Levi's: Buy better. Wear longer.

​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.

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.

​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.

​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.