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Levi’s Places Pro-Homosexual “Marriage” Ribbon on New Jeans

By Thaddeus M. Baklinski

SAN FRANCISCO, May 28, 2009 ( - Levi Strauss & Co., the jeans manufacturer that has long been a leader in corporate support for the homosexual activist movement, has come out with a new marketing scheme that may dupe consumers who buy their products into displaying support for same-sex "marriage."

Company owned stores in New York, Los Angeles, Chicago and San Francisco will be displaying their summer line-up of jeans and shirts adorned with "White Knots for Equality," a symbol that denotes support for homosexual "marriage."

The symbol, a white ribbon tied in a knot, was developed by a California media company to capitalize on the opposition to the passage of Proposition 8, the California voter-approved constitutional marriage amendment. The knotted white cloth mimics the various ribbon campaigns such as the pink ribbon for breast cancer campaign.

Commenting on the company's amalgamation of marketing and political activism, senior vice president for global creative services for Levi's, Rene Holguin, said, "Our design team was seeking something that would resonate beyond just fashion but also fit with our white product theme."

The staff members of the stores that are displaying the clothing with white knots have been instructed to engage customers with explanations of the homosexual agenda symbol, hoping that customers will be educated through an “informed conversation."

"We have weekly calls with our store managers and we sent out detailed information about the White Knot organization and also ways in which we're supporting marriage equality overall as a company," Levi’s director of brand marketing and public relations, Erica Archambault, told the New York Times. She added that she wants sales staff "to be educated and able to have an informed conversation that's more interactive than reading off a card or something."

San Francisco-based Levi Strauss was the first Fortune 500 company to extend health benefits to homosexual couples and was a major financial supporter of the "No On Prop 8 Equality Business Council," which was formed to oppose efforts to define marriage as being between one man and one woman in the California constitution.

The company gave $25,000 to Equality for All, the coalition leading the No on 8 campaign, while Robert Haas, the company's chairman emeritus and his wife gave a further $100,000, according to a company spokesman.

A report by Business Wire states that the Levi Strauss Foundation announced yesterday that it will make a $25,000 donation to the National Center For Lesbian Rights (NCLR) and $25,000 to The San Francisco LGBT Community Center (“The Center”).

NCLR was the lead counsel on the effort to overturn Proposition 8 in the California Supreme Court.

“The Center” is a homosexual drop-in facility that "organizes and plans the political and cultural future for the LGBT community" in San Francisco.

See related LSN coverage:

Levi Jeans Funds Push for Homosexual "Marriage" in California

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