Across the country, after celebrating Memorial Day, Levi's is once again breaking out their white clothing line. It is now officially OK to wear white shoes, white pants, and even a white belt, if necessary. However, to some Levi's stores, not only does white symbolize Memorial Day, "the correct day" to begin wearing white, "the white knot," symbolizing solidarity for gay marriage, is also on display in many stores across the US.
Developed by Frank Voci as a response to Proposition 8’s passage last November, the White Knot for Equality is a white ribbon looped into a knot.
Levi Strauss & Company has long supported equal rights for gays. Headquartered in San Francisco, Levi Strauss will sponsor a programming block on the MTV-owned Logo channel, and were also involved in marketing "Milk," a movie featuring the life of gay civil rights leader Harvey Milk.
“We always try to connect to the energy and events of our time,” said Erica Archambault, Levi’s director of brand marketing and public relations. “What’s the pioneering spirit of today? 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.”
Before the Banana Republic and Hollister revolution, Levi's were the jean to wear, offering various cuts for differing body shapes, such as 501, 505, 514, etc. Their main competitor was Lee Jeans. However, their stance on controversial Proposition 8's ban on same-sex marriage issue may cause Levi Strauss to lose market share from conservative America. On the other hand, Levi's is raking in a ton of publicity, and sometimes it's the court of public opinion that determines fate.