Levi's stores in the United States have placed on their mannequins we white, an emerging symbol of support for gay marriage.
The white ribbon with a knot is a sign of support for gay marriage, as are the red ribbon for the fight against AIDS and the pink ribbon for breast cancer. White knots were worn by Anne Hathaway at President Obama's inauguration, Dustin Lance Black (writer of Milk) at the Oscar ceremony and by New York Mayor Michael Bloomberg at an event in favor of gay marriage.
20 Levi's stores decorated their mannequins with white ribbon knots in New York, Los Angeles, San Francisco and Chicago.
“We always try to connect with the energy and happenings of our time,” said Erica Archambault, director of marketing and public relations at Levi's. “What is the pioneering spirit of today? Many people are fighting for marriage equality and many individuals in our company believe strongly in this.”
The Levi Strauss company was the first of the 500 largest companies in the US to offer health plans to unmarried partners of employees and, in 2008, donated US$25 to the “No on Prop 8” campaign.
