A shopping mall in Jalisco, Mexico, allegedly demanded that a Levi’s store remove its prominent window display promoting its current Pride collection, reports Sopitas.
Levi’s unveiled its 2016 Pride collection in March. The ‘Harvey Milk’ collection was produced in conjunction with San Francisco’s Harvey Milk Foundation. The foundation, set up in memory of the late, LGBT-advocate and politician, benefits from a portion of the proceeds.
The store, in the upscale Andares mall of Zapopan, carried a window display featuring a giant Levi’s logo in rainbow colors.
According to Sopitas, a store employee who spoke anonymously said that they are uncertain of why the mall’s owners asked the store to remove the display, but that there is a clause in Levi’s contract with the mall that prohibits it from engaging in ‘acts contrary to law, morals or good customs.’
They said that the display had been taken down ahead of its planned removal.
Proceso said the mall also sent a circular letter to all stores reminding them of their contractual agreements, and highlighting the specific clauses relating to ‘acts contrary to law, morals or good customs.’
GSN has approached Levi’s and Andares for comment.
Since the display was removed, people have taken to social media to voice their displeasure and a Facebook page has been set up protesting the move.
A small demonstration also took place outside the store on Saturday afternoon, where members of the public and staff in other stores photographed themselves holding rainbow flags.
Some have accused the mall of hypocrisy, pointing out that it allows other stores to display prominent photos of semi-naked women in swimwear, and yet bars a store from displaying a rainbow logo.
Others have taken to the Andares Facebook page to say that they will boycott the mall.
This is the third year that Levi Strauss has produced a Pride collection. The Fortune1000 company has consistently scored the top mark of 100 on the HRC Foundation’s Corporate Equality Index – a ranking of LGBTI-friendly US businesses.
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