Levi Jeans and Solidarity with the Marriage Equality Movement

by Michael Jones · 2009-05-27 08:35:00 UTC
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Levi'sLevi 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?

Michael Jones is a Change.org Editor. He has worked in the field of human rights communications for a decade, most recently for Harvard Law School.
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