Did you know that a popular retailer is using ads for jeans to revive the Third Reich? Pretty sneaky, right?
Except they aren’t. They’re just selling jeans the old-fashioned way — by selling aspiration rather than activism.
by Jennifer Sey
Hot is no longer toxic, and the normies are back.
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People walk past an American Eagle ad campaign featuring Sydney Sweeney in New York City, August 4, 2025.
David ‘Dee’ Delgado/Reuters
Did you know that a popular retailer is using ads for jeans to revive the Third Reich? Pretty sneaky, right?
Except they aren’t. They’re just selling jeans the old-fashioned way — by selling aspiration rather than activism.
About the Author
Jennifer Sey is an author, filmmaker, and former elite gymnast turned Levi’s brand president who resigned in 2022 after speaking out about school closures, and is now founder and CEO of XX-XY Athletics, the only athletic brand standing up for women’s sports.
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Did you know that a popular retailer is using ads for jeans to revive the Third Reich? Pretty sneaky, right?
Except they aren’t. They’re just selling jeans the old-fashioned way — by selling aspiration rather than activism.
About the Author
Jennifer Sey is an author, filmmaker, and former elite gymnast turned Levi’s brand president who resigned in 2022 after speaking out about school closures, and is now founder and CEO of XX-XY Athletics, the only athletic brand standing up for women’s sports.
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