This from a statement on the Levi Strauss official blog.
Levi Strauss & Co. has long been known as a pioneer of the American West, one of the great symbols of American freedom. A company born in 1853, we’ve seen and been part of some of the biggest transformational movements that have shaped U.S. culture.
As an iconic global company, we know that what we say and do matters. In 2016, we heard from a number of our retail employees who expressed concerns over consumers carrying guns in our stores. That same year, we had an incident where a consumer accidentally shot and injured himself while trying on a pair of jeans. These events prompted our CEO, Chip Bergh, to write an open letter asking gun owners not to bring firearms into our stores, offices or facilities. While not everyone agreed with our decision, we stood firm because we have never been afraid to take an unpopular stand to support a greater good.
We are inspired by the young people who are speaking up on America’s gun violence epidemic. It’s an issue that affects all of us in this country and is all too prevalent in daily life – whether it be our children participating in active shooter drills at school, worries about our own safety at work or in our community or, most tragic of all, someone we know being hurt by the daily gun violence in this country (one quarter of Americans say they have been directly affected by gun violence).
So they partnered with Everytown.
A brand once associated with cowboys, and by extension the Colt revolver, has gone full anti gun.
It’s a good thing the brand has devolved into hip pants for people who think work is typing a screenplay at Starbucks.
Still, there are a lot of parents who might be tempted go buy Levi’s for their kids.
Knowing that Levi’s is now the official pants of David Hogg, its interesting to see what this does to their bottom line.
Update: there had been a lot of brand discussions in the comments.
Round House brand jeans are made in the USA and are done in the same style as Carhartt Workwear. Just in case you want to support an American company and American workers.