With brands innovating through more sustainable methods of operating, the latest campaign from Levi’s focuses on the theme “Buy Better, Wear Longer”, as adverse environmental effects from the fashion industry have grown over time.

From cultural icons to leading activists, Levi’s has partnered with a team of leaders including Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford, who have played an impactful role in spreading this message globally.

Jaden Smith

With the clothing consumption having doubled between 2005 and 2020, the brand honed on its mission to focus on sustainable production practices as it has continuously worked towards reducing their own natural resource footprint, by rallying for better quality consumption rather than larger quantity consumption.

Jennifer Sey, the brand president said, “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.”

Marcus Rashford

From taking noteworthy water action by investing in materials and technologies such as Organic cotton and using reducing water consumption for production, 76 per cent of all Levi Strauss & Co. products, are now made using our Water<Less® technology contributing to save more than 4 billion litres of water overall.

Actor Jaden Smith, who is a part of the global campaign, said, “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.”

The campaign has been carried out on various platforms, including digital, social and broadcast to spread the message far and wide, as the world comes together to envision a planet-friendly tomorrow with young voices sharing their stories, for more information visit levi.com

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