Levi's denim company has pledged more than a million dollars to gun control organizations in an effort to curb the gun violence in the "very communities where we live and work."
The brand best known for its jeans is taking the same gamble as Nike: betting that by getting woke, they'll avoid going broke, building up goodwill with social justice-focused consumers who want brands they wear to match up with the ideals they espouse.
Levi Strauss and Company announced the move in Fortune magazine through a letter from its CEO, Chip Bergh, defending the move before Levi's even came under scrutiny.
Bergh said the brand “simply cannot stand by silently when it comes to issues that threaten the very fabric of the communities where we live and work.”
“You may wonder why a company that doesn’t manufacture or sell guns is wading into this issue, but for us, it’s simple,” Bergh continued. “Americans shouldn’t have to live in fear of gun violence. It’s an issue that affects all of us — all generations and all walks of life."
Bergh claims that his role as CEO of a “values-driven company" obligates him to speak out on the issue. He also took a swipe at Supreme Court nominee Brett Kavanaugh, who suggested that instead of curbing Second Amendment rights to prevent school violence, local communities should consider "hardening" soft targets.
"We can’t insulate ourselves from every threat," Bergh wrote. "We can’t 'harden' every place we gather — whether it be our schools, workplaces, shops, churches, or entertainment venues. But we can take common-sense, measurable steps — like criminal background checks on all gun sales — that will save lives."
The company will partner with — of course — Everytown for Gun Safety in its efforts, and Bergh will join a coalition called "Everytown Business Leaders for Gun Safety."