by Stephen Garner

Levi’s has launched a new spring campaign — “Buy Better, Wear Longer” — that raises awareness and speaks to our shared responsibility on the environmental impacts of apparel production and consumption.

Featuring an inspiring group of changemakers — Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain, and Marcus Rashford MBE — this multi-platform global ad campaign fuses Levi’s longstanding commitment to making quality clothing that can last for generations with the passion of six icons and activists working on issues critical to the future of our planet.

“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,” said Jennifer Sey, brand president. “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.”

Buy Better, Wear Longer also encapsulates Levi’s ongoing efforts to drive more sustainable production practices:  by driving ambitious climate and water action and by investing in materials and technologies such as Cottonized Hemp and Organic Cotton, and scaling Water manufacturing, Levi’s is working to reduce our own natural resource footprint and help deliver a more planet-friendly apparel industry. In fact, to cite one example, 76 percent of all Levi Strauss & Co. products, and 70 percent of all Levi’s bottoms and Trucker Jackets are now made using our Water technology — built on a series of finishing techniques and water recycling guidelines that have saved more than 4 billion liters of water and resulted in the recycling of nearly 10 billion liters of water since they were first introduced. These innovations have been open-sourced to share and encourage the industry to adopt these water-saving practices.

“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,” added Paul Dillinger, VP 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.”

“The world we live in encourages us to constantly buy. It puts us in this bad cycle,” said Jaden Smith. “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 more happy to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment.”