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On 30 November 2016, Levi Strauss CEO Chip Bergh published an open letter to customers on his LinkedIn page about the retail giant's gun policy: When Bergh's letter was picked up by Breitbart, it was accompanied by a title (Levi Strauss: Do Not Bring Your Legal, Concealed Carry Firearms Into Our Stores) which may have misled others into believing that the store had officially banned guns from its premises. Other, less reputable web sites published their reports with headlines that went from misleading to outright false, such as Breaking: Levis Bans Guns From All Stores. However, Bergh did not announce a policy banning firearms from his store. In fact, the CEO of Levi Strauss repeatedly said that the store was asking gun owners not to bring their weapons into the store, and that this was a request and not a mandate: While Bergh did take an unmistakable stance about the presence of guns in Levi Straus stores, the store did not officially ban weapons from its stores. Rather, Bergh penned an open letter to customers and requested that gun owners refrain from bringing their weapons into stores.
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