The foundational legacy of Levi Strauss and his invention of the Jean in 1873, continues to pioneer the fashion industry, today.

As an active board member of Levi’s, descendant of Strauss, and San Francisco native, Rachel Lizotte saw a potent path for Levi’s to extend as a brand. Aligning with the values modernity demands, alongside Lizotte’s personal life experience as a transitioned, gender-affirmed woman, Lizotte held the door open for a new era of the denim industry.

Lizotte recounts feelings of comfort, security, and confidence, as a child while wearing ‘hand me down’ Levi’s from her parents. Amidst Rachel’s transformation into her authentic self, nostalgic emotions bubbled back to Rachel’s forefront in the form of inspiration, passion, and ingenuity. Lizotte realized that Levi’s always remained a constant in her life, providing support where she desired it most, and when she needed it most.

Rachel Lizotte’s epiphany sparked the birth of her passion project known today as Levi’s Affirm. Aiming to take her personal insight to the next level, Lizotte launched the plethora of Levi’s gender-affirming underwear, so that individuals alike, and different, could continue to find comfort where it matters while holding true to the foundation Levi Strauss compassionately sought to nurture.

Affirm Underwear is a brand extension for Levi Strauss & Co. to create an Inclusive Underwear Line.