Levi’s Unbuttoned: The Woke Mob Took My Job but Gave Me My Voice

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Jennifer Sey was on track to become the first woman CEO of Levi Strauss & Co. As the President of the Levi’s brand, she was widely celebrated as a versatile and inspirational leader who had helped save the iconic brand from bankruptcy. Formerly a self-described “left of left of center” progressive, she was beloved as the embodiment of the company’s “profits through principles” ethos.

But everything changed when Sey publicly opposed the closure of San Francisco’s public schools at the height of the pandemic. In response to her ‘wrongthink, ‘ management gave her a choice: shut up or leave. She decided that defending at-risk children was more important than the job that she loved, and so she resigned. After more than two decades at the company, she gave up her professional future in order to retain her voice.

In Levi’s Unbuttoned, Sey recounts her remarkable journey from U.S. National Gymnastics champion through her rise up the corporate ladder at Levi’s. As the highest profile executive to fall victim to the cancel culture engulfing America, her story is an inspiration for all those who, in these difficult times, feel pressured to remain silent on their most fundamental beliefs.

The more Americans who stand up to “woke-ism,” the better chance we have at creating a truly equitable and inclusive society. Principles and integrity matter. Ultimately, they matter more than anything else.

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“Jennifer Sey stood up to the mob braying for her head after she had the nerve to publicly challenge draconian mask mandates and school closures. She knew her refusal to back down could cost her her dream job but protecting children was more important. In ‘Levi’s Unbuttoned, ‘ we hear the voice and resolve of a woman who’s paid a steep price for the sin of being unapologetic and right. Inspirational!”
— Megyn Kelly, journalist

“Let’s face it: we lost our collective mind in 2020 and 2021. But amidst the insanity, a few voices emerged with clarity and conviction. Jennifer Sey’s is one of them. She is a model of dignity and courage under fire. ‘Levi’s Unbuttoned’ is a must-read for anybody seeking proof that dark times inspire bright lights. Highly recommended.”
— Michael Shellenberger, author of San Fransicko and Apocalypse Never

“At a time when America needed heroes, Jennifer Sey arrived. As the brilliant young Brand President of Levi’s, she had a lot to lose by questioning COVID-19 mandates like school closures and masking children. But Sey continued to question, putting her extraordinary career on the line. She was a woman in the arena, taking abuse from friends, colleagues, and her employer. She never backed down, choosing truth over groupthink, and integrity over greed. Sey was proven right. This is a story everyone should know.”
– Michele Tafoya, 4-time Emmy winning sports reporter and host of the “SidelineSanity” podcast

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“In the last two and a half years, Americans have been subjected to an unprecedented assault on our most basic freedoms. Jennifer Sey is an American heroine who stood up to the brutality of corporate and government group-think on the most pressing liberty issues of our time. ‘Levi’s Unbuttoned’ is the story of her fight against left-wing tyranny. Reading it is an inspiring and sobering experience. She lost her job, she lost friends and she was even rejected by some of her own family members. But she persevered – and the lessons she learned are informative to all students of history and lovers of freedom.”
– Harmeet K. Dhillon, civil rights attorney

“Jennifer Sey showed tremendous resolve when she found herself in the crosshairs of cancel culture for expressing her personal opinions. In today’s toxic social climate, a very vocal minority has the mic, and they are using it for emotional extortion. Jennifer refused to be silenced and never backed down, despite the sacrifice she ultimately had to make: her job. ‘Levi’s Unbuttoned’ is an important book because it not only pulls the curtain back on the price that Jennifer paid for using her voice, but it also starts a very necessary conversation.”
– Dr. Phil McGraw

“An inside look at woke capitalism from the vantage point of its highest levels and how the covid lockdown became a litmus test of loyalty. A stunning book!”
– Jeffrey Tucker, President, Brownstone Institute

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About the Author

Jennifer Sey is an American author, filmmaker, business executive and retired artistic gymnast. She was the 1986 U.S. Women’s All-Around National Gymnastics Champion, and a 7-time member of the U.S. Women’s National Team. Her first memoir, “Chalked Up,” was released in 2008 and detailed the coaching cruelty inflicted on children in the sport of gymnastics. Sey also produced the 2020 Emmy award-winning documentary film, “Athlete A,” which connected the crimes of Larry Nassar to the broader abuses in the Olympic movement. Sey began working at Levi Strauss & Co. in 1999, rising to Chief Marketing Officer and then Brand President until, in January 2022, she was asked to resign because of her vocal opposition to the extended closure of San Francisco’s public schools. She is a mother of four, and now resides in Denver with her family.

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