Levi’s Adopts a Tie-In With a Gay Marriage Symbol

[FreeState]

Im about to go buy my first pair of Levi's in many many years....


http://www.nytimes.com/2009/05/27/business/media/27adco.html?_r=1

LEVI’S is getting in the spirit of the season by dressing its storefront mannequins in white. In Levi’s-owned stores in New York, Los Angeles, Chicago and San Francisco, that means more than just marking the passing of Memorial Day, the traditional date to begin wearing white: in 20 stores, the mannequins’ white Levi’s jeans and shirts are adorned with White Knots, a symbol of solidarity with the same-sex marriage movement.

The symbol was made more timely by the California Supreme Court’s decision on Tuesday to uphold Proposition 8, which banned gay marriage in the state. Developed by Frank Voci, a digital media consultant, as a response to Proposition 8’s passage last November, the White Knot for Equality is a white ribbon tied in a knot.

It has been worn by the actress Anne Hathaway at President Obama’s Inauguration; Dustin Lance Black, the screenwriter of “Milk,” at the Oscars; and Mayor Michael R. Bloomberg, at a May 17 Manhattan rally supporting gay marriage. At the GLAAD Media Awards in Los Angeles in April, the comedian Kathy Griffin wore a bikini with a strategically placed White Knot.

With that kind of visibility and the online support among gays, lesbians and straight allies, the merchandising team at Levi’s was prompted to ask Mr. Voci if the company could use White Knots in its stores.

“Our design team was seeking something that would resonate beyond just fashion but also fit with our white product theme,” said Rene Holguin, senior vice president for global creative services for the Levi’s brand.....

[KitchenWitch]

1. I have always liked Levi's

Now I LOVE them.

[Kerrytravelers]

2. Does anyone know where I can get one of these white knots?

I remember hearing about them on my local progressive radio station in January, but I didn't catch the name or website.

Thanks!
kt

[FreeState]

3. http://www.whiteknot.org/

http://www.whiteknot.org/

[Kerrytravelers]

4. Thanks so much!

:hi:
kt

[Kerrytravelers]

7. I've edited my sig line to reflect the White Knot.

[targetpractice]

8. Love it when the branding and graphic design gays get involved!

We always have the slickest marketing!

[Chovexani]

5. Will definitely be purchasing Levi's next time I need some jeans

Good on them!

[qb]

6. Wow. Levis are cool again!

:party:

[Tektonik]

9. I always buy Levi's, now I'll buy even more

[Wednesdays]

10. K&R

:kick:

[RetiredTrotskyite]

11. K&R

Very cool, Levis!