Before you dedicate all of your boycotting to Nike, you may want to save some space in your consumer activist schedule for Levi Strauss. The nation’s top denim company announced this week that they are going into the gun control business with none other than anti-firearms billionaire Michael Bloomberg. Called Everytown Business Leaders for Gun Safety (insert eyeroll here), the company will be on the front lines of gun activism for the foreseeable future. They will also be rolling out a new donation slush charity called Safer Tomorrow Fund, which will donate to other gun control groups like Bloomberg’s Everytown for Gun Safety, Gabby Giffords’ anti-gun group, and others.
In an op-ed explaining the new initiatives, Levi Strauss CEO Chip Bergh said he was aware that the company was entering politically fraught waters but had decided he could not stand by and “do nothing” about the growing problem of gun violence.
“We can’t take on every issue,” Bergh wrote. “But as business leaders with power in the public and political arenas, we simply cannot stand by silently when it comes to the issues that threaten the very fabric of the communities where we live and work. While taking a stand can be unpopular with some, doing nothing is no longer an option.”
He went on to compare those who defend the Second Amendment and gun rights to people clamoring for segregation in the divided South of the pre-1960s.
“As a company, we have never been afraid to take an unpopular stand to support a greater good,” Bergh wrote. “We integrated our factories in the American South years before the Civil Rights Act was passed. We offered benefits to same-sex partners in the 1990s, long before most companies did. We pulled our financial support for the Boy Scouts of America when it banned gay troop leaders. While each one of these stands may have been controversial at the time, history proved the company right in the long run. And I’m convinced that while some will disagree with our stand to end gun violence, history will prove this position right too.”
Not 100% sure that history has “proved” Levi “right” on some of those, but we’re sure that’s the case in whatever liberal bubble that Bergh travels in. That’s the thing about history and social trends: Just because most people now agree that such-and-such is morally correct…it doesn’t actually mean anything. It just means that’s what most people believe. Anyway, we digress.
Point is, Levi Strauss is now going to be actively fighting alongside Bloomberg and Shannon Watts and the rest of the loony left to make America a gun-free nation. Worth keeping in the back of your mind next time you’re shopping for a pair of jeans.