On Wednesday, Levi Strauss and Co. President and CEO Chip Bergh penned an open letter to customers, asking them to refrain from carrying firearms in all Levi’s stores and facilities.

We operate in hundreds of stores across every state in the U.S., and laws are different in each one. We know that the presence of firearms in our stores creates an unsettling environment for many of our employees and customers. We also know that trying to enforce a ban could potentially undermine the purpose of the ban itself: safety. With that in mind we’ve made this decision as a business – a request not a mandate – and we sincerely hope responsible gun owners will respect our position.

In other words, Bergh wants to guilt gun owners into leaving their weapons at home. He’s trying to take a hardline stance on the gun issue without directly saying, “no guns in Levi’s stores.” Not so bold when you think about it.

It boils down to this: you shouldn’t have to be concerned about your safety while shopping for clothes or trying on a pair of jeans. Simply put, firearms don’t belong in either of those settings.

No one should be concerned about their safety wherever they go. The reality is sad. We live in a dangerous world where people are continually trying to harm one another. At the end of the day, we all have to look out for our own safety.

Bergh’s letter had varying responses:

“Totally disagree with everything he said. My safety depends on my lawful carry of a firearm,” said Steve Conrad, Infrastructure Specialist I – Intelligrid NOC at Ameren.

“No so-called ‘responsible gun owners’ need to carry weapons into any retail store. It is not responsible to do so, just because one believes in the rights to bear arms,” responded Tom Elliott, Vice President of Program Development at Your Choice or Mine.

“I AM concerned about my safety, everywhere I go. That’s why I legally and lawfully carry a weapon. As prior Military and Law Enforcement I can assure you that I am equally or more proficient with my weapon than any ‘authorized member’ of law enforcement. I’ll just choose to spend my money elsewhere,” said Wallace Dunn, Board Member at Permian Basin International Oil Show (PBIOS).