Levi Strauss strides into arms debate with call for tougher laws

‘Americans shouldn’t have to live in fear of gun violence. It’s an issue that affects all of us – all generations’

LEVI STRAUSS, the American jeans manufacturer, has teamed up with gun control groups, saying it has a “moral obligation” to tackle the country’s “gun violence epidemic”.

“You may wonder why a company that doesn’t manufacture or sell guns is wading into this issue, but for us, it’s simple,” said Chip Bergh, the company’s chief executive.

“Americans shouldn’t have to live in fear of gun violence. It’s an issue that affects all of us – all generations and all walks of life.”

Levi Strauss is the second company to take sides in political controversy in recent days after Nike signed Colin Kaepernick, a divisive figure in American football, to front its latest advertising campaign.

Kaepernick began kneeling during the national anthem in protest at police brutality in 2016 but critics, including President Donald Trump, say he is disrespecting the American flag.

Nike’s decision to sign Kaepernick provoked a viral online campaign to boycott the company’s merchandise, with many Americans sharing images of them burning their Nike trainers.

Mr Bergh acknowledged that his company’s decision to advocate for gun control was “controversial” but called for “common sense steps” like criminal background checks on gun sales.

In an article for the business website Fortune, Mr Bergh said companies with public and political power “cannot stand by silently when it comes to the issues that threaten the fabric of the communities where we live and work”.

He added that as head of a “valuesdriven company … and one of the great symbols of American freedom” he had a responsibility to speak out on the issues of the day.