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Dockers Launches 2020 Pride Collection

Wednesday May 27, 2020
Dockers Launches 2020 Pride Collection
  (Source:Dockers)

In celebration of equality and pride, the Dockers brand is launching its third annual Pride collection. In honor of this collection, Dockers is making a donation to its continued partner, Stonewall Community Foundation. A not-for-profit organization, Stonewall Community Foundation focuses on strengthening the LGBTQ+ community by making smart, values-driven investments in dynamic organizations, projects, and leaders within New York City.

The Dockers 2020 Pride Collection features three unisex styles: a tank top and T-shirt — both 100% cotton — and rip-stop cotton, drawstring shorts. Offered in a distorted tie-dye print in bright purple colorways, each product features the Dockers 1986 logo with diagonal rainbow detail.

"Our message is Always Proud, acknowledging that pride is an everyday value," says Lauren Johnson, Global Head of Marketing for Dockers. "It is a true honor to collaborate with Stonewall Community Foundation and some of their partner organizations and promote their impactful and inspiring work. At Dockers, equality and inclusivity are pillars of our brand and our hope is to use our platforms to offer some positivity and sense of community during an unprecedented year."

(Source: Dockers)

Recently, Dockers connected virtually with Stonewall Community Foundation members and individuals from some of their partner organizations to talk about Pride in 2020, recognizing that COVID-19 has dramatically altered lives around the globe. Everyone shared a similar sentiment — that members of LGBTQ+ populations have found strength in the face of adversity for decades, and that Pride stands for much more than a moment — or month — in time.

"If resilience is defined as being able to adapt in times of stress, then resilience is our lifeline right now," says Jarrett Lucas, Executive Director at Stonewall. "I see so much strength being exhibited by my community right now. The LGBTQ+ population in particular experiences some serious struggles, existential threats, including violence, homelessness or not being able to meet basic needs. I think this pandemic magnifies that. But I think we will come out on the other side, perhaps stronger, more capable."

Stonewall Community Foundation invests in the LGTBQ+ community within New York City's boroughs, working with small, grassroots nonprofits and populations experiencing the greatest vulnerability. Continuing the fight for equality and LGBTQ+ rights that started with the Stonewall Riots of 1969, Stonewall Community Foundation focuses on causes like education and violence, family acceptance and health, with community participation carefully threaded throughout their work.

Since Dockers launch 34 years ago, the brand has always shared in the progressive and inclusive values of its parent company, Levi Strauss & Co., including supporting the advancement of LGBTQ+ rights. LS&Co. was the first company to offer benefits to same sex couples in 1992, outwardly supported the legalization of same-sex marriage in 2007 and was part of the coalition that supported overturning the Defense of Marriage Act in 2013.

"Given our mission and accountability to the LGBTQ+ community, it's important that we align ourselves with brands that share our values," notes Jarrett. "Working with Dockers makes sense. Advancing equality, diversity, and confidence is part of their DNA. And true to the LS&Co. ethos, they're once again rising to the occasion this year."


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