Leading authentic denim favourite Levi’s have just launched their new campaign for 2021 entitled ‘Buy Better, Stay Longer’ to spread awareness about the environmental impacts of the fashion industry. Promoting more ethical consumer habits, in line with their dedications to combatting climate change and preserving the natural environment, the brand is committed to crafting high-quality garments. Driving change within the fashion industry, Levi’s has begun to adapt to more transparent manufacturing processes.
The new creative campaign encourages customers to become more considerate and responsible when it comes to their shopping routines and apparel choices. Whether it be reusing, recycling or repurposing, the campaign shows consumers how to reduce their carbon footprint and extend the lifespan of their clothes. Convincing us to rethink our purchases and encouraging us to invest in garments that stand the test of time, the brand expresses its dedication to cutting down on waste and investing in clothing that does not contribute to throw away fashion.
The Gen-Z campaign hero film features a host of modern, inspirational advocates for societal change including footballer and activist Marcus Rashford MBE, environmental activist Xiye Bastida, social media influencer Emma Chamberlain and creative artist Jaden Smith amongst many more. The influential changemakers work together with the brand to address critical issues impacting the future of the natural environment, aiming to instigate a drive for positive change.
With many of the brand’s sustainable pieces manufactured using natural hemp and organic cotton, which reduces overall water consumption and waste during production, Levi Strauss & Co state that 76 percent of all their products are made with recycled water collected through high-quality zero-waste techniques. Investing in Levi’s sustainable garments is certainly one step towards building for an ethical future and the best way to kickstart your transition into more responsible fashion.