How's this for millennial marketing: Levi's is joining the White Knot movement to show solidarity for gay marriage by tying white ribbons to mannequins in its stores. So now we can make this bumper sticker: "Plastic mannequins: Now progressive than the Republican Party."
Taking such a public and visible stand on a controversial issue could be risky for this California-based company, especially considering that revenue plummeted by 50% in the first quarter. But as 5 Blogs Before Lunch points out, this is in keeping with Levi's reputation as one of the most gay-friendly companies in America. Last year, the company and chairman emeritus donated $125,000 to fight Proposition 8 in California, which would later pass and ban same-sex marriages in the state. 5BBL also points out that Levi's was the first Fortune 500 company to offer unmarried domestic partners health benefits.
Either way, it certainly won't give George Will any reason to end his crusade against denim.