With over 45,000 retail locations in 110 countries around the globe, Levi Strauss & Co. has not only built a strong brand over the past 171 years, but also strong communities, all centered around caring for our people. As we celebrate three decades of LS&Co. in South Africa this year, we’re reflecting on how we’ve put this mindset into practice by making people the heartbeat of our business in the country.
Read on to see the impact two employees have had over the decades, both at LS&Co. and beyond.
Celebrating Levi’s® South Africa’s First Employee
With 30 years of LS&Co. operations in South Africa comes three decades of LS&Co. employees — one of whom has been with us since the beginning. Meet Dominique Durward, our very first hire in the country and longest tenured employee in South Africa to date, who began her LS&Co. journey when wearing Levi’s® was still only a dream for many South Africans.
“At the time, the only way to get Levi’s® products was to ask friends and family to bring them back from their travels,” shared Dominique. “Levi’s® was a brand I resonated with deeply and truly loved. So when the chance to work with such an iconic brand came up, it was a dream come true.”
Dominique has been a part of our mission to bring timeless, authentic style to South Africa since the day we opened our office. Together with Waddell Blackwell, then managing director for South Africa, and the founding leadership team, the group prioritized its people, fostering a culture of community and people-first leadership.
“It was a close-knit team,” Dominique reflected. “Our offsite meetings felt like we were genuinely building something new, and the bond within the team made the journey that much more meaningful.”
Throughout her time with LS&Co., Dominique’s career has taken her from the sunny beaches of Mexico to the vibrant streets of India. Now part of the Global Retail Training and Development team, she plays a pivotal role in shaping our next generation of talent, ensuring that the Levi’s® spirit lives on for decades to come.
“I would never have stayed this long if I didn’t believe in the spirit of the brand,” said Dominique.
Employees Helping Employees: The Red Tab Foundation in South Africa
At LS&Co., we’ve always believed that supporting our employees goes beyond the workplace — it means strengthening foundations, fostering resilience and creating ripple effects that extend to families and communities. One key pillar in these efforts is the Red Tab Foundation (RTF), our global nonprofit dedicated to helping LS&Co. employees through unexpected financial emergencies, which has operated within South Africa since 2007.
RTF has distributed over $1.6 U.S. million over the past 17 years in the country, with funds going to everything from offering financial support for waterproofing and flood prevention in employee homes, to administering School Books Grant to support the education of our employees’ children and alleviate significant expenses, as well as helping team members build resilience and grow personally and professionally. Their work has supported countless team members and impacted generations to come.
At the heart of RTF in South Africa is Case Manager Lavinia Crawford-Browne, whose activism, compassion and resourcefulness has impacted LS&Co. employees and South African communities alike for decades.
“I support a high-needs population primarily at the Epping factory and with retail employees here,” Lavinia shared. “Approximately 40% of the South African workforce uses the services we provide annually.”
Lavinia (second from left) on the annual (Run) for Red Tab
Lavinia — whose involvement in the human rights space includes spending more than 20 years working with Archbishop Desmond Tutu and supporting in efforts to dismantle apartheid — has drawn from her impressive experience to become the support system and confidante she is today for the LS&Co. community.
Lavinia and RTF’s work speaks to our commitment to building a workforce in South Africa that can thrive both on and off the clock, fostering lasting resilience so our team members can bring their best selves to the workplace every day.
“As we commemorate our 30th anniversary in South Africa, we’re deeply grateful to our team members — past, present and future — for everything they’ve contributed to building this legacy,” said Sandeep Sokhanda, country manager for South Africa. “A heartfelt thank you to our incredible team!”
