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Levi Strauss & Co. Jeans on a football field. Photo: Jed Jacobsohn/Getty Images

Levi Strauss & Co. CEO Chris Bergh said the company is "stepping up our support" for gun violence prevention with donations, partnerships and grants, he announced in a column for Fortune.

Why it matters: The move from Levi's continues the trend of big name corporations in America taking sides on key political and social issues. Companies have been under more pressure from their consumers to take stands.

The backdrop: Bergh had previously pushed for gun control measures after an incident at a Levi's store in 2016 where a customer accidentally fired a gun while trying on a pair of jeans. Bergh wrote a letter and requested that people not bring guns into Levi stores.

What they're doing: The company is taking three measures to make their push on gun control:

  • Creating a $1 million fund for non-profits and activists.
  • Partnering with Everytown and other companies to form Everytown Business Leaders for Gun Safety.
  • Pushing for employees to volunteer for gun safety organizations using paid time off.

Go deeper

Mike Allen, author of AM
7 mins ago - Politics & Policy

Why Trump may still fire Barr

Photo: Jabin Botsford/The Washington Post via Getty Images

Attorney General Barr may be fired or resign, as President Trump seethes about Barr's statement this week that no widespread voter fraud has been found.

Behind the scenes: A source familiar with the president's thinking tells Axios that Trump remains frustrated with what he sees as the lack of a vigorous investigation into his election conspiracy theories.

Mike Allen, author of AM
7 mins ago - World

Scoop: Trump's spy chief plans dire China warning

Xi Jinping reviews troops during a military parade in Beijing last year. Photo: Thomas Peter/Reuters

Director of National Intelligence John Ratcliffe on Thursday will publicly warn that China's threat to the U.S. is a defining issue of our time, a senior administration official tells Axios.

Why it matters: It's exceedingly rare for the head of the U.S. intelligence community to make public accusations about a rival power.

Ina Fried, author of Login
27 mins ago - Technology

Tech's race problem is all about power

Illustration: Eniola Odetunde/Axios

As problematic as the tech industry's diversity statistics are, activists say the focus on those numbers overlooks a more fundamental problem — one less about numbers than about power.

What they're saying: In tech, they argue, decision-making power remains largely concentrated in the hands of white men. The result is an industry whose products and working conditions belie the industry rhetoric about changing the world for the better.

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