American clothing company Levi Strauss & Co. announced Tuesday the launch of a new campaign aimed at preventing gun violence.
Company President and CEO Chip Bergh penned an op-ed for Fortune magazine saying business leaders have a responsibility to speak up on issues that threaten the American “fabric.”
“We can’t take on every issue. But as business leaders with power in the public and political arenas, we simply cannot stand by silently when it comes to the issues that threaten the very fabric of the communities where we live and work,” he wrote. “While taking a stand can be unpopular with some, doing nothing is no longer an option. That’s why Levi Strauss & Co. is stepping up our support for gun violence prevention.”
Mr. Bergh said the company is stepping up its gun control activism in three areas: First, by creating the Safer Tomorrow Fund, which will direct more than $1 million in philanthropic grants to boosting gun control groups; Second, by partnering with Everytown for Gun Safety and Michael Bloomberg to form Everytown Business Leaders for Gun Safety; And third, by doubling the company’s usual employee donation match to organizations aligned with the new Safer Tomorrow Fund.
The company will also pay employees for their political activism, for up to five hours a month.