How woke is Levi Strauss & Co.?

Introduction

Levi Strauss & Co., the brand behind the world’s most recognisable jeans, has been trying to make its mark beyond just fashion. The company has woven progressive activism into its corporate identity, championing causes like LGBTQ+ rights, diversity in the workplace, and social justice. But has Levi’s taken their political stances too far? 

This review will explore whether their commitment to “wokeness” is a bold stand for progress or a turn-off for consumers who want good jeans without politics.

Financial Contributions to Progressive Causes

Their Levi Strauss Foundation has funnelled millions into initiatives supporting immigrant rights, racial equity, and LGBTQ+ advocacy. One of their standout programs, “Pioneers in Justice,” focuses on funding grassroots activism. According to their Values in Action report, it’s about “empowering grassroots organisations and activists to drive systemic change.” 

While Levi’s celebrates these contributions as essential to progress, this focus on advocacy detracts from their primary mission: making great jeans.

Prioritisation of DEI Policies

Levi’s DEI Impact Report emphasises, “Our diversity strategy focuses on ensuring equity in hiring and advancing representation at every level of our organisation.” Levi’s hiring practices prioritise identity-based inclusion, as their Sustainability Report outlines. Supporters may see this as a commendable step toward representation, but it is sidelining merit in favor of quotas.

Mandatory Training Sessions

Levi’s approach to workplace culture is anything but passive. To foster inclusivity, they mandate training sessions on unconscious bias and anti-racism. According to their Diversity and Inclusion Strategy, “Our unconscious bias and anti-racism training programs are key to fostering an inclusive culture and dismantling systemic inequities in the workplace.”

Levi’s has also recognised the importance of education in addressing these issues. “The only way forward is to educate ourselves and confront the biases ingrained in our corporate structures,” they’ve stated. However, these programs alienate employees with differing viewpoints and create unnecessary tension in the workplace.

Support for LGBTQ+ Initiatives

Levi Strauss & Co. is a loud and proud advocate for LGBTQ+ rights. Their partnership with organizations like GLAAD and the Human Rights Campaign speaks volumes about their priorities. “We are proud to partner with GLAAD and HRC in championing LGBTQ+ rights and celebrating diversity in every form,” the company shares enthusiastically.

Their Pride campaigns go beyond the surface. “Pride isn’t just a campaign for us; it’s a commitment to advocacy and a celebration of love and inclusion,” reads their 2023 Pride Statement. While these efforts have earned Levi’s accolades from progressive groups, their stance on these initiatives remains polarising.

Marketing and Branding

Levi’s marketing strategy has transformed denim into a platform for activism. Collaborations with cultural icons like Beyoncé are described as “not just a partnership but a celebration of empowerment and diversity.” These campaigns aim to align Levi’s with progressive values and a new generation of socially conscious consumers.

One standout example is the ‘Live in Levi’s’ campaign, which they describe as “Sustainability and social justice are at the core of our ‘Live in Levi’s’ campaign, aligning our brand with the values of a new generation.” While these efforts resonate with younger audiences, brands that sell clothes should stick to selling clothes, not ideologies.

Conclusion

Levi Strauss & Co. is a prime example of a brand doubling down on woke values, from financially backing social justice causes to embedding DEI and LGBTQ+ initiatives into its core operations. While some may cheer them on for leading the charge toward equity and inclusion, others might question whether a pair of jeans should come with this much ideology. For those seeking woke-free alternatives, Levi’s is a case study of how deeply activism can intertwine with a company’s identity.