Levi’s to EXPAND ‘gender fluid’ clothing line: ‘There’s definitely consumer appetite for that’

Levi’s to EXPAND ‘gender fluid’ clothing line: ‘There’s definitely consumer appetite for that’


The woke CEO of the iconic clothing brand Levi’s has watched the fallout from Bud Light’s partnership with trans-identifying influencer Dylan Mulvaney — and it seems he wants to follow suit.

On Wednesday, Levi’s CEO Chip Bergh, 65, attended Axios BFD, a “dealmaker summit” designed to bring together “the biggest influencers, disruptors and newsmakers in the deal-making world.” While there, he was asked about branding in light of Bud Light’s controversial “marketing stunt” with Mulvaney. “How do you market products in a world where people are more aware of their gender identities?” wondered Hope King of Axios.

Bergh’s response was surprising. Though Bud Light sales have cratered since Mulvaney promoted the beer in a couple of social media videos in early April, Bergh announced that Levi’s will continue to grow its small “gender fluid” clothing line to satisfy “consumer appetite.”

“We are building out slowly,” Bergh said. “It started with a small collection of gender neutral or gender fluid line — and there’s definitely consumer appetite for that. And we’re there for that.”

“We know that some women buy some men’s products and some men buy women’s products,” Bergh explained. “We know that that goes on. We’ve got the research and the data to show it.”

In referencing a small “gender-neutral line,” Bergh may have had in mind Levi’s’ Line 8, which first appeared in 2017 and featured “unisex … gender-neutral looks.” Three years later, Levi’s continued to pour resources into genderless clothing, claiming that clothes should “become less about gender pronouns, and more about unisex styles that work equally for all — non-binary, female, and male bodies.”

Bergh, who began leading the San Francisco-based company in 2011, is no stranger to political activism. He slammed the entire state of Georgia for passing a law in 2021 that would help prevent voter fraud. At the time, Bergh called the law “racist” and said that Levi’s would put “our money where our mouth is” and donate to Georgia organizations that are “committed to ensuring fair and equal access to the polls and ensuring that voters could get out and vote.”

President Joe Biden similarly characterized the law as racist, calling it “Jim Crow in the 21st century.” However, data indicates that the state broke a record for voter turnout in the 2022 midterms, the first election held under the new law.

In addition to state voting laws, Bergh has publicly weighed in on several other leftist causes as well. He called for “greater, more accelerated action” on climate change as well as more restrictive gun control measures. Gun violence is “ripping this country apart,” he claimed several years ago and said that he would ban firearms in his company’s stores. “I believe we have an obligation to our employees and customers to ensure a safe environment and keeping firearms out of our stores and offices will get us one step closer to achieving that reality,” he said.


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