Levi’s new campaign encourages ethical production & consumption

With the support of activists making a difference in their communities, the global denim brand Levi’s has launched a new initiative to raise consciousness about the apparel industry’s environmental impacts.

Levi’s Buy Better, Wear Longer campaign also encapsulates Levi’s continuing attempts to push more sustainable manufacturing practices through ambitious climate and water action, as well as investments in materials and innovations like cottonized hemp, organic cotton, and recycled water.

After its launch, the company claims that 76% of all Levis Strauss & Co. items are made with recycled water, thanks to a series of finishing techniques and water recycling guidelines that have saved over 4 billion liters of water and resulted in recycling of approximately 10 billion liters. The technology has already been open-sourced, allowing other apparel firms to follow the same water-saving practices.

Levi’s brand president Jennifer Sey said that Levi’s denim is designed to last decades, not seasons. As a result, they’re using this initiative to inspire shoppers to be more deliberate about their clothing purchases, such as buying SecondHand or using our in-store Tailor Shops to prolong the longevity of their garments.

The vice president of Product Innovation, Paul Dillinger said that when you have jeans that have been through it all with you, or when you go thrifting for second-hand jeans, you can tell the difference. A pair of Levi’s lasts longer and retains its value. He adds that by investing in quality and designing for long-term value, they hope to provide customers with both physical and emotional durability.

Levi’s spring campaign, “Buy Better, Wear Longer,” campaign highlights the brand’s environmental efforts by collaborating with six young influencers and activists.

The campaign features Jaden Smith, a longtime Levi’s collaborator and co-founder of Just Water; Marcus Rashford, an English soccer player and champion for underserved communities; and Emma Chamberlain, a Gen Z YouTuber influencer who advocates thrifting and secondhand clothes.

Melati Wijsen, a 20-year-old Indonesian social entrepreneur; Xiye Bastida, an environmental activist from San Pedro Tultepec, Mexico, a town hit by both drought and floods; and Xiuhtezcatl, an Indigenous climate activist and hip-hop artist, are also featured in the campaign.

The Buy Better, Wear Longer campaign will debut worldwide across all Levi’s channels, including digital, social, and broadcast, to remind shoppers to make sustainable decisions and rethink fashion.