Fashion & Beauty

Jaden Smith, Emma Chamberlain and Marcus Rashford front Levi’s new campaign

‘Buy Better, Wear Longer’ encapsulates Levi’s efforts to drive more sustainable production practices.

Today Levi’s have launched a new spring campaign that raises awareness and speaks to our shared responsibility on the environmental impacts of apparel production and consumption. The “Buy Better, Wear Longer” campaign features an inspiring group of changemakers, including Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford.

The 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. 

Levi's Wear Longer

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<Less manufacturing, Levi’s is working to reduce their natural resource footprint and help deliver a more planet-friendly apparel industry.

Levi's Wear Longer

“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 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.”

The campaign partners share both Levi’s passion for this effort and their sense of urgency. Emma Chamberlain is a leading voice among her generation. A true fashion lover who prefers thrifting, secondhand and making something old, new again. Longtime brand partner and like-minded thinker Jaden Smith’s interest in water has led him to raise awareness around our planet’s limited resources. Marcus Rashford, an English footballer, is a philanthropist and fierce advocate for youth from underserved communities. 

“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.” — Jaden Smith.

Jaden Smith

In addition to these cultural icons, three young activists are putting their words into actions: Melati Wijsen, a 20-year-old Indonesian social entrepreneur, co-founded a non-profit that successfully campaigned to ban plastic bags from Bali in 2019 and is focusing now on empowering youth. Xiye Bastida, born and raised in San Pedro Tultepec, Mexico, a town stricken by both drought and floods, knows first-hand what climate change can bring and is taking to the streets to fight for a more planet-friendly future. Indigenous climate activist and hip-hop artist Xiuhtezcatl has produced tracks like “What the Frack” and “Speak for the Trees,” where he blends music with environmental justice.

Levi's Wear Longer

“The climate crisis is the biggest threat that we have but it’s also the biggest opportunity we have to move forward.” — Xiye Bastida.

The Buy Better, Wear Longer campaign will be carried out on all Levi’s platforms – digital, social, and broadcast – globally as a reminder that a sustainable future is where companies and consumers worldwide come together to rethink fashion.

GO: Visit www.levi.com for more information. 

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