The Levi’s® brand has a long history of supporting authentic self-expression and social causes that define our times.
Beginning in the 1940’s during World War II, the company made a commitment to an integrated workforce despite heavy resistance from existing employees. By the 1970’s, Levi’s’® Equal Employment Opportunity and Affirmative Action legislation was in place, formalising its long-standing commitment to foster a diverse workforce.
During the HIV/AIDS epidemic in 1983, company executives established comprehensive education and health services for employees and partners, and in 1992 Levi’s® stood with LGBTQ couples amplifying a voice for same-sex marriages, becoming one of the first Fortune 500 companies to offer full partner benefits.
Levi’s® Terms of Engagement established in 1992 was the industry’s first comprehensive code of conduct, setting fundamental protection for worker rights, and was further built upon in 2011 with the Worker Well-being program, a global initiative to improve the lives of the people that make their clothing.
In 1994 the brand began creating new ways of making jeans using less water, which they shared with competitors to inspire industry-wide change. In 2010, the Cape Town factory in Epping started using Waterless technologies in its jean manufacturing process. Currently over 75% of all jeans produced at this factory are made using Waterless technologies, with a goal of over 80% forecast for 2020.
More recently, on International Woman’s Day, the I Shape My World campaign once again saw Levi’s® at the center of culture, inspiring self-expression and originality by supporting women around the world who are making a positive impact on their community and shaping their worlds to uniquely fit them.
It’s Your Voice, It’s Your Vote
The brand has always embraced the opportunity to bring about positive change in the world, and this was evident in its efforts in the lead-up to the US 2018 mid-term elections. It partnered with various organisations as well as big-name celebrities to help spread the message of “It’s your Voice, It’s Your Vote”.
South Africa’s National Elections are just around the corner. In the 2014 election year, only 33% of eligible youth voted and Levi’s® believes this needs to change. The brand is lending its voice in a drive with some of the most influential individuals from across the cultural sphere to increase voter awareness and turnout on Election Day.
“Levi’s® is all about self-expression and at this time, your vote is the ultimate expression of your voice. We really wanted to get behind this and create a movement particularly amongst the youth. There is power in them hearing this message coming from their favourite actress, musician or sportsperson and we are proud to partner with them to deliver it,” said Candace Gilowey, Head of Marketing at Levi Strauss South Africa.
Key partners taking a stand alongside the brand are DJ and producer Black Coffee, Actress Nomzamo Mbatha, rapper Rouge, cricketer Kagiso Rabada, TV presenters Maps Maponyane, Pabi Moloi and Katlego Maboe, Metro FM DJ Moflava, rocker Francois Van Coke, and Instagram darling Qaanita Orrie.
Each will share their personal motivation for voting on Election Day and a portrait image of themselves wearing the iconic Levi’s® Vote t-shirt. Over 1 000 Levi’s® limited edition Vote t-shirts will be given away to the public through various competitions on the Levi’s® South Africa Instagram page as well as through the Instagram pages of the influencers joining the movement.
What can everyone do? Get out and VOTE. It’s your voice. It’s Your Vote. Use it.
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