White Knight

Levi’s Is Quietly Supporting Gay Marriage. Is That Even a Big Deal Anymore?


The jeanswear company is outfitting window and in-store mannequins in some 20 shops with the White Knot ribbons, the oh-so-trendy way of wearing support for same-sex marriage on your sleeve. Criticisms of the white knot itself aside, what’s significant is that Levi’s supporting same-sex marriage is, well, barely significant. Perhaps because this isn’t new territory for the company (a regular player in gay marketing, Levi’s cut deals with the Logo channel and Focus Features’ Milk), or perhaps because companies coming out for the gays is no longer the a-ha moment it once was. In fact, actively not supporting GLBTs is more worthy of inches in the New York Times. (Photo: NYT)