Clothing brand CEO backs gender-neutral line expansion.

Levi’s CEO Doubles Down on Gender-Neutral Collection

Levi Strauss CEO Chip Bergh has reaffirmed the company’s commitment to expanding its gender-neutral collection. Speaking at a conference in San Francisco, Bergh responded to a question about the firm’s efforts to market products in a world where individuals are “more aware of their gender identities“. He said that Levi’s is responding to demand for clothing which conforms to neither male nor female identities, and that the company is building out slowly, starting with a small collection of gender-neutral or gender-fluid lines.

Levi’s Gender-Neutral Line

Levi’s has a landing page that markets to consumers whose “self-expression isn’t just about what you wear” and offers a variety of products “regardless of gender”. An advertisement on the site features one model with long hair and a beard wearing a flowing denim jacket dress, as well as another who feels “a lot more freedom” when wearing masculine items.

• Levi’s has a gender-neutral line
• Women buy some men’s product and men buy some women’s product
• Levi’s is building out slowly, starting with a small collection of gender-neutral or gender-fluid lines

Celebrating Pride

Levi’s has also unveiled efforts to celebrate “pride” ahead of the month-long festival observed by adherents of the LGBTQ movement. The firm sells a handful of rainbow-themed jeans, short sleeve shirts, jean jackets, boxer briefs, tank tops, and a see-through “radical love” dress.

Other Companies Offering Pride Collections

Levi’s is not the only clothing company to offer “pride” collections. Target recently unveiled new products with LGBTQ themes, including several pieces of apparel meant for kids and babies, as well as children’s books that advance the tenets of transgender activism.