Now this is great news!

On Tuesday, jeans giant Levi Strauss & Co. announced that they will be teaming up with gun control groups to prevent gun violence.

Levi’s CEO and President Chip Bergh wrote a piece in Fortune on Tuesday saying that the company “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 said. “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 said that he leads 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.” So he believes that it’s his responsibility to speak out about important issues like gun control.

Bergh also makes a point of saying that he is not advocating for the repeal of the Second Amendment. Nor is he calling all gun owners irresponsible or bad.

“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.”

And so, Levis is introducing a new three-tiered initiative to support the prevention of gun violence.

The Hill reports,

“The company will donate more than $1 million over the next four years to nonprofits and youth activists that work to end gun violence, establishing the “Safer Tomorrow Fund.” “The blue jean manufacturer also partnered with gun control group Everytown for Gun Safety and other executives to form Everytown Business Leaders for Gun Safety.”

Bergh said that the new group of business leaders teaming up with him “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.”

In addition to the other initiatives, Levis will also be doubling all donations made by employees to the Safer Tomorrow Fund.

“While taking a stand can be unpopular with some, doing nothing is no longer an option,” Bergh said.

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