Levi Strauss is a well known jean company that many firearm owners and hunters have supported. Levi Strauss have now put themselves on the never-to-purchase-from-again list after declaring they will be bankrolling a new gun control group.
Levi Strauss has historically been one of those brands that like to evoke the cowboy image. They love for people to think its jeans are as tough as the people who wear them; not anymore.
However, cowboys are more than just tough. They are law abiding firearms owners.
That’s part of the image that Levi Strauss has opted to leave behind, and that’s fine. Why alienate part of your customer base by embracing something that will push them away? That appears to be their logic anyway.
Levi Strauss announced on Tuesday it would be creating a new gun-control group with billionaire Michael Bloomberg and donating millions of dollars to a collection of established gun-control groups.
The clothing company said it would be partnering with Everytown for Gun Safety and Michael Bloomberg to form Everytown Business Leaders for Gun Safety ina blogposton their website. It also said it would set up the Safer Tomorrow Fund, which Levi Strauss said would direct more than $1 million over the next four years to “fuel the work of nonprofits and youth activists who are working to end gun violence in America.” The company went on to say it would begin doubling the amount it matches for employee donations to gun-control groups aligned with the fund and pushed employees to use their five hours a month in paid volunteer time at the gun-control groups.
Levi Strauss said while they had already requested customers not carry firearms in their store in 2016 and had supported gun-control initiatives in the past, they felt they needed to become more politically involved in the issue.
“We have a gun violence epidemic in America, and companies like ours—that operate in American communities—can no longer watch from the sidelines,” a Levi Strauss spokesperson told theWashington Free Beacon. “Although LS&Co. has taken some action to support gun-violence prevention over the last two decades, we believe there is a bigger role that business can play in effecting real change. Through our newly established Safer Tomorrow Fund and involvement in the Everytown Business Leaders for Gun Safety coalition, we hope to catalyze others to join us and be part of stemming gun violence in this country.”
And just like that, I’ll never own another stitch of Levi Strauss clothing again in my life.