Levi Strauss Takes A Stance
Posted in: Uncategorized
Across the country, along with celebrating Memorial Day, Levi’s is once again breaking out their white clothing line. It is now officially OK towear white shoes, white pants, and even a white belt, if necessary. However, to some Levi’s stores, not only does white symbolize Memorial Day, “the correct day” to begin wearing white, the white knot,
symbolizing solidarity for gay marriage is also on display in many stores.
Developed by Frank Voci, a digital media consultant, as a response to Proposition 8’s passage last November,the White Knot for Equality is a white ribbon tied in a knot.
Levi Strauss & Company has long supported equal rights for gays. Headquarted in San Francisco, Levi Strauss is to sponsor a programming block on MTV-owned Logo channel, and was involved in marketing “Milk,” the movie featuring the life of gay civil rights leader, Harvey Milk.
“We always try to connect to the energy and events of our time,” said Erica Archambault, Levi’s director of brand marketing and public relations. “What’s the pioneering spirit of today? A lot of people are rallying around marriage equality and fighting for that and so many individuals within our company feel so strongly about it.”
Before the Banana Republic (and knockoffs) revolution, Levi’s were the jean to wear.
However, their stance on this controversial issue may cause Levi Strauss to lose market share from the conservative side of America.
On the other hand, they are raking in a ton of publicity.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.
