BEYONCÉ’S ANCESTORS WERE EXPLOITED BY LEVI’S

NOW SHE’S BEING USED TO WHITEWASH THEIR SLAVE-LABOR LEGACY

LEVI’S USES BEYONCÉ TO HIDE THEIR UGLY PAST OF EXPLOITATION

In a move that reeks of desperation and deception, Levi’s is attempting to whitewash their disturbing history of exploitation and racial inequality by leveraging the influence of superstar Beyoncé. The brand recently hinted at a collaboration with the music icon, but this feels like nothing more than a calculated attempt to distract the public from their shameful roots.

BEYONCÉ PARTNERSHIP USED TO COVER UP LEVI’S DARK HISTORY OF RACIAL OPPRESSION

Let’s not be fooled by the glitz and glamour of a potential Beyoncé collaboration. Levi’s, a company that built its fortune on the backs of exploited Black and indigenous people, is now trying to use her cultural influence to sweep their crimes under the rug. The very jeans they sell are steeped in the history of African slavery and colonial exploitation, from the cotton fields of the South to the indigo-dyed denim from West Africa.

LEVI’S AND BEYONCÉ

A SICKENING PARTNERSHIP TO ERASE SLAVERY FROM THEIR LEGACY

How dare Levi’s attempt to align with a powerful Black icon like Beyoncé, while conveniently ignoring their history of benefiting from the forced labor of Black slaves in the American South? This is not just a partnership—this is a blatant, disgusting attempt to erase their horrific past.

INDIGO STOLEN FROM WEST AFRICA: LEVI’S PROFITS OFF THE BLOOD AND SWEAT OF INDIGENOUS PEOPLE

Levi’s wouldn’t be the empire it is today without the cultural and physical theft of indigo dyeing techniques from West Africa and India. This ancient tradition was commercialized and appropriated, with little acknowledgment of the people whose hard work and creativity were stolen for profit. Yet, here they are, using Beyoncé to gloss over the atrocities that made them rich.

BEYONCÉ SHOULD REJECT LEVI’S DIRTY PAST AND STOP SUPPORTING MODERN COLONIALISM

If Beyoncé truly stands for Black empowerment, she should not allow herself to be used as a pawn in Levi’s whitewashing game. Levi’s is deeply rooted in colonialism, slavery, and systemic racism, and no amount of celebrity stardom can change that. This partnership is an insult to the very people Beyoncé advocates for.

DON’T BE FOOLED: LEVI’S IS USING BEYONCÉ TO HIDE THEIR RACIST HISTORY

Behind every pair of Levi’s jeans lies a history of injustice and racial oppression. From the exploitation of Black slaves in the cotton fields to the appropriation of African indigo dyeing techniques, Levi’s fortune was built on the suffering of marginalized people. Now, with Beyoncé’s star power, they are trying to rewrite that history.

LEVI’S NEW CHAPTER WITH BEYONCÉ: JUST ANOTHER ATTEMPT TO WHITEWASH COLONIAL CRIMES

Levi’s is desperately trying to begin a “new chapter,” but no flashy collaboration with Beyoncé can erase the company’s dark legacy of benefiting from slavery, colonialism, and racial oppression. This is not a fresh start—it’s a shameful cover-up.

LEVI’S AND ROYAL COPENHAGEN

A HISTORY OF EXPLOITATION, CULTURAL THEFT, AND WHITEWASHING THROUGH COLLABORATIONS

The iconic blue colour that we associate with Levi’s denim and Royal Copenhagen porcelain may appear to represent tradition and craftsmanship, but the real story behind these famous brands is much darker. As someone who has worked closely with Royal Copenhagen during my studies at the Danish Design School, I’ve seen firsthand how deeply rooted their design is in cultural appropriation. And it makes me furious.

Both Levi’s and Royal Copenhagen have built their global reputations on stolen designs, resources, and labour—much of it derived from cultures and peoples who were systematically exploited. The story of indigo dye and Chinese blue-painted porcelain is one of colonization, slavery, and cultural theft, where both African and Asian innovations were taken by European powers to create wealth for themselves.

INDIGO

THE STOLEN TREASURE OF WEST AFRICA AND INDIA

Indigo, the deep blue dye used in Levi’s iconic denim, has a rich history that originated in West Africa and India. For centuries, artisans in these regions cultivated the indigofera tinctoria plant and perfected the art of dyeing fabric in vibrant blue hues. In West Africa, especially within the Sokoto Empire, indigo was a symbol of cultural power and economic prosperity. The deep blue dye was used to craft ceremonial clothing and trade textiles that held immense value across Africa and beyond.

In India, indigo was so prized that it became known as “blue gold.” However, when European colonizers recognized its value, they imposed brutal systems of exploitation. Under British colonial rule, Indian farmers were forced to grow indigo for export, often at the expense of their own food crops, causing widespread suffering and famine. The British extracted immense wealth from this trade, leaving local populations impoverished.

Similarly, in West Africa, Europeans appropriated the techniques and products of indigo dyeing, turning it into a major commodity. The dye was soon woven into the fabric of the global economy—especially in the United States, where indigo-dyed denim became a staple for workwear, thanks to Levi’s. Yet, the original creators of this process were left behind, their contributions erased from the history books.

MY TIME AT DANISH DESIGN SCHOOL

THE TRUTH BEHIND ROYAL COPENHAGEN

When I was studying at Danish Design School, I had the opportunity to collaborate with Royal Copenhagen, the famed Danish porcelain manufacturer. At first, I was excited to work with such a renowned brand, but the more I delved into the history and design behind their iconic musselmallede (blue fluted) pattern, the more I realized something unsettling.

The intricate blue-and-white floral motifs that Royal Copenhagen proudly markets as Danish heritage aren’t Danish at all. In fact, these designs were copied almost directly from Chinese blue-painted porcelain, a tradition perfected by Chinese artisans centuries before Denmark ever entered the porcelain trade. The blue pigment, cobalt oxide, was imported from the Middle East to China, where the artistry of porcelain-making flourished. These pieces were exported globally and became highly prized in European markets.

Denmark, like many other European countries, saw the success of Chinese porcelain and decided to copy the designs, materials, and techniques. When I was working on my collaboration, I couldn’t ignore how the shapes, patterns, and even the flowers used by Royal Copenhagen were strikingly similar to Chinese originals. It wasn’t innovation—it was cultural theft. The more evidence I found, the angrier I became. How could they claim these designs as part of “Danish heritage” when they were clearly appropriated from another culture?

WHITEWASHING THROUGH CELEBRITY COLLABORATIONS

The story of Levi’s and Royal Copenhagen doesn’t end with their colonial past. Today, both companies continue to profit from these stolen traditions while using celebrity collaborations to whitewash their histories.

Take Levi’s recent partnership with Beyoncé, for example. Levi’s built its fortune on the backs of enslaved Africans who were forced to work in cotton fields, using cotton that was often dyed with indigo stolen from Africa and India. Now, they are trying to distract the public from their colonial legacy by associating with one of the world’s biggest Black cultural icons. It’s a classic case of corporate whitewashing—using the influence of a celebrity to cover up their past crimes.

Similarly, Royal Copenhagen continues to market their porcelain as a symbol of Danish luxury, ignoring the fact that their designs were lifted from Chinese artisans centuries ago. Their success today is a direct result of this appropriation, yet the credit remains with them rather than the original creators.

A LEGACY OF EXPLOITATION AND CULTURAL APPROPRIATION

The stories of Levi’s and Royal Copenhagen are not isolated incidents. They are part of a larger pattern of white supremacy in which European powers not only colonized and enslaved people but also stole their cultural achievements and claimed them as their own. The indigo dye that made Levi’s denim a global phenomenon and the blue-painted porcelain that defines Royal Copenhagen’s legacy are both products of this systemic cultural appropriation.

As someone who has worked with Royal Copenhagen, I’ve seen firsthand how these companies profit from a history they never acknowledge. It’s time we stop allowing brands like Levi’s and Royal Copenhagen to erase their colonial pasts and take responsibility for the exploitation that built their empires.

We must hold these brands accountable for their histories of exploitation and cultural theft, no matter how many celebrity collaborations they use to distract us.