Is Levi's Woke? The Short Answer: Yes, and Proudly So
While most of corporate America spent 2024 and 2025 quietly scrubbing "diversity, equity and inclusion" language off their websites, Levi Strauss & Co. did the opposite. The denim icon didn't just keep its DEI machinery running, it put the programs to a shareholder vote and dared its own investors to kill them. They didn't. That is why Levi's earns a perfect 100 out of 100 on the BuyWokeFree Woke Score, our "extremely woke" tier, maxing out every one of our six research-based dimensions.
The 100/100 Breakdown: Six for Six
Our score isn't a vibe, it's built on six measurable criteria, and Levi's checks every single box:
- ESG reporting: Full sustainability and ESG disclosure baked into corporate strategy.
- DEI programs: Formal, well-funded diversity infrastructure the company itself calls "core to who we are."
- Pride sponsorship: A recurring Pride parade sponsor with dedicated LGBTQ+ campaigns and seasonal collections.
- HRC Corporate Equality Index: A perfect 100 on the Human Rights Campaign's CEI for more than 20 consecutive years.
- Political contributions: A donation footprint that tilts left.
- CEO activism: Leadership that publicly champions diversity instead of ducking the topic.
Hit all six and you don't land at 80 or 90, you get the full 100. Levi's did.
The Vote That Said the Quiet Part Out Loud
On April 23, 2025, the conservative National Center for Public Policy Research put a proposal in front of Levi's shareholders asking the company to wind down its DEI initiatives, arguing they risked discrimination and division. The result was a rout, in the wrong direction. More than 99% of votes cast rejected the proposal, with roughly 2.7 billion shares voting to keep DEI against fewer than 6 million in favor.
CEO Michelle Gass left no room for interpretation: "We've been committed to diversity and inclusion for literally decades, and it's core to who we are. So our commitment remains unchanged." In plain English, the boardroom didn't blink. Levi's lined up alongside Apple and Costco, whose shareholders also swatted down anti-DEI proposals the same season, even as dozens of other corporations were busy renaming or retreating from the exact same programs.
How Levi's Stacks Up Against Other Woke Apparel Brands
Plenty of clothing companies lean progressive, but very few go all the way to a perfect score. Nike lands at 75 on our scale and Lululemon sits at 68, both firmly woke yet still short of Levi's flawless 100. That gap matters: it tells you Levi's isn't just along for the ride on corporate activism, it is setting the pace.
Non-Woke Denim and Apparel Alternatives
If a perfect woke score is a dealbreaker for your wallet, you are not out of options. Born United (BWF score: 3/100) is a South Carolina patriotic-apparel maker with zero DEI apparatus. American Patriot (2/100) is a Las Vegas, veteran-owned brand built around supporting the military, law enforcement, and first responders. And 1620 Customs (1/100) earns one of the lowest, cleanest scores in our entire database. Browse the full lineup on our Non-Woke Patriotic Clothing Brands page.
The Bottom Line
Levi's didn't stumble into a culture war by accident. It picked its side, put that side on the ballot, and won the vote it wanted to win. That is the company's right, and knowing about it is yours. A 100/100 woke score means every pair of 501s helps bankroll the agenda. If that's your agenda, buy with confidence. If it isn't, the alternatives above are one click away.