Levi Strauss & Co., an American denim icon, announced that it is launching a series of new initiatives to benefit groups working to prevent gun violence. Chip Bergh, Levi’ Strauss’ CEO wrote in Fortune magazine, “While taking a stand can be unpopular with some, doing nothing is no longer an option”.
Perhaps fuelled by the recent announcement of Colin Kaepernick as the new face of Nike’s 30th Anniversary ‘Just Do It’ campaign, Levi Strauss has stepped up to speak out about issues that affect Americans. In this case, Levis is advocating for gun control.
Chip Bergh wrote that the company “simply cannot stand by silently when it comes to issues that threaten the very fabric of the communities where we live and work,” and introduced a new three-tiered initiative to support gun violence prevention. He added, “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.”
Levis is committing to donating more than $1 million over the next four years to nonprofits and youth activists that work to end gun violence, establishing the “Safer Tomorrow Fund”. They are also partnering with gun control group Everytown for Gun Safety to form Everytown Business Leaders for Gun Safety, with business leaders who “believe, as we do, that business has a critical role to play in and a moral obligation to do something about the gun violence epidemic in this country.”
Levis does not want to repeal any 2nd Amendment rights but want to make common sense changes. Bergh wrote, “We can’t insulate ourselves from every threat. 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.”
Bravo!! We need more of this!
However, there is going to be some kind of UUUUGLY out there in the Trumpiverse!! Just saying…
Featured image Photo by Zabowski