Levi Jeans and Solidarity with the Marriage Equality Movement

categories: Gay Marriage, LGBT Rights and Business, Marriage Equality

Published May 27, 2009 @ 08:35AM PT

Levi's Levi Jeans used to have a slogan, "Quality never goes out of style." You know what else never goes out of style? Supporting civil rights.

Which is why it's great to see Levi's launch a new ad campaign with a direct tie-in to the marriage equality movement. In more than 20 stores, mannequins adorning Levi’s jeans and shirts will be fitted with White Knots, a symbol of solidarity with the same-sex marriage movement. The White Knot became a symbol of marriage equality after the passage of Prop 8 in November 2008. Since then, celebrities from Anne Hathaway to Dave Grohl have adorned them to show their support for LGBT rights.

Here's someone from Levi's public relations shop with why the company is undertaking the campaign: "We always try to connect to the energy and events of our time. 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."

Levi's has a history of supporting LGBT rights, from taking ads out on LGBT television, to even signing onto an amicus brief last year challenging the validity of Prop 8. But beyond that, isn't it awesome to see a company - within 24 hours of what many would see as a devastating blow to gay rights - not backing down in their support for same-sex marriage?

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The Levi Jeans company is doing the correct by supporting the necessary LGBT right of same-sex marriage. In addition, it's great to see the symbolic White Knot on their mannequins for the support of the LGBT rights movement. Signing an amicus brief to the California Supreme Court against the intolerant Proposition 8 was great because it's good to see a company go in the correct direction unlike the intolerant CEO of Rockstar.

Posted by Edwin Bonilla on 05/27/2009 @ 02:43PM PT
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Thanks for this knowledge. From now on, whenever I buy jeans or shirts, they will be only Levi's

Posted by Peter Tantakarn on 05/28/2009 @ 08:39PM PT
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Wish I fit Levi's jeans... but... sadly... they tend to be too long on me and not fit my thighs well. But, if I could wear them, they'd be the main jean in my dresser. (I never use the closet)

Posted by Amber Bauer on 05/28/2009 @ 08:59PM PT
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They have shirts :)

Posted by Peter Tantakarn on 05/30/2009 @ 10:21PM PT
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Yep...Levis has always been my favorite brand too and now...Even more so. :)

By the way...If you want your own white knot then please visit http://www.whiteknot.org

Blessed be.

Posted by Thomas McHugh on 06/24/2009 @ 02:29PM PT
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Michael is the Communications Director for the Human Rights Program at Harvard Law School, and previously was Communications Director for Pax Christi USA, a progressive Catholic human rights organization.