Melati Wijsen for Levi’s Buy Better, Wear Longer campaign. Image supplied.
A wardrobe full of clothes but nothing to wear? One-time pieces for that picture perfect post, never to be worn again? A dwindling bank account balance that has you keeping up with the Joneses? Buy Better, Wear Longer: a simple directive from Levi’s to encourage consumers to make sustainable choices this Earth Day and beyond.
This year, Levi’s autumn campaign responds to the unsustainable levels of global clothing production and consumption, having doubled over the last twenty years. From environmental activists to fashion bloggers and hip-hop artists, the campaign features a range of changemakers. Among the group are Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE.
“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 favourite pairs are thrifted. And I’m even more happy to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment,” says long-time brand partner Jaden Smith.
“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,” adds Paul Dillinger, Vice President of Product Innovation. “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.”
Behind the scenes, Levi are still working to reduce their natural resource footprint and foster a planet-friendly apparel industry. The brand’s open-sourced innovations include using Water<Less technologies that have saved more than four billion litres of water and recycled nearly ten billion litres since first introduction.
“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 Brand President, Jennifer Sey. “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. Change will come if we all work together and we’re humbled to partner with them in reducing our collective impact on the planet.”
With today being Earth Day, there’s no better time to rethink fashion.
Levi’s Buy Better, Wear Longer campaign has launched on all brand platforms this week, sharing changemaker stories over the coming months.
Jaden Smith (left) and Xiye Bastida (right).
Emma Chamberlain (left) and Xiuhtezcatl (right).