Levi’s Brand Opens Retail Store in San Francisco’s Historic Castro Neighborhood

Posted on November 10, 2008
Filed Under Uncategorized

The company hosts ‘People’s Premiere’ of ‘MILK’ and makes important grants to Castro nonprofit organizations to celebrate grand opening

SAN FRANCISCO, CA – The Levi’s brand will open its newest U.S. store in San Francisco’s historic Castro neighborhood at 525 Castro Street today, November 10. The Castro location is the brand’s second owned-and-operated retail operation in its hometown city. In celebration of its new home in the Castro, the Levi’s(R) brand is honored to sponsor the “People’s Premiere” of Milk, the highly anticipated biopic about the life of gay-rights icon Harvey Milk. Inspired by the life of Harvey Milk, and in honor of the opening of Levi’s(R) new store in Milk’s beloved Castro neighborhood, the Levi’s(R) brand and the Levi Strauss Foundation are also proud to be making cash grants to two nonprofit organizations with a presence in the Castro.

“It’s a perfect fit,” said Mark Breitbard, Levi’s(R) Brand Retail President. “We have a unique relationship with the Castro neighborhood that goes back decades. As the Castro was being reborn in the 1960s and 1970s, Levi’s(R) jeans were an important part of the neighborhood uniform. Over the years we have also provided philanthropic support to numerous San Francisco and Castro neighborhood organizations that provide services to and advocacy for neighborhood residents.”

The Levi’s(R) Castro Store:

The Castro store’s unique design concept reflects the character and history of the historic neighborhood. Design elements were developed to take into account the distinctive location and neighborhood demographic. Architects restored the store’s exterior to reflect the neighborhood’s history and the building’s character. The materials and color palette selected by the Levi’s(R) store design team capture the original Victorian architecture and historic feel of the Castro.

Neighborhood inspired decorative elements including archival photographs of Levi’s(R) jeans worn by residents and visitors through decades of Castro history are used throughout the store interior.

Opening events:

To celebrate the Levi’s Castro store opening the Levi’s(R) brand is sponsoring the “People’s Premiere” of the Gus Van Sant film Milk. The “People’s Premiere” will be held on November 10 at 7 p.m. at the historic Castro Theatre and will be introduced by special surprise guests. As a gift to the people of San Francisco and the Castro neighborhood, the Levi’s(R) brand distributed 1,400 free tickets to the “People’s Premiere.” Neighborhood residents and community members obtained tickets at the Levi’s(R) store front at 525 Castro Street and through a host of nonprofit organizations and Castro neighborhood stores.

Additionally, in honor of Levi Strauss & Co.’s new presence in the neighborhood, the company is making grants of $50,000 each to two nonprofit organizations in the Castro neighborhood. One $50,000 grant will be awarded to MAGNET, a gay men’s health and community center located on 18th Street near Castro Street. The grant will address a critical need for more HIV testing in San Francisco and support the organization’s innovative one-stop model for integrating HIV testing, sexual health and risk reduction/behavior change.

“MAGNET is a unique neighborhood institution that provides residents with critical health services and serves as a cultural and social gathering place for the community,” said Merle Lawrence of the company’s Corporate Affairs department. “Its focus on slowing the spread of HIV through on-site HIV testing, counseling and care referrals aligns with our company and foundation history of supporting HIV/AIDS prevention and advocacy efforts globally for more than 25 years.”

Another grant for $50,000 will be awarded to the GLBT Historical Society to support a year-long temporary exhibit on the history of the lesbian, gay, bisexual and transgender community in Northern California at the corner of Castro and 18th streets.

Levi Strauss & Co. was founded in San Francisco in 1853 by Levi Strauss and headquartered here ever since. It was one of the first corporations to make grants to HIV/AIDS organizations and the first Fortune 500 company to provide domestic partnership health benefits to the unmarried partners of its employees. It was the only California company to file an amicus brief with the Cal. Supreme Court in support of same-sex marriage, and advocates for the passage of legislation such as the Employment Nondiscrimination Act and the Domestic Partner Tax Equity Act on behalf of its employees.

Invented in 1873 by Levi Strauss & Co., Levi’s(R) Jeans are the original, authentic jeans. The Levi’s(R) brand offers the widest range of great fitting jeans on the market and are the most widely recognized and often imitated products in the history of apparel. The Levi’s(R) brand has captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continues to do so today through more than 135 years of jeanswear innovation.