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."
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."
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?