Levi’s builds on its long-term commitment to prolong the lifespan of its products in the second iteration of its “Buy Better, Wear Longer” campaign.
Launched Wednesday, the campaign centers on a short film for digital and social platforms told from the perspective of a pair of Levi’s 501 jeans. The film’s multigenerational story shows how each owner put their own on mark on the iconic fit with age, wear, repair and customization.
“The campaign speaks to Levi’s legacy, durability, and appeal to a broad global audience,” said Karen Riley-Grant, Levi’s global chief marketing officer. “A pair of Levi’s ages beautifully, engaging generation after generation, with a few tweaks and changes. Timeless and versatile, yet fashionable—no matter the decade.”
Levi’s introduced the “Buy Better, Wear Longer” in April 2021 to help raise awareness about the shared responsibility on the environmental impacts of apparel production and consumption. The strategy has become a popular example in industry reports and presentations of how brands can help encourage consumers to practice more responsible buying behavior over fast fashion.
“Buy Better, Wear Longer” serves as a both a plea and a promise.
“It’s 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 clothes as long as possible, before passing them down to future generations. And it’s a commitment from the brand to continue 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 said.
Among those efforts is Levi’s foray into the secondhand market and investments in organic and recycled cotton as well as partnerships with Fashion for Good and the Ellen MacArthur Foundation to help shift the industry to a more circular model. In 2021, the denim giant introduced its first circular 501 jean made with Circulose fiber. The new Fall/Winter 2022 WellThread collection includes garments made with mono-materials for easier recycling.
Levi’s will also highlight stories from Xiye Bastida, Melati Wijsen and Emma Chamberlain, who have been an integral part of the campaign since its launch last year.
“This message is more relevant today than ever before, when we’re all thinking how we can contribute to a more sustainable future,” Riley-Grant added.