Though the Covid-19 crisis threw a curveball in denim brands’ production and sales and marketing strategies, industry stalwarts like Yul Ku, AG Jeans CEO, has stepped up to the plate in the best way a leader of a premium L.A. denim brand can.

At the start of the pandemic, AG Jeans donated $1 million to the Covid-19 LA County Response Fund to help support local clinics and hospitals with their scaling, staffing and testing needs. The brand also pivoted production to face masks.

This effort to give back is a reflection of AG Jeans’ positive example in the denim industry. Ku told Rivet he hopes to pave the way for other brands, noting that AG is “continually pushing the industry to commit to better practices, including reducing our carbon footprint while increasing our sustainability and philanthropic footprints.”