uniforms and visual codes of queer biker culture. Studded denim, leather detailing, patches, fringe, and worn-in indigo reference decades of self-expression on the road, while styling nods to the bold, leather-clad imagery that became synonymous with queer biker culture.

While photography and video production were handled by Levi's internal creative team in San Francisco, Tux Creative House developed the campaign strategy, messaging platform, creative direction, design system, and post-production approach. The agency's challenge was to create a unifying global framework that could travel across markets while staying rooted in community.

Chelsea Matthews, VP Creative & Partner at Tux Creative House said:

"Whether we're shaping a full-scale production or, as with Pride 2026, the global strategy, messaging, and design language, working with Levi's always comes back to the same things: craft, integrity, and the stories we get to weave together. We're proud of the shared values both our teams bring to every project."

 

Central to the campaign is a custom embroidered patch that serves as the primary visual device across channels. Designed in a classic motorcycle-club style, the red-and-cream patch carries the Pride 2026 identity and adapts across markets through localised versions of the campaign line. 

Tux extended the system through motion graphics and collage treatments layered onto Levi's in-house photography and film. Hand-drawn wings, stacked Polaroids, torn-paper transitions, duotone imagery, and stitched textures create a tactile, zine-inspired aesthetic that connects heritage denim with queer biker culture. The hero film builds through these collage elements before resolving on the embroidered patch as its final frame.

The work spans Levi's website and app, organic social content, retail window displays, in-store screens, tabletop merchandising, and a global toolkit designed for adaptation across markets including Amsterdam, Paris, and Warsaw. Throughout the campaign, Levi's also highlights its annual $100,000 donation to Outright International, reinforcing a strategy centred on action as much as visibility.

Members of the LGBTQIA+ community front the campaign, appearing with their names and pronouns, while Levi's positions itself as a platform for those stories instead of the protagonist.