Radio host Glenn Beck's boycott of his once-beloved Levi's jeans brand, which began last year when he took exception to the " Palestinian kind of march" shown in one of their television commercials, has inspired a new boutique denim line, "cut and sewn in Kentucky in a factory that has been operating since the late 1920s."
Beck, who signed a new 5-year, $100 million radio deal with Premiere Networks last month, is said by his 1791 Supply & Co. to have played an intimate role in the crafting of the new designs, one "classic-fit," another "straight leg," both listed at $129.99.
The former Fox News host turned his back on Levi's when they opened their new advertising campaign - "Go Forth" - with Charles Bukowski's rebellious poetry, video Beck described as "European socialists' marching," and other images that he said brought to mind Occupy Wall Street. Levi's has since dropped Bukowski for something more in the mold of a heavily-edited Def Poetry Jam, but the company continues to outsource many of its brands to foreign manufacturers.
The 1791 Supply & Co. has, to go with the product debut, posted a web video featuring a man in denims building a miniature rocket in the desert. The narrator of the video invokes "a time when people worked for their dreams and their dreams worked for them."
On the site, the classic-fit jeans are said to have "a slight kick in the front pockets for easy accessibility and a relaxed opening at the ankle of the jean to fit comfortably over your boot."
Once the customer has ordered his pants (available in waist sizes 32-42, but only at a "standard" length of 34 inches), it's time to look for shirts. One featured item is a "Glenn Beck original design tee with the don't tread on me snake logo and the year the Bill of Rights was signed."
"Nothing says 'hey government, you suck' quite like it," reads the copy. "Well, except a shirt that actually said 'hey government, you suck' - but that would be a really crappy t-shirt. Look cool and needle the big government lover in your life - doesn?t (sic) get much better than that. Made in the USA."
When he announced the 1791 clothing line last year, Beck said on his radio show that "The main thrust is to remember where we came from as Americans" and that the designs "will be a constant reminder to those that wear it that we are a people of merit."
All the net proceeds will go to Beck's Mercury One nonprofit philanthropic organization, according to The Blaze, a news and opinion site Beck founded in August 2010.