Levi’s has launched its new spring campaign which aims to raise awareness for the environmental impacts of production and consumption. The iconic denim brand has tapped an inspiring group of changemakers including Jaden Smith, Manchester United striker Marcus Rashford and a number of Gen-Z influencers such as Xiye Bastida, Melati Wijsen, Xiuhtezcatl and Emma Chamberlain.
The campaign speaks to Levi’s longstanding commitment to producing quality clothing while working with activists on critical issues that focus on the future of our planet. This includes Levi’s investment into materials and technologies such as cottonised Hemp and Organic Cotton, and scaling Water<Less® technology. So far, 76% of all Levi’s products and 70% of all Levi’s bottoms and trucker jackets are made using this water-saving technology. It has allowed them to save more than 4 billion litres of water and recycle nearly 10 billion litres of water since its introduction.
In a statement, Levi’s brand president Jennifer Sey said “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”.
Alongside this campaign, Levi’s is encouraging consumers to place careful thought into their apparel choices. Whether that be wearing items for longer, buying secondhand or even tailoring your clothes to extend their life. Over the next several months, Levi’s will be sharing the stories of their campaign partners and highlight the change makers that believe in a more inclusive and planet-friendly future.
Watch the ‘Buy Better. Wear Longer’ campaign video below.