Levi’s® is launching a new spring campaign — “Buy Better, Wear Longer” — that raises awareness and speaks to our shared responsibility on the environmental impacts of apparel production and consumption. Featuring an inspiring group of changemakers — Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE — this multi-platform global ad campaign fuses Levi’s® longstanding commitment to making quality clothing that can last for generations with the passion of six icons and activists working on issues critical to the future of our planet.
“Ultimately, Levi’s® denim is meant to be worn for generations, not seasons. So we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy second hand, or to use our in-store tailor shops to extend the life of their garments,” says Jennifer Sey, Brand President.
Buy Better, Wear Longer encapsulates Levi’s® ongoing efforts to drive more sustainable production practices: by driving ambitious climate and water action and by investing in materials and technologies such as Cottonized Hemp and Organic Cotton, and scaling Water<Less® manufacturing, Levi’s® is working to reduce natural resource footprint and help deliver a more planet-friendly apparel industry. Seventy-six per cent of all Levi Strauss & Co. products, and 70% of all Levi’s® bottoms and Trucker Jackets are now made using Water<Less® technology — that have saved more than 4 billion litres of water and resulted in the recycling of nearly 10 billion litres of water since they were first introduced.
The campaign features voices for change. Emma Chamberlain is a leading voice among her generation, a true fashion lover who prefers thrifting, secondhand and making something old, new again. Jaden Smith’s interest in water has led him to raise awareness around our planet’s limited resources while Marcus Rashford, an English footballer, is a philanthropist and fierce advocate for youth from underserved communities.
“The world we live in encourages us to constantly buy. It puts us in this bad cycle. I’m glad that Levi’s® is changing that message by making thrifting cool. Some of my favorite pairs are thrifted. And I’m even more happy to see that Levi’s® is supporting these amazing young voices who are all speaking up for the environment,” said Jaden Smith.