The CEO of Levi Strauss & Co has said there is “definitely consumer appetite” for a gender neutral clothing line – which the company is currently trying to build out.
Chip Bergh, 65, spoke about how San Francisco-based 170-year-old Levi’s developed gender-fluid clothing under his leadership.
Speaking in the context of Bud Light’s disastrous marketing campaign with trans influencer Dylan Mulvaney, he said there is a need for gender-neutral clothing — following data gathered from the iconic denim company.
The CEO made it clear that while the new line is still small, there is room for growth as trends suggest men buy products for women, and vice versa.
Levi’s CEO Chip Bergh said: ‘We’re slowly building out, it started with a small collection of gender-neutral or gender-fluid lines, and there’s definitely consumer demand for that’
Pictured: Levi’s June 2020 unisex campaign collection. The iconic jeans company first released a line of products specifically marketed to be worn by everyone in February 2017 – called Line 8
the moderator, AxiosHope King posed the question, “Bud Light’s recent marketing stunt shows where the backlash may be coming from.
‘How do you market products in a world where people are more aware of their gender identity?’
Bud Light decided to team up with Dylan Mulvaney – a trans influencer – but the public response was huge. There have been boycotts across America because of the marketing campaign
CEO Chip Bergh said: ‘We actually have a gender neutral line. It was a small collection.
“We know that some women buy some men’s products and some men buy women’s products. We know that’s going to continue, we have the research and the data to show it.
‘That is amazing. We are slowly expanding, it started with a small collection of gender-neutral or gender-fluid lines, and there is certainly a consumer need for that.
“And that’s what we’re here for.”
This comes after once-loved beer brand Bud Light decided to team up with Dylan Mulvaney – a trans influencer – for a campaign, but the public response was huge. There have been boycotts across America because of the stunt.
Levi’s genderfluid line isn’t new – and the company has spent the past six years promoting their customers to shop in the section that best suits them.
The iconic jeans company released a product line for the first time specifically marketing to be worn by everyone in February 2017 – called Line 8.
Levi’s said at the time: ‘Initially launched as menswear only, Line 8 added womenswear two years ago.
“The 2017 collection marks the first addition of unisex clothing, truly gender-neutral looks that go beyond simply putting a feminine twist on a masculine style.”
During the pandemic, Levi’s said their “clothing is less about gender pronouns, and more about unisex styles that work equally for everyone — non-binary, female and male bodies.”
Bergh is outspoken in his views on social justice, gun laws and voting rights
In a June 2020 blog post, Levi’s wrote a guide to unisex shopping: “We’ve always believed in the power of self-expression. It’s part of our DNA. We want you to wear what feels right and speaks to your true self.
And this has never been more important than it is now, as our clothing is less about gender pronouns, and more about unisex styles that work equally for everyone – non-binary, feminine and masculine bodies.
“Shopping across the aisle isn’t a new trend — it’s just gotten easier. We’ve seen women in men’s 501 for decades. They were the original boyfriend jeans; the hand-me-down you turned into cutoffs; the ultimate flea market score.
“With its button fly, straight leg and cool vibe, the 501 Original is still our most gender-fluid fit.”
In September 2020, Karyn Hillman, Levi’s Chief Product Officer, echoed these sentiments — saying their denim molds to your shape, no matter how you identify.
Hillaman added: ‘We’ve seen the emergence of young consumers who don’t focus on whether a product is labeled as a men’s or women’s label, but are instead more focused on how they want to wear their style and fit.
“When we’re styling and working with artists, celebrities and influencers, they just choose what they love. We work together as a men’s and women’s team to find the best fit for different sizes and shapes.
“We will continue this kind of work with many of our upcoming collaborations.”
Meanwhile, Bergh, who has been Levi’s president and CEO since 2011, has come under fire in recent years for his outspoken beliefs about social justice, gun laws and voting rights.
In 2021, he spoke out against Georgia’s new legislation allegedly limiting voters’ access to the polls. He labeled the law “racist.”
At the time, Bergh said his San Francisco-based firm “puts our money on the cause.”
In a June 2020 blog post, Levi’s wrote a guide to unisex shopping: “We’ve always believed in the power of self-expression. It’s part of our DNA. We want you to wear what feels right and speaks to your true self’
He said, “In 2020, we donated over $3 million from the Levi Strauss Foundation to several states.
“More than 10% of that went to Georgia specifically to partner with non-profit organizations that work to ensure fair and equal access to the polls and enable voters to vote.
“And we’ll continue to do the same as we go.”
In 2022, Bergh also told a panel that gun violence was “tearing this country apart,” after he and 200 other CEOs signed a letter to the U.S. Senate on gun safety legislation.
And in 2016, Bergh sent an open letter to Levi’s customers following an incident at a Georgia store where a gun accidentally went off and the gunman shot himself in the foot.
Bergh wrote, “It boils down to this: You don’t have to worry about your safety when buying clothes or trying on jeans.
“Simply put, firearms don’t belong in either environment.
“Ultimately, I believe we have an obligation to our employees and customers to provide a safe environment, and keeping firearms out of our stores and offices is one step closer to achieving that reality.”
Bergh has also been CEO outspoken about climate change. He has often called for “bigger, faster action” against global warming.
Prior to leading Levi’s, Bergh spent 28 years at Procter & Gamble and also at P&G.
Levi’s products are sold in more than 110 countries around the world – and in 2022, the jeans company reported net sales of $6.2 billion.