With the launch of the next iteration of its Buy Better, Wear Longer campaign, Levi’s is building on its long-term commitment to making fashion more sustainable and prolonging the lifespan of its products. The iconic brand wants consumers to love their jeans for decades, not seasons.
With its Buy Better, Wear Longer campaign, Levi’s is continuing its work on numerous fronts to be responsible stewards of the natural resources we use, to innovate across its design and manufacturing platforms to become more sustainable, and to move towards more circular products and practices across the board.
Levi's is pursuing a variety of initiatives to support this vision:
- Investment in materials such as Cottonised Hemp and Organic Cotton which reduce water consumption
- pioneering Water<Less manufacturing in denim
- Launching the SecondHand resale platform and featuring in-store tailors to repair and repurpose garments
Levi’s has open-sourced their learnings and tools to affect broader change, continuing to work alongside partners and leaders like Fashion for Good and the Ellen McArthur Foundation to help shift the industry to a more circular model.
Buy Better, Wear Longer is a plea for consumers to be more intentional about their purchasing decisions and to look for ways to rewear, repurpose, and hold on to their clothing as long as possible, before passing them down to future generations.
In Levi’s latest campaign, a multigenerational story is told from the perspective of a pair of Levi’s 501 jeans. Transformed through the decades with each owner, adapting to the style of the times, the cinematic short film is a testament to lasting relevancy and wearability of the brand’s most iconic design, from the 1960’s to today.
