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On Wednesday during an appearance at the Axios BFD event, Levi Strauss & Co CEO Chip Bergh made it clear that the clothing giant will continue to grow its "gender-neutral" line, claiming there was "consumer appetite" for such products.
Bergh's statements come as more and more brands face backlash over their decisions to pander to the modern gender movement via products and endorsement deals. The Bud Light debacle has shown how backlash can lead to boycotts, and eventually impact a company's bottom line.
"Globally, according to a recent study, about 1 percent of adults currently describe themselves as transgender, non-binary, non-conforming, gender-fluid, or in another way," Axios senior business reporter Hope King began.
Reminding Bergh that Bud Light faces criticism for its decision to partner with trans-identified TikTok influencer Dylan Mulvaney, she asked how Levi's planned to market gender-neutral clothing in a world where everything gets politicized.
"We actually have a gender-neutral line," Bergh replied, explaining that while it is currently a "small collection," the company is in the process of "building out slowly" to make it larger.
He noted that Levi's had "research and data" proving that "some women buy men's product and some men buy women's product," and said of gender-neutral clothing that "there is definitely consumer appetite for that."
On their website, Levi's offers a "guide to unisex style," explaining that it's not just for gender-diverse people.
"You don't have to be gender fluid to enjoy a more flexible approach to fashion," the guide states. "It's about being comfortable and loving your look — whatever that is. Ease into unisex styles with versatile pieces that stand the test of time."
In recent months, the backlash against companies that market towards woke ideology has intensified, with those opposing what many deem to be propaganda protesting via boycotts. Anheuser Busch, the makers of Bud Light, Nike, and other major labels have all been targeted, with varying levels of success.
Bergh's statements come as more and more brands face backlash over their decisions to pander to the modern gender movement via products and endorsement deals. The Bud Light debacle has shown how backlash can lead to boycotts, and eventually impact a company's bottom line.
"Globally, according to a recent study, about 1 percent of adults currently describe themselves as transgender, non-binary, non-conforming, gender-fluid, or in another way," Axios senior business reporter Hope King began.
Reminding Bergh that Bud Light faces criticism for its decision to partner with trans-identified TikTok influencer Dylan Mulvaney, she asked how Levi's planned to market gender-neutral clothing in a world where everything gets politicized.
"We actually have a gender-neutral line," Bergh replied, explaining that while it is currently a "small collection," the company is in the process of "building out slowly" to make it larger.
He noted that Levi's had "research and data" proving that "some women buy men's product and some men buy women's product," and said of gender-neutral clothing that "there is definitely consumer appetite for that."
On their website, Levi's offers a "guide to unisex style," explaining that it's not just for gender-diverse people.
"You don't have to be gender fluid to enjoy a more flexible approach to fashion," the guide states. "It's about being comfortable and loving your look — whatever that is. Ease into unisex styles with versatile pieces that stand the test of time."
In recent months, the backlash against companies that market towards woke ideology has intensified, with those opposing what many deem to be propaganda protesting via boycotts. Anheuser Busch, the makers of Bud Light, Nike, and other major labels have all been targeted, with varying levels of success.
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