Levi’s to Expand ‘Gender Fluid’ Clothing Line
The woke CEO of the iconic clothing brand Levi’s has watched the fallout from Bud Light’s partnership with trans-identifying influencer Dylan Mulvaney — and it seems he wants to follow suit.
On Wednesday, Levi’s CEO Chip Bergh, 65, attended Axios BFD, a “dealmaker summit” designed to bring together “the biggest influencers, disruptors and newsmakers in the deal-making world.” While there, he was asked about branding in light of Bud Light’s controversial “marketing stunt” with Mulvaney. “How do you market products in a world where people are more aware of their gender identities?” wondered Hope King of Axios.
Bergh’s response was surprising. Though Bud Light sales have cratered since Mulvaney promoted the beer in a couple of social media videos in early April, Bergh announced that Levi’s will continue to grow its small “gender fluid” clothing line to satisfy “consumer appetite.”
“We are building out slowly,” Bergh said. “It started with a small collection of gender neutral or gender fluid line — and there’s definitely consumer appetite for that. And we’re there for that.”
“We know that some women buy some men’s products and some men buy women’s products,” Bergh explained. “We know that that goes on. We’ve got the research and the data to show it. (Read more from “Levi’s to Expand ‘Gender Fluid’ Clothing Line” HERE)
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