After a 2011 Levi's commercial showed young people marching, making out and strumming flaming guitars, Glenn Beck described the ad as "glorifying revolution" and announced a personal boycott of the iconic jeans brand. Nearly two years later, Beck has come up with a denim line of his own, 1791 Supply & Co., named after the year Congress ratified the Bill of Rights.
At 129.99 a pair, Beck's jeans come in "Classic" and "Straight" cuts, and according to the company's press release, 1791 jeans are "designed and crafted here in America."
Late last year, Glenn took a look at some of his favorite denim companies and realized they were making their clothing overseas. He was frustrated. How could something so inherent to the spirit and the history of this country NOT be make in the USA anymore?
The former Fox anchor announced the launch of his brand in October 2011, saying that his jeans "will be a constant reminder to those that wear it that we are people of merit."
The catalyst for Beck's sartorial pursuits began with a 2011 Levi's commercial that aired during the Superbowl. Beck likened scenes of young people walking in crowds to "European socialists marching."
“I can’t believe I’m saying this," Beck said last year. "I love Levi’s. Never again, Levi’s, never again will you get a dime from me."
I know you’re not disappointed. Never again. I won’t wear your stupid red tab.The quintessential American piece of clothing doing this. Just for what? Because you just want to sell, because you want the controversy? I don’t think so. You believe it. You say you want your jeans to be the uniform of progress. Nope. I’m not interested. Thank you.
Here's 1791's first commercial, in which a youngish man runs away from a rocket he made in his backyard. Racked thinks it looks like a Bon Iver video. Thoughts?