Hmmm. We’re not sure how we feel about this.
Each spring, Levi’s releases it’s annual Pride Collection celebrating the LGBTQ community and its struggle. This year’s slogan is “Fight Stigma” and includes everything from gender-neutral t-shirts and tank tops:
To rainbow bandanas and distressed denim shorts: 
That’s all fine and good.
How about we take this to the next level?
Our newsletter is like a refreshing cocktail (or mocktail) of LGBTQ+ entertainment and pop culture, served up with a side of eye-candy.
But then there’s this $78 denim trucker vest that reads “Silence=Death,” the 1987 phrase coined by ACT UP in response to the Reagan Administration and the CDC’s blatant disregard for the HIV/AIDS epidemic that was killing gay men by the thousands:
According to ACT UP’s official website:
In 1987, six gay activists in New York formed the Silence = Death Project and began plastering posters around the city featuring a pink triangle on a black background stating simply ‘SILENCE = DEATH.’ In its manifesto, the Silence = Death Project drew parallels between the Nazi period and the AIDS crisis, declaring that ‘silence about the oppression and annihilation of gay people, then and now, must be broken as a matter of our survival.’
Honestly, we’re not sure what Levi’s is trying to say by turning such a painful and emotionally-charged phrase born from one of the darkest chapters in LGBTQ history into some sort of trendy $78 summer fashion statement.
Grant Barth, Levi’s chief merchandising officer, says: “Fighting stigma on any level is important. And we feel that it’s our responsibility to stand up for the issues of our time. Levi’s has always been on this journey; doing the right thing, standing up for the values and giving everyone a voice.”
The collection has already been released in Australia and parts of Asia. It will launch in the Americas and Europe at the end of May, in time for June Pride month.
Related: Levi’s Is Bringing Back The Hanky Code Just In Time For Pride
Lindoro Almaviva
>Honestly, we’re not sure what Levi’s is trying to say by turning such a painful and emotionally-charged phrase born from one of the darkest chapters in LGBTQ history<
I can only half understand that. I get it, nothing will ever compare to that period on our history, but if I have ever experienced a time for us to revive that slogan, THIS would be the time. Withi Trump in office and all the attempts to take away any rights that we have fought for and gained, THIS is the time when being silent, complicit, or in the closet is the worst we can do. With an administration that is just as hostile, if not more than Bush's, Silence truly equals death.
The $78 price tag? Excessive. I hope some of the proceeds will go to pro LGBT causes
Lvng1Tor
Full donation of all sales of the vest are the only way I can even begin to think that it is OK for that “slogan” to be used. It is not alright for Levi’s to use this for their personal gain. All or nothing.
stanhope
$78 is what their stuff costs….I would buy that as a jacket…a vest no. Aside from that I support the Silence=Death for this year’s clothing. With Trump and his cronies in office, it is important not to forget and the slogan is still timely…moreso now than ever with the attempted rollbacks.
jimstoic
They just want to Join the Conversation!
jimstoic
According to the LA TImes, “A portion of the proceeds [for the entire collection] will benefit the Harvey Milk Foundation and Stonewall Community Foundation.”
Orie
I don’t see anything wrong here. Maybe a little history for our younger generation isn’t a bad thing. What would Larry Kramer think??
warmgulfwind
I think what does he think is a better question, Larry Kramer is still alive.
I’m sure someone will ask him what he thinks about the vest.
Goforit
Silence = Death was true then as it is now. It is a statement that should be repeated by every generation to fight every form of discrimination. Let us learn from our past, both the good and the painful. By not remembering the painful parts, you are doomed to learn their lessons again and again. By the way, I don’t think anyone needs to ask Mr. Kramer anything. I suspect that he will not be “silent” for very long on this subject.
Goforit
P.S. THANK YOU Levis for openly supporting our community for the past several decades.
Heywood Jablowme
The headline gets it wrong – it’s not “nostalgic about AIDS,” per se, but nostalgic about the sense of solidarity and purpose we had in the ’80s. That will never entirely return but it IS relevant again with the Christian Taliban types back in power.
arcoarconcio_passivy
Goood it´s ! you they no not are no looking versattil the bag it´s bag it´s tuor city next city PRIDE IN PRIDE TUOR ! Vist the Galery Shoopping Vitrines Girffes the money mush ticket ! Good peace actuion heart´ sweet !
Chris
Huh? According to this logic, the use of the pink triangle should be construed as nostalgia for Nazi Germany. ….. Having lived through that time and buried many friends, including a sibling, I’m nowhere near as offended by the commercialization of a political slogan that energized our community as I am by so much of the other stuff that is going around today.
John
I think this is a good thing for millennial gays who weren’t there to know what the movement was like. My only issue is Levi’s monetizing on it. They should donate at least some of the money from sales to LGBTQ organizations.
ttam94110
Proceeds go the Harvey Milk Foundation and Stone Wall . I think the author is leaving out facts to try to stir up controversy.
Kangol
Disgusting if Levi’s isn’t donating the proceeds to HIV/AIDS prevention and PWA support programs and organizations. People are still getting sick and dying from AIDS, I hope they realize. I guess we should all just pop open a Pepsi and feel better about ourselves.