Levi’s
Buy Better. Wear Longer.
A call-to-action to reuse, repurpose and reduce our consumer footprint.
![Levi's Sustainability Hero Image](https://images.ctfassets.net/feazk3r7m969/5TYY3u28SG5KRuUeBaboGg/684437ec2483788d51d5527786cb4ec1/21_H1_Sustainability_Jaden_07V2_copy.jpg?w=1920&q=70&fl=progressive)
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.
![levis Sustainability Xiye 01](https://images.ctfassets.net/feazk3r7m969/1YxN8tSsKFAS9MDB04clYT/242a926c12b258ac8ce99940b7935772/21_H1_Sustainability_Xiye_02.jpg?w=1920&q=70&fl=progressive)
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.
![Levi's Sustainability Post 09 IG 4x5b](https://images.ctfassets.net/feazk3r7m969/6bAxZopB0BehjZQON8pejh/48e3e1f1b54d6ff5f8cd74d8ca5c689e/1Sustainability_Post_09_IG_4x5b_copy.jpg?w=1920&q=70&fl=progressive)
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.
![leeis Sustainability Jaden 01](https://images.ctfassets.net/feazk3r7m969/3JJPNT0pNg2pRYKj9FXKcR/81fc461401e723d34e2fd75fe095328b/21_H1_Sustainability_Jaden_01.jpg?w=1920&q=70&fl=progressive)
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.
![Levis Sustainability XM 02](https://images.ctfassets.net/feazk3r7m969/4WYHJvHnZbtiq8rrx9lJMX/ba934cdf4c3d8f07b6594aea51f7d9a4/21_H1_Sustainability_XM_02.jpg?w=1920&q=70&fl=progressive)