Levi’s Sustainability Campaign

Levi’s, the American based denim brand that is credited for creating the very first blue jeans, has launched a new international sustainability focused campaign for spring 2021 that even Mother Earth can get behind. Keep reading to discover all the eco-friendly details and exactly which renowned activists and high-ranking celebrities have partnered with Levi’s for this newest campaign.

Levi’s latest spring campaign titled, “Buy Better, Wear Longer,” not only raises awareness of the dire environmental impacts from the fashion industry but also targets the joint accountability of everyone from consumers to manufacturers in reducing global pollution and greenhouse gasses. “Buy Better, Wear Longer,” calls attention to the urgent need for crucial action for the Planet. It urges long-term supporters of Levi’s as well as newer Levi’s consumers to re-think, reuse, recycle, and reduce their fashion necessities in order to minimize their unmitigated carbon footprint. According to the United Nations, “The fashion industry is the second-most-polluting industry, coming in right behind big oil. It takes close to 8,000 litres of water to make one pair of jeans, the amount a person drinks over seven years. The fashion industry produces 10% of the global carbon emissions and contributes to 20% of the global waste water production.” The “Buy Better, Wear Longer,” campaign supports Levi’s overall ongoing endeavours to promote more sustainable production methods that reduce pollution and damage to the environment. Whilst also having a strong concentration on more eco-friendly textiles like cottonized hemp and organic cotton for a cleaner and brighter future. The campaign even goes so far as to acknowledge and applaud consumers who purchase their Levi’s products from thrift stores or second-hand boutiques. “Levi’s has an almost 150-year history of creating things that last longer…longevity is sustainability. If something lasts longer, I can wear it longer and it even becomes more personal” said Levi’s associate creative director Bryan Dempler. Since about 2015 Levi’s has expanded their in-house Tailor Shop services (offered at a select number of boutiques) across Europe, adding to the longevity and unique customization of their products. Levi’s Tailor Shop provides: alterations for a custom fit, cut offs for a new total look, embroidery and monogram options, patches and studs, and of course rip and repair assistance. This service coupled with Levi’s new spring campaign, aims to reduce fashion waste and bring sustainability to the forefront of consumer’s minds.

However, will this further increase of sustainability and longevity of the product reduce sales? And whilst helping the Planet accidentally hurt the brand? The marketing and creative minds at Levi’s say no. They believe that this campaign will benefit all, especially the Planet. The “Buy Better, Wear Longer” campaign will not result in declining and diminished sales in the future, but will increase brand preference, brand loyalty, and will additionally attract a more sustainability centered consumer such as the young Generation Z customers. Adding an additional powerful and engaging move, the “Buy Better, Wear Longer,” campaign has united with six young influential stars and activists to be showcased in both short individual films and a main promotional film advertising this new eco-friendly initiative on all of Levi’s platforms. “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” stated Levi’s brand president Jennifer Sey. The campaign stars American actor and rapper Jaden Smith, English philanthropist and footballer Marcus Rashford of Manchester United, American influencer and podcaster Emma Chamberlain, Mexican-Chilean activist and philanthropist Xiye Bastida, Indonesian climate activist Melati Wijsen, and Indigenous climate activist and hip-hop artist Xiuhtezcatl Martinez. All films promoting the “Buy Better, Wear Longer” campaign were directed by Leo Aguirre. And the “Buy Better, Wear Longer” campaign was created together with Levi’s and digital design and communication agency AKQA. Together with Levi’s, these young stars and activists are fighting the deadly effects of climate change and global pollution through the help of classic denim products. 

The “Buy Better, Wear Longer” campaign was launched internationally last week, the 19th of April 2021 (fittingly shortly before Earth Day). Check out Levi’s full “Buy Better, Wear Longer” campaign: at Levi’s physical stores, on www.levi.com, on their official Instagram account @Levis, or on their Twitter page @Levis.

By Marie-Louise Bloch