Levi’s Opens New San Francisco Store in the Castro District

Levi Strauss & Co. (San Francisco) has opened a new Levi's store in San Francisco's historic Castro neighborhood.

The Castro Street location is the brand's second owned-and-operated retail operation in its hometown city. In celebration of the new store, Levi’s is sponsoring what’s being called the “people's premiere” of “Milk,” the biographical movie about gay-rights activist Harvey Milk, the first openly gay man to be elected to public office in California, as a member of the Supervisors. Milk was assassinated in the 1978 shooting that also took the life of San Francisco mayor George Moscone.

The Levi's brand and the Levi Strauss Foundation will be making cash grants to two non-profit organizations with a presence in the Castro. One $50,000 grant will be awarded to MAGNET, a gay men's health and community center. Another grant for $50,000 will be awarded to the GLBT Historical Society to support a year-long temporary exhibit on the history of the lesbian, gay, bisexual and transgender community in Northern California.

“It's a perfect fit,” said Mark Breitbard, Levi's brand retail president. “We have a unique relationship with the Castro neighborhood that goes back decades. As the Castro was being reborn in the 1960s and 1970s, Levi's jeans were an important part of the neighborhood uniform. Over the years, we have also provided philanthropic support to numerous San Francisco and Castro neighborhood organizations that provide services to and advocacy for neighborhood residents.”

The company said the store’s design concept reflects the character and history of the neighborhood, taking into account the neighborhood demographic. Architects restored the store's exterior to reflect the neighborhood's history and the building's character. The materials and color palette selected by the Levi's store design team capture the original Victorian architecture and historic feel of the Castro. Neighborhood inspired decorative elements including archival photographs of Levi's jeans worn by residents and visitors through decades of Castro history are used throughout the store interior.