Levi’s Unveils First Global Brand Campaign In 7 Years, Calls For Sustainability
Image via Levi’s
Levi’s has launched its first global campaign in seven years. Buy Better, Wear Longer is an initiative that urges customers to reuse, repurpose, and reduce their carbon footprint.
This brand-new campaign enlists six young influencers who are playing a part in the future of sustainability: rapper Jaden Smith, Manchester United footballer Marcus Rashford, YouTuber Emma Chamberlain, climate activist Xiye Bastida, entrepreneur Melati Wijsen, and hip-hop artist Xiuhtezcatl Martinez.
According to Campaign, the Buy Better, Wear Longer campaign created by AKQA seeks to raise awareness of the environmental impact of clothing production and offer Levi's as an alternative to fast fashion.
The six personalities chosen have their own history of doing good for the community. Jaden Smith, son of actor Will Smith, is the co-founder of sustainable bottled water brand Just Water. Social media influencer Emma Chamberlain has championed thrifting and upcycling, while English footballer Marcus Rashford has been a dedicated advocate for underserved youth in the UK.
“Ultimately, Levi’s denim is meant to be worn for generations, not seasons. So we are using this campaign to encourage consumers to be more intentional about their apparel choices,” said Levi's brand president Jennifer Sey.
The brand hopes by targeting a younger audience, it can boost its sales while also promoting longer wear times and reduced customer footprints.
Watch the Buy Better, Wear Longer campaign video below.
[via Campaign, cover image via Levi’s]
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