All through February, Levi Strauss & Co. is celebrating Black History Month through activities and brand campaigns aimed at bringing awareness and education around the annual observance that celebrates the achievements of Black Americans and recognizes their central role in U.S. history.
As part of the Levi’s® brand’s broader campaign, members of Project Onyx, our Black Employee Resource Group (ERG), made customized Black History Month T-shirts featuring different sayings that resonated with them, like SOY NEGRA, MELANINVIBE and BE YOU TIFUL. Project Onyx members then participated in a photoshoot to highlight the shirts and spoke with Charis Marquez, head of Wholesale Digital and executive sponsor of Project Onyx, to share their stories.
“We wanted to tell our employees’ stories through this campaign and what Black History Month means to everyone, especially with so many people right now wanting to be identified as themselves and not necessarily by things like race or gender,” Charis said. ““The campaign was about finding yourself and how knowing your history helps you know yourself and allows you to express your individuality and authenticity.”
Those stories are now being featured on Levi.com in a three-part series throughout February. The series features personal stories from our participating employees as well as their customized T-shirts, which consumers can use as inspiration when creating their own Black History Month T-shirts with our customization services.
Read part one now, which includes perspectives from Blake Jones, Manager, Market Trends; Jacquelynn Lethridge, Analyst; and Chris Jeter, Senior Graphic Designer.