Levi's CEO launches campaign against gun violence

By

Gabriella Lacombe

Published
Sep 6, 2018

Denim brand Levi Strauss & Co has launched a multi-level campaign against gun violence. 

In an op-ed originally published on Forbes.com and re-posted on the brand's company blog, Levi Strauss & Co. President and CEO Chip Bergh said that the company will take action in response to rising gun violence statistics in the U.S. 

"As president and CEO of a values-driven company...I take the responsibility of speaking up on the important issues of our day very seriously...as business leaders with power in the public and political arenas...doing nothing is no longer an option.

"That’s why Levi Strauss & Co. is stepping up our support for gun violence prevention."

Bergh announced the brand's newly established Safer Tomorrow Fund, a company-funded grant program that will contribute more than $1 million over the next four years to nonprofits and youth activists working to end gun violence in America. Levi's will also double its usual employee donation to match the dollar amount Safer Tomorrow Fund will receive, in addition to providing employees with 60 annual hours of paid volunteer time to encourage activism. 

Rounding out his statement, Bergh detailed the company's plans to partner with Everytown for Gun Safety and executives like Michael Bloombert to form Everytown Business Leaders for Gun Safety, a coalition dedicated to the intersection of business and moral obligation.

"I encourage every CEO and business leader reading this to consider the impact we could make if we stood together alongside the broad coalition of concerned parents, youth, elders, veterans, and community and faith leaders who are committed to shaping a safer path forward," Bergh said. 

According to Everytown for Gun Safety, 96 Americans are killed with guns every day, and the U.S. gun homicide rate is 25 times that of other high-income countries.

With this new action, Levi's joins companies like Hertz, Delta Airlines, MetLife, Dick's Sporting Goods and CitiGroup in implementing policies in direct response to gun violence.