Explore The NRA Universe Of Websites

APPEARS IN News

Levi’s Teams with Billionaire Michael Bloomberg to Attack Gun Rights

Friday, September 7, 2018

Levi’s Teams with Billionaire Michael Bloomberg to Attack Gun Rights

Levi Strauss & Co. established its brand in the mid-19th century by selling durable clothing to working-class Americans. As Levi’s signature jeans gained popularity amongst a wider set in the middle of the last century, the pants came to symbolize American freedom. As Stanford Historian Niall Ferguson points out in his book, Civilization: The West and the Rest, during the Cold War, the American pants were so desirable behind the Iron Curtain that citizens would break any number of laws to obtain them. At one point the company even celebrated America’s armed heritage in a circa 1950 advertising brochure, “Levi’s Gallery of Western Guns & Gunfighters.” It’s with some irony then that Levi’s has abandoned this rugged image to team up with a billionaire oligarch in an effort to empower the government to trample upon the fundamental rights of the American people.

On September 4th, Levi’s CEO Chip Bergh announced that the San Francisco-based clothing manufacturer (which also owns Dockers) would openly advocate for gun control. As part of this campaign, the company will donate more than $1 million to radical anti-gun groups, including Michael Bloomberg front-group Everytown for Gun Safety and Giffords, formerly Americans for Responsible Solutions and the Legal Community Against Violence. The company will also match employee donations to these groups and is encouraging its staff to devote their time to anti-gun activism.

Further, Bergh stated that the company has joined the Everytown Business Leaders for Gun Safety. The business wing of Bloomberg’s outfit is dedicated to leveraging member companies’ “market footprint… employee networks, [and] public communications platforms” to diminish Americans’ Second Amendment rights.

In a repulsive insult to the nation’s 100 million gun owners, Bergh likened Levi’s campaign to restrict the rights of law-abiding Americans to previous company efforts aimed at combatting pre-Civil Rights Era racial bigotry.

Among gun owners, Levi’s intemperate foray into the world of gun control politics has been met with the disgust it deserves. However, it shouldn’t be met with surprise.

Since the late 1990s, Levi’s has used its name and resources to attack gun rights. In 1999, the company gave $100,000 to gun control group PAX, followed by a $250,000 donation in 2000 and another $100,000 in 2001.

PAX was founded in 1998 by Dan Gross, who went on to become president of the Brady Campaign to Prevent Gun Violence. PAX would go on to change its name to the Center to Prevent Youth Violence and later merge with the Brady Campaign.

Much like Bloomberg’s Everytown, PAX placed an emphasis on attracting corporate partners to their gun control efforts. As part of Levi’s relationship with PAX, in 1999 the apparel company teamed up with the band Goo Goo Dolls to attract support for the anti-gun group during the Levi’s Fuse ’99 summer concert tour. Concert goers, and visitors to Levi’s website, were encouraged to sign the PAX Youth Petition. Moreover, the denim company donated a percentage of all Levi’s Fuse ’99 t-shirt proceeds to the gun control group.

The PAX Youth Petition endorsed a variety of severe gun control measures that have repeatedly been rejected by the American public through their elected representatives. The document called for the “licensing and registration of guns, like automobiles.” The petition also demanded the “elimination of assault weapons and other weapons of war.” As the 1994 Clinton “Assault Weapons” ban was in place at the time of the petition, this imprecise demand appeared to call for prohibiting the sale of the remaining lawful semi-automatic firearms, confiscation of the firearms grandfathered under the ban, or both.

Given the majority of Levi’s 165-year history, Bergh’s decision to use a formerly-quintessential American company to attack a quintessential American right is a particularly sad episode in the current surge in corporate virtue-signaling. We can only assume that Levi’s accountants have determined that resulting skinny jeans sales will be enough to offset the permanent damage to their once-cherished brand.

 

TRENDING NOW
Court Rules Second Amendment Prohibits Federal Pre-Conviction Firearms Ban

News  

Monday, September 26, 2022

Court Rules Second Amendment Prohibits Federal Pre-Conviction Firearms Ban

Last week, a federal judge in the Western District of Texas ruled that a law which prohibits the acquisition of firearms by someone who is under felony indictment violates the Second Amendment. The decision to ...

More Pushback on Credit Card Surveillance of Firearm Buyers

News  

Monday, September 26, 2022

More Pushback on Credit Card Surveillance of Firearm Buyers

As we’ve previously reported, on September 9, the International Organization for Standardization (ISO) approved a Merchant Category Code (MCC) for firearm retailers. MCCs enable payment processors and banks to categorize, monitor, and collect data on various types of ...

Illinois Sets the Stage for Possible Unprecedented Crime Wave

News  

Monday, September 26, 2022

Illinois Sets the Stage for Possible Unprecedented Crime Wave

As part of a criminal justice “reform” effort, the state of Illinois is preparing to unleash the first statewide no-cash bail law, which will go into effect on Jan. 1, 2023, and the ramifications could ...

Update: Further Dispatches from New York’s War on Guns

News  

Monday, September 26, 2022

Update: Further Dispatches from New York’s War on Guns

Speaking about her new gun control legislation, New York State Governor Kathy Hochul claimed that “we took swift and thoughtful action to keep New Yorkers safe…. we will continue leading the way forward and implementing ...

Shipping Companies Prohibit the Lawful Shipping of Firearms

News  

Monday, September 19, 2022

Shipping Companies Prohibit the Lawful Shipping of Firearms

Wondering what federal law says regarding individuals who do not have a Federal Firearms License (FFL) that need to ship firearms? Well, if you go to the website for the Bureau of Alcohol, Tobacco, Firearms and ...

South Carolina: The City of Columbia Passes More Unconstitutional Gun Control

Friday, September 23, 2022

South Carolina: The City of Columbia Passes More Unconstitutional Gun Control

Last week, the Columbia City Council passed Ordinance No.: 2022-080 to require its residents to report their lost or stolen firearms to the police within 24 hours or face up to a $500 fine. This is ...

Brace Yourself: Biden Administration Reinterprets “Firearm,” Prepares Crackdown

News  

Monday, August 29, 2022

Brace Yourself: Biden Administration Reinterprets “Firearm,” Prepares Crackdown

When we say “brace yourself,” we’re not kidding. The pistol brace rule is coming as well. But first, a different sort of crackdown was unleashed on the nation this week, as an ATF rule published ...

Financial Surveillance Used to Build Gun Owner Registry

News  

Monday, September 19, 2022

Financial Surveillance Used to Build Gun Owner Registry

On September 9, the International Organization for Standardization (ISO) approved a Merchant Category Code (MCC) for firearm retailers. The ISO is a Geneva-based non-governmental organization that consists of a network of “standards bodies” from around the globe ...

OREGON: Vote NO on Ballot Measure 114!

News  

Thursday, September 15, 2022

OREGON: Vote NO on Ballot Measure 114!

Ballot Measure 114 is the nation’s most extreme gun control Initiative and will be voted on this November! The NRA has launched a website to inform voters why they must VOTE NO on Ballot Measure 114.  It ...

Join us for the 2022 NRA-ILA Firearms Law & the Second Amendment Symposium on October 8th in Pittsburgh

Tuesday, September 13, 2022

Join us for the 2022 NRA-ILA Firearms Law & the Second Amendment Symposium on October 8th in Pittsburgh

Join us for the 2022 NRA-ILA Firearms Law & The Second Amendment Symposium on Saturday, October 8th, at the Doubletree Hilton Pittsburgh-Green Tree in Pittsburgh, Pennsylvania.

MORE TRENDING +
LESS TRENDING -

More Like This From Around The NRA

NRA ILA

Established in 1975, the Institute for Legislative Action (ILA) is the "lobbying" arm of the National Rifle Association of America. ILA is responsible for preserving the right of all law-abiding individuals in the legislative, political, and legal arenas, to purchase, possess and use firearms for legitimate purposes as guaranteed by the Second Amendment to the U.S. Constitution.