Levi’s Unveils Latest Campaign ‘Buy Better, Wear Longer’ To Encourage Sustainable Fashion Production Practices

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Recently, American denim brand Levi’s launched a new campaign ‘Buy Better, Wear Longer’ that features Jaden Smith, Xiye Bastida, Melati Wijsen, and Marcus Rashford among others, to raise awareness about the environmental impacts of the apparel industry.

The multi-platform global ad campaign titled ‘Buy Better, Wear Longer’ focuses on creating quality clothing that lasts for generations by employing sustainable production practices and investing in alternative materials and technology.

Having employed these practices in its own production process, Levi’s is now highlighting the need for materials like cottonized hemp and organic cotton, as well as action plans that save natural resources like water and ultimately, protect the planet.

For instance, 76% of all Levi Strauss & Co. products, and 70% of all Levi’s bottoms and trucker jackets are developed using its water technology that follows certain water recycling regulations thus saving more than 4 billion liters of water and recycling nearly 10 billion liters of water since this was implemented.

To help the fashion industry achieve these similar targets, these methods are open-sourced and available for anyone in the industry to adopt.

In a press release seen by Green Queen, brand president of Levi’s, Jennifer Sey, said that the brand’s denim is made to be used for generations and not just 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. As a company that has celebrated pioneers and aspired to bring inventive environmental solutions to the market, we saw our voice in these young leaders. The change will come if we all work together and we’re humbled to partner with them in reducing our collective impact on the planet.”

We are 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

Jennifer Sey, brand president, Levi’s

To help spread the campaign’s message far and wide, Levi’s has appointed three sustainability-minded ambassadors to get involved: brand partner and American actor Jaden Smith, American YouTuber Emma Chamberlain who loves thrifting and buying secondhand, and English footballer and philanthropist Marcus Rashford.

“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 happier to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment”, said Smith of the initiative.

VP Product Innovation of Levi’s, Paul Dillinger, said: “You experience the difference when you have jeans that have been through it all with you, or when you go thrifting for second-hand jeans. A pair of Levi’s holds up better and holds its value longer. It’s both a physical and an emotional durability that we strive to offer consumers by investing in quality and designing for lasting value.”

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

Jaden Smith, American actor and Levi’s brand partner

Apart from the mentioned cultural icons, three young activists were part of the campaign: 20-year-old co-founder of Bye Bye Plastic Bags, the Bali-based youth-driven movement, Melati Wijsen; Mexican-Chilean climate activist Xiye Bastida; and indigenous climate activist and hip-hop artist Xiuhtezcatl. Going forward, the brand will share the stories of these young activists to inspire others to create a more inclusive and planet-friendly world

Bastida commented: “The climate crisis is the biggest threat that we have but it’s also the biggest opportunity we have to move forward.”

Levi’s recently joined forces with millennial-favourite brand Ganni for a sustainable denim collection that features cottonized hemp fabric using fewer amounts of water and pesticides compared to conventional materials.

This is Levi’s second collaboration with Ganni after its first one that showcased a rental-only collection developed from upcycled vintage Levi’s and repurposed denim

Back in September of last year, Levi’s unveiled its “most sustainable jeans ever” created out of Circulose, a material derived from recycling discarded denim fabrics. In addition to this, it worked with Hong Kong-based sustainable upcycled fashion brand The R Collective to unveil a traceable denim capsule that employs scannable garment labels educating consumers on how to be more sustainable.


Lead image courtesy of Levi’s.

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