Levi's New Spring Campaign Aims for Its Customers To Buy Better and Wear Longer
Emma Chamberlain and Jaden Smith help raise awareness of the environmental impacts of fashion.
Levi’s has recently launched a new spring campaign dubbed “Buy Better, Wear Longer.” In an effort to raise awareness of the environmental impacts of apparel production and consumption, the label has tapped Emma Chamberlain, Jaden Smith and other inspiring changemakers to be a part of its latest project.
“The world we live in encourages us to constantly buy. It puts us in this bad cycle. I’m glad that Levi’s is changing that message by making thrifting cool,” Smith shared in a press release. “Some of my favorite pairs are thrifted. And I’m even [happier] to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment.”
The campaign spotlights Levi’s ongoing sustainability efforts through more eco-friendly production practices like investing in materials such as cottonized hemp and organic cotton, implementing Water<Less® manufacturing, as well as reducing its natural resource footprint. To further spread awareness, Levi’s has released short visuals starring Chamberlain who talks about her love for thrifting, and Smith who encourages consumers to reduce their carbon footprint.
Watch Chamberlain and Smith’s campaign videos below and peep the imagery above.