Skip to content
Subscriber Only

The Surprising Origins of Glenn Beck's Jeans

Conservative broadcaster Glenn Beck speaks at his "Restoring Honor" rally in front of the Lincoln Memorial in Washington in 2010
Conservative broadcaster Glenn Beck speaks at his "Restoring Honor" rally in front of the Lincoln Memorial in Washington in 2010Photograph by Brendan Smialowski/The New York Times via Redux

On his television show this morning, Glenn Beck said he’s not a political pundit. He’s an entrepreneur. Then he began a nearly 10-minute infomercial for his new Made in America jeans, sold online by his 1791 Supply & Co. It’s named for the year the Bill of Rights was ratified. (And shouldn’t be confused with 1791apparel.com, which sells clothes “for the firearms enthusiast.”)

Beck says it was a Levi’s commercial last year, which seemed to celebrate Occupy Wall Street (or at least youthful protest), that made him want to create jeans of his own. “Levi’s wants to be the uniform of the progressive movement,” he said. “That’s when I took off my Levi’s.”