For Levi’s® Pride 2025, we partnered with San Francisco-based tattoo artist and designer Who (a.k.a. José Luis Sanabria) to create a limited-edition patch collection that celebrates joy, creativity and safe spaces. Originally from Puerto Rico, Who brings a bold, whimsical energy to everything he touches—mixing classic tattoo linework with playful fruits, sweet animals and psychedelic color palettes.
His designs are more than decoration—they’re declarations of identity, love and individuality. Through this partnership, Who invites everyone to wear their truth proudly—one patch at a time.
MEET THE ARTIST
Tell us a bit about your journey as an artist—what brought you to tattooing, and how did your path lead you from Puerto Rico to San Francisco?
I got my first tattoo by a Venezuelan artist in Europe. I was fascinated by the process and inspired by meeting a fellow Latin American in the diaspora. I went back home, bought tattoo equipment and started practicing. Then Hurricane Maria hit in 2017 and my boyfriend and I moved to California to find better opportunities. We’ve been in the Bay ever since.
You mentioned your style blends American traditional simplicity with whimsical, trippy influences—what inspired you to create this mix?
I’ve always loved weird cartoons, pop culture, and folk art. There’s something about the balance of beauty and the grotesque—life and death, cute and creepy. American traditional tattooing gives me that nostalgic, bold structure, and I add my own twist with color and playfulness.
Color seems central to your work. What do vibrant colors represent for you personally, and how does that play into your idea of a safe space?
Color is happiness. It’s hope in a dark world. For me, safe spaces are where you can show up fully as yourself—and color is one of the ways I do that. That’s what tattooing is for me. That’s what this Levi’s® partnership is too.
Vibrant colors represent positivity in a dark world. Hope.
– WHO
Can you recall a specific moment in San Francisco where you first truly felt that kind of safe space?
The first time I walked into a queer tattoo shop here, I felt instantly welcomed. It was completely different from the macho, male-dominated spaces I had experienced before. Spaces like Black & Blue and Castro Tattoo made me feel like I belonged.
Your work often features playful fruits, vegetables and cute animals. How do these characters tie into your story—and the queer community?
I love nature and food. Fruits are colorful and delicious—nothing wrong with being a lil fruity! Vegetables keep you strong. And animals have always had a special place in my heart. These characters symbolize joy, resilience, and softness. They’re parts of me I want to share.
I want people to feel empowered, excited, and cool. Just like getting a fresh tattoo.
– WHO
What excites you most about bringing your tattoo art to life through fashion and patches?
It’s been a dream. Fashion is a statement. Patches are personal. I love the idea that someone will find a patch that speaks to them and use it to make their Levi’s® their own
Why is it so meaningful to work in queer-centered spaces, especially with women and gender-diverse communities?
Because the tattoo world still struggles with toxic masculinity and homophobia. Places like Castro Tattoo are safe bubbles. I trust that my clients will be treated with respect—and they know they can be themselves here.
Consent is key. Trust is everything.
– WHO
How has your Puerto Rican identity shaped your artistic expression? And what has the queer community in San Francisco given you?
Puerto Rico is so colorful—green mountains, blue sky, ocean, fruit. It’s in everything I create. Being part of the diaspora, it’s important to share where I come from. San Francisco has given me space to do that freely, and to grow.
What story do you want people to carry with them when they wear your patches?
I want them to feel like they just got a new tattoo—cool, proud, joyful. I hope they see themselves in the work and make it part of their own story.
What does this partnership with Levi’s® mean to you?
It means everything. It means queer people matter. It means we have a voice. To have my work as part of this brand’s Pride story—it’s an honor.
If you could give your younger self a message about finding safe spaces and living authentically, what would it be?
You are a baddie! I love you so much. Life gets better, baby.
Photography by Dominic Saavedra