Levis, an American company on the global market for 156 years and the first company in the world to offer full health benefits to its employees' common-law partners, expands its support for gay causes by joining the White Knot.org campaign, in favor of gay marriage. same-sex people in the USA.
The “White Ribbon of Equality”, symbol of the movement, was created by digital media consultant Frank Voci, in November 2008, as a manifesto to the decision of Governor Arnold Schwarzenegger, of California, to revoke the law that allowed homosexual unions. To create the symbol, Frank was inspired by the red ribbon from the AIDS campaign and the pink ribbon that is a symbol of the breast cancer campaign.
To declare their support, 20 Levis stores in New York, Los Angeles, Chicago and San Francisco placed the white bow on mannequins in their main windows and instructed their employees about the movement and its importance.
More recently, the brand became a sponsor of MTV's Logo cable TV channel, aimed at gay audiences, in addition to an important partnership with the award-winning “Milk – the Voice of Equality”, a film that tells the story of Harvey Milk, the first officially elected gay candidate in the state of California.
