Animal-rights organization, PETA, has bought shares in Levi Strauss & Co, to push the company into ditching leather.
Levi's, who recently became a public company, is being urged to switch its leather patches, that are sewn onto its jeans, for a vegan alternative.
'Immense pain and suffering'
PETA is now able to submit shareholder resolutions to the company and can attend and speak at annual meetings.
Ingrid Newkirk, President of PETA, said in a statement: "PETA is heading to Levi's boardroom to urge the company to stop peddling these patches, which cause cows immense pain and suffering."
In the past, PETA activists have protested outside Levi's headquarters in San Francisco and regularly tweets the brand, condemning its use of leather.
The animal-rights organization also urged its followers to email Levi's to 'immediately' switch to vegan-leather patches, writing: "Levi's claims that sustainability is sewn into the fabric of everything that it does, from its manufacturing process to its climate change initiatives.
"Yet your company continues to use animal-derived leather, which is part of the industry that's the single greatest contributor to greenhouse gases that cause climate change and is now widely known to have at least three times the negative environmental impact as polyurethane vegan leather.
"A great first—and easy—step would be to replace Levi's animal-derived leather jean patches with innovative and durable vegan leather."
Levi Strauss & Co has been contacted for comment.