Levi’s

Buy Better. Wear Longer.

A call-to-action to reuse, repurpose and reduce our consumer footprint.

Levi's Sustainability Hero Image

Insight

Global clothing consumption has doubled over the last 15 years.

The apparel industry is facing an over-consumption crisis. A crisis fueled by fast fashion and the burdens it passes on not only to the environment, but to wearers who find themselves trapped in a cycle of buying, wearing once, and discarding into landfills.

A young woman with long dark hair closes her eyes and gently tilts her head back, hair swirling in motion, creating a dreamy and serene atmosphere with soft, blurred colors in the background.

Idea

Worn for generations, not seasons.

A simple proposition with great potential for positive change. Levi’s will continue to make products that stand the test of time, and you keep wearing them for as long as possible.

A misty mountain landscape with text stating, It is estimated that more than half of fast fashion produced is disposed of in under a year. The source is cited at the bottom.
A group of people run together down a wide, concrete drainage canal under power lines on a sunny day, with their backs to the camera. The canal has shallow water and industrial surroundings.
A young woman with light skin and brown hair sits on a pink chair, wearing a striped shirt, blue jeans, and a brown shearling jacket, looking directly at the camera with a relaxed posture.
A person in a denim jacket and white sneakers balances a soccer ball on their forehead on an outdoor court beside a red brick wall and chain-link fence.
A woman in a small boat rows through a polluted ocean filled with plastic bottles, facing away toward the horizon under a cloudy sky at sunset.

The short film introduces the concept with individual spots featuring one of six young influencers shaping the future of activism and sustainability. These are rapper and co-founder of Just Water Jaden Smith; Manchester United star Marcus Rashford MBE, a dedicated philanthropist and an advocate for underserved youth in Britain; thrifting and upcycling YouTuber Emma Chamberlain; climate activist Xiye Bastida; entrepreneur Melati Wijsen and hip-hop artist Xiuhtezcatl Martinez.

A person wearing a white jacket with a green leaf pattern on the back walks toward a large, irregular opening in a white wall, surrounded by lush greenery and plants.

Impact

The tides of change are turning.

Levi’s worked with changemakers from every corner of the world who are taking action on a wide range of different issues. The initiative not only serves as a vehicle for Levi’s message, but also an amplification for theirs.

A person in a light jacket and jeans squats on a wet surface in front of a large digital screen displaying a cloudy sky, set beneath a concrete bridge with multiple large arches.

Gold

Craft: Video/Editing
Gold

The Drum

Levi’s enlists Jaden Smith and top Gen Z influencers in first global campaign in three years

Ad Age

Jaden Smith, Xiuhtezcatl and Fridays For Future’s Xiye Bastida feature in a campaign from AKQA

Adweek

Levi’s urges Buy Better, Wear Longer in celebrity packed sustainability PSA

Fast Company

Levi’s wants you to stop buying so many jeans

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