Levi’s new campaign puts sustainability to the fore

Levi’s new campaign puts sustainability to the fore

Raising awareness of sustainability, Levi’s launches a new spring campaign titled “Buy Better, Wear Longer”, which is in line with the label’s dedication to making quality clothing that can last for generations and pursuit of green practices.

“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 SecondHand, or to use our in-store Tailor Shops to extend the life of their garments,” says Jennifer Sey, brand president.

With an aim to cultivate a more planet-friendly apparel industry, the American fashion brand has been working on sustainable production and employing the use of eco-friendly materials including Cottonized Hemp, which uses less water and chemicals to produce; Organic Cotton; and Water<Less® manufacturing, a method that has saved more than four billion litres of water and used on 76% of all Levi Strauss & Co. products, and 70% of all Levi’s® bottoms and trucker jackets.

To leverage the impact of the campaign, Levi’s has tapped a cast of activists who is part of young voice helping to build a better world the likes of Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE.

Emma Chamberlain and Jaden Smith are supporters of second-hand clothing whereas Marcus Rashford is an advocate for youth from underserved communities. Contributed to the success of plastic bag ban in Bali, Melati Wijsen is a social entrepreneur who promotes youth empowerment. Xiye Bastida from Mexico, on the other hand, is a champion of sustainability, while hip hop artist Xiuhtezcatl has fought for Mother Nature through his composition of songs.