Levi’s®’ new spring campaign — “Buy Better, Wear Longer” raises awareness about the the environmental impacts of apparel production and consumption. Featuring an inspiring group of changemakers including Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashboard MBE — this multi-platform global ad campaign combines Levi’s® longstanding commitment to making quality clothing with the passion of six icons and activists working on issues critical to the future of our planet.
As per Economic Times, the campaign also encapsulates Levi’s® ongoing efforts to drive more sustainable production practices: by driving ambitious climate and water action and by investing in materials and technologies such as Cottonized Hemp and Organic cotton, and scaling Water<Less® manufacturing. Around 76 per cent of all Levi Strauss & Co. products, and 70 per cent of all Levi’s® bottoms and trucker jackets are now made using our Water<Less® technology — built on a series of finishing techniques and water recycling guidelines that have saved more than 4 billion liters of water and resulted in the recycling of nearly 10 billion liters of water since they were first introduced.
