Levi’s Wears White in Support of Same-Sex Marriage
has a history supporting gay rights and the current merchandising in company-owned
stores visually demonstrates that fact.
in stores in Chicago, Los Angeles, New York and San Francisco are wearing
white in recognition that Memorial Day has passed. They are also sporting
White Knots, a white ribbon tied in a knot that serves as a symbol
demonstrating support for same-sex marriage.
such as Ann Hathaway and New York Mayor Michael Bloomberg have been seen
wearing White Knots at public events.
Rene Holguin, senior
vice president for global creative services for Levi’s, told The New
York Times, “Our design team was seeking something that would
resonate beyond just fashion but also fit with our white product theme.”
Levi’s director of brand marketing and public relations, added, “We
always try to connect to the energy and events of our time… 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.”
The company has communicated
with store managers and associates to educate them on Levi’s position and
the White Knot organization so they can discuss it intelligently with shoppers
who may have questions.
Do you see Levi’s White Knot
merchandising program as a positive or negative for the company’s image
and sales? What are your thoughts on other retailers taking sides on controversial
- Levi’s Adopts a Tie-In With a Gay
– The New York Times
- White Knots at Levi’s
Stores – WhiteKnot.org