Denim company Levi Strauss & Co. announced Tuesday that they would join the fight to prevent gun violence.
The company’s CEO Chip Bergh wrote in a column in Fortune that Levi Strauss “simply cannot stand by silently when it comes to issues that threaten the very fabric of the communities where we live and work.”
“You may wonder why a company that doesn’t manufacture or sell guns is wading into this issue, but for us, it’s simple,” Bergh wrote. “Americans shouldn’t have to live in fear of gun violence. It’s an issue that affects all of us — all generations and all walks of life.”
Bergh wrote that he heads a “values-drive company that’s known the world over as a pioneer of the American West and one of the great symbols of American freedom.”
“We can’t insulate ourselves from every threat,” he wrote. “We can’t ‘harden’ every place we gather — whether it be our schools, workplaces, shops, churches, or entertainment venues. But we can take common-sense, measurable steps — like criminal background checks on all gun sales — that will save lives.”
The company said it will donate $1 million over four years to gun control groups. The company also partnered with gun control group Everytown for Gun Safety to former Everytown Business Leaders for Gun Safety.
Bergh said the group includes business leaders who “believe, as we do, that business has a critical role to play in and a moral obligation to do something about the gun violence epidemic in this country.”
“While taking a stand can be unpopular with some, doing nothing is no longer an option,” he wrote.