Fashion production and consumption have reached unsustainable levels. According to Levi’s, between 2000 and 2020, global clothing consumption doubled, and while we have more items in our wardrobes, we’re wearing what we have less often and throwing out our clothes too quickly, keeping clothing for almost half as long as we did 15 years ago.
For these reasons Levi’s new spring 2021 campaign sends out its SOS “Buy Better, Wear Longer” raising awareness about everyone’s responsibility on the environmental impacts of apparel production and consumption.
“Ultimately, Levi’s denim is meant to be worn for generations, not seasons,” said Jen Sey, brand president. “So, we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy SecondHand Levi’s products [also see here], or use our in-store Tailor Shops to extend the life of their garments.”
As a whole, “Buy Better, Wear Longer” is meant to evoke a sustainable future where companies and consumers have to rethink fashion. Levi’s, on its own side, aims to offer the products that can be worn again for a long time. “You experience the difference when you have jeans that have been through it all with you, or when you go thrifting for secondhand jeans. A pair of Levi’s holds up better and holds its value longer,” said Paul Dillinger, vice president of product innovation. “It’s both a physical and an emotional durability that we strive to offer consumers by investing in quality and designing for lasting value.”