Fashion production and consumption have reached unsustainable levels. According to Levi’s, between 2000 and 2020, global clothing consumption doubled, and while we have more items in our wardrobes, we’re wearing what we have less often and throwing out our clothes too quickly, keeping clothing for almost half as long as we did 15 years ago.
For these reasons Levi’s new spring 2021 campaign sends out its SOS “Buy Better, Wear Longer” raising awareness about everyone’s responsibility on the environmental impacts of apparel production and consumption.
“Ultimately, Levi’s denim is meant to be worn for generations, not seasons,” said Jen Sey, brand president. “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 Levi’s products [also see here], or use our in-store Tailor Shops to extend the life of their garments.”
Levi’s campaign with activist Melati Wijsen
Featuring a group of young ambassadors and activists–Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE–the multiplatform global ad campaign aims to underline Levi’s commitment to making quality clothing that can last for generations with the passion of six change makers working on issues critical to the future of our planet. “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,” Sey said. “Change will come if we all work together, and we’re humbled to partner with them in reducing our collective impact on the planet.”
Levi’s campaign image featuring Jaden Smith
The new campaign also aims to emphasize Levi’s present intentions to drive more sustainable production practices, reduce its own natural resource footprint and help deliver a more planet-friendly apparel industry. This includes driving ambitious climate and water actions, and investing in materials and technologies such as cottonized hemp and organic cotton and scaling water.
As a whole, “Buy Better, Wear Longer” is meant to evoke a sustainable future where companies and consumers have to rethink fashion. Levi’s, on its own side, aims to offer the products that can be worn again for a long time. “You experience the difference when you have jeans that have been through it all with you, or when you go thrifting for secondhand jeans. A pair of Levi’s holds up better and holds its value longer,” said Paul Dillinger, vice president of product innovation. “It’s both a physical and an emotional durability that we strive to offer consumers by investing in quality and designing for lasting value.”