Jeans to Drink Bud Light In: Levi’s Announces Expansion of ‘Gender-Neutral’ Line

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Levi’s, the denim clothing brand, has announced it is “building out” their “gender-neutral” collection — despite the possibility of a boycott.

The move was revealed by Levi’s CEO Chip Bergh at an Axios BFD event in San Francisco, where he was asked about Bug Light’s recent “marketing stunt,” in which it partnered with transgender influencer Dylan Mulvaney.

“Bud Light’s recent marketing stunt shows where the backlash can come from. How do you market products in a world where people are more aware of their gender identities?” Axios’ Hope King asked Bergh, according to the U.K. Daily Mail.

“We actually have a gender-neutral line. It was a small collection,” Bergh replied.

“We know that some women buy some men’s products and some men buy women’s products. We know that that goes on. We’ve got the research and the data to show it,” he said, adding: “That’s great.”

Bergh said the company has slowly been “building out” the “gender-fluid” line, which he believes there’s “definitely consumer appetite for.”

“And we’re there for that,” Bergh said.

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