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.

 

IN THIS ARTICLE
Michael Bloomberg
TRENDING NOW
H.R. 8 Markup: Liberal Democrats Markup Gun Control Legislation

News  

Friday, February 15, 2019

H.R. 8 Markup: Liberal Democrats Markup Gun Control Legislation

The Nancy Pelosi Speaker Era 2.0 continued on Wednesday, Feb. 13, with a markup of H.R 8, the “universal” background checks bill, in the House Judiciary Committee. Following on the heels of last week’s Judiciary Committee hearing, the same committee held a markup on ...

Turning a Right into a Privilege: HR 1112 Gives Feds Unfettered Power to Block Gun Sales

News  

Friday, February 15, 2019

Turning a Right into a Privilege: HR 1112 Gives Feds Unfettered Power to Block Gun Sales

H.R. 8, which would criminalize the private transfer of firearms, has received significant attention from the gun rights community. However, H.R. 1112, which purportedly targets the inappropriately-named “Charleston loophole,” is just as insidious an attack ...

Another Study Blames Guns, Excludes Reality

News  

Friday, February 15, 2019

Another Study Blames Guns, Excludes Reality

A study published in Preventative Medicine by Yu Lu and Jeff R. Temple concludes that “the majority of mental health symptoms examined were not related to gun violence. Instead, access to firearms was the primary culprit.”

Polls: No Lasting Support for Gun Control One Year After Parkland

News  

Friday, February 15, 2019

Polls: No Lasting Support for Gun Control One Year After Parkland

Thursday marked the one year anniversary of the terrible crimes at Marjory Stoneman Douglas High School in Parkland, FL. It was a somber occasion, but some media outlets couldn’t contain their glee this week that ...

Indiana: Self-Defense Bill Passes House, On To Senate

Tuesday, February 12, 2019

Indiana: Self-Defense Bill Passes House, On To Senate

On February 11th, the Indiana state House of Representatives voted 80-13 to pass House Bill 1284 to enhance protections afforded to law-abiding citizens acting in defense of themselves and others.  HB 1284 will now go to the ...

Washington: Magazine Ban & Firearm Seizure Bills Pass Committee

Friday, February 1, 2019

Washington: Magazine Ban & Firearm Seizure Bills Pass Committee

During the executive session on February 1st, the Washington state House Committee on Civil Rights & Judiciary voted to pass House Bill 1068 to ban many standard capacity ammunition magazines and House Bill 1225 for firearm ...

Illinois: Gun Tax Legislation Introduced

Tuesday, February 12, 2019

Illinois: Gun Tax Legislation Introduced

On February 11th, legislation was introduced (HB 2331) in the Illinois House that would impose a new gun tax on all firearms and firearm components sold in Illinois. 

House to Move Forward with Ineffective Gun Control Proposals

News  

Friday, February 8, 2019

House to Move Forward with Ineffective Gun Control Proposals

On Wednesday, gun owners got to see what a Nancy Pelosi controlled Congress looks like as the House Judiciary Committee held its first gun control hearing in nearly a decade. Things went as one would ...

Congress to Take Up Gun Control Next Week

News  

Friday, February 1, 2019

Congress to Take Up Gun Control Next Week

On January 8, two bills were introduced in Congress to impose so-called "universal" background checks. The bills, H.R. 8 and S. 42, are being misleadingly described as simply requiring background checks on all sales of firearms, but this is ...

Arizona state flag

Friday, February 15, 2019

Arizona: Committee to Hear School Pick-up/Drop-off Bill

On Wednesday, February 20th at 9:00AM, the Arizona state House Committee on Public Safety will be hearing House Bill 2693 to improve the ability of law-abiding citizens to defend themselves and their families by reducing arbitrary ...

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.