What is it with corporations spending millions on idiotic political virtue signaling? Nike made the face of their brand the anti-patriot kneeler, and now a jeans manufacturer decides that going against the Constitution is a good public image and worth millions of dollars to convey to the public.
So, the CEO even admits it is unpopular, but he felt compelled to do it anyway.
He could have saved himself a little unpopularity if he had stuck to the platitudes about wanting to stop the violence, but he had to go and compare American gun owners to racists. That makes it clear where he stands, and that this is far more about virtue signaling and looking down on ordinary Americans than it is about safety.