Levi’s Adopts a Tie-In With a Gay Marriage Symbol

Posted on May 28, 2009
Filed Under Uncategorized

LEVI’S is getting in the spirit of the season by dressing its storefront mannequins in white. In Levi’s-owned stores in New York, Los Angeles, Chicago and San Francisco, that means more than just marking the passing of Memorial Day, the traditional date to begin wearing white: in 20 stores, the mannequins’ white Levi’s jeans and shirts are adorned with White Knots, a symbol of solidarity with the same-sex marriage movement.

The symbol was made more timely by the California Supreme Court’s decision on Tuesday to uphold Proposition 8, which banned gay marriage in the state. Developed by Frank Voci, a digital media consultant, as a response to Proposition 8′s passage last November, the White Knot for Equality is a white ribbon tied in a knot.

It has been worn by the actress Anne Hathaway at President Obama‘s Inauguration; Dustin Lance Black, the screenwriter of “Milk,” at the Oscars; and Mayor Michael R. Bloomberg, at a May 17 Manhattan rally supporting gay marriage. At the GLAAD Media Awards in Los Angeles in April, the comedian Kathy Griffin wore a bikini with a strategically placed White Knot. See Levi’s Adopts a Tie-In With a Gay Marriage Symbol New York Times