Levi’s shows how one pair of 501s stays true to style across generations – and reduces the need to buy more.
Levi’s jeans are a classic for a reason: People can wear them for decades, not seasons, according to the brand’s release today.
The effort marks the latest expansion of Levi’s global ‘Buy Better, Wear Longer’ campaign, which began in April 2021 and urges consumers to reuse and re-wear their clothing, as well as highlight Levi’s efforts to reduce its environmental impact.
The new short film follows Jean Levy’s most famous, 501, as it shifts from the 1960s to the present and changes with each decade and individual owner’s style. “The campaign speaks to Levi’s legacy, durability and appeal to a broad global audience,” Karen Riley Grant, Levi’s chief global marketing officer, said in a statement. “A pair of Levi’s ages beautifully, generation after generation, with a few tweaks and changes. Timeless and versatile, yet modern, no matter the decade. This message is more relevant today than ever, when we all think about how we can contribute to a more sustainable future.” .”
The studio and production of AKQA subsidiary Megaforce was handled in San Francisco.
Since its inception, the mission of “Buy Better, Wear Longer” has been to make fashion more sustainable and enduring while also resonating with Levi’s Gen Z target audience. That’s why the brand has brought in climate-conscious influencers — such as climate activist Xiye Bastida, entrepreneur Melati Wijsen and YouTuber Emma Chamberlain — to share their sustainability stories. “These kids live with the climate crisis their whole lives,” Chris Jackman, vice president of global consumer marketing at Levi’s, told The Drum last year. “They get it and they understand the urgency. We want to reach out to them to help us send the message that we’re spreading there and try to get a constant movement in terms of clothing consumption.”
The brand sees “Buy Better, Wear Longer” as an extension of its mission to make the end-to-end manufacturing process more sustainable. In addition to the campaign, the brand says it has invested in materials that require less water, like hemp-coated and organic cotton, launched a resale platform called SecondHand and hired in-store tailors to repair and reuse the clothes. “Reconfiguring supply chains takes time, but we have found partners who are equally concerned about their footprint, and are just as excited about the experience as we are,” Paul Dillinger, head of global product innovation at Levi’s, said in a statement. “These collaborations have allowed us to offer more circularity in how our products are made.”
The campaign will be activated primarily through digital and social, with some supporting materials for retail and out-of-home (OOH).
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