The brand’s latest campaign encourages consumers to love their jeans for decades, not seasons.
Levi’s® has recently launched the latest iteration of its “Buy Better, Wear Longer” campaign in Singapore—a long-term commitment made by the clothing company to make fashion more sustainable by prolonging the lifespan of their products. Through this campaign, the lifestyle brand hopes to inch forward its advocacy towards environmental sustainability.
Both a plea and a promise, the “Buy Better, Wear Longer” campaign hopes to inspire consumers to be more intentional about their purchasing decisions by looking for the many ways they can re-wear, repurpose, and hold on to their clothes as long as possible before passing them down to future generations. Likewise, this is also a commitment from the brand to continue working on numerous fronts: to be responsible stewards of the natural resources used, to innovate across its design and manufacturing platforms to be more sustainable, and to move towards more circular products and practices across the board.
As per the Global Chief Marketing Officer of the brand: “The campaign speaks to Levi’s® legacy, durability, and appeal to a broad global audience. A pair of Levi’s® ages beautifully, engaging generation after generation, with a few tweaks and changes. Timeless and versatile, yet fashionable – no matter the decade. This message is more relevant today than ever before when we’re all thinking about how we can contribute to a more sustainable future.”
As part of this ongoing campaign, Levi’s® has introduced a series of initiatives, including a “Buy Better, Wear Longer” pop-up activation and a cinematic short film.
Experience ‘Buy Better, Wear Longer’ at VivoCity from November 23 – 27
Running from November 23 – 27, the ‘Buy Better, Wear Longer’ pop-up activation at VivoCity will make its long-awaited debut for a limited time at the iconic Levi’s® Tailor Shop. Here, you can customize your Levi’s® denim with patches and embroidery and make them uniquely yours. You can also sign up for “How to DIY” workshops, where you can create your pouch from upcycled Levi’s® denim fabric and leave equipped with the skills to repair your threads.
You can also breathe new life into your old pair of jeans by donating them—not throwing them! —and Pay It Forward at the recycling bins, where they will be collected and upcycled.
A Journey Through Time: A Cinematic Short Film
The film, told from the perspective of a pair of Levi’s®, tells a multigenerational story about the life of its most iconic design, the 501. By adapting to the style of the times and going through a transformation through the decades with each owner, the 501 remains relevant and wearable at present the same way it was in the 1960s.
Investing In The Future
Climate, consumption, and community are the core of Levi’s® approach to sustainability. Aligned with these, the brand is pursuing a variety of initiatives to support this vision: (1) investment in materials, such as cottonized hemp and organic cotton, which reduce water consumption; (2) pioneering Water<Less® manufacturing in denim; (3) launching the Secondhand Resale Platform and featuring in-store tailors to repair and repurpose garments. Most of all, (4) the open-sourcing of their learnings and tools to affect broader change.
At the moment, Levi’s® is working with partners and leaders in the movement, such as Fashion for Good and the Ellen MacArthur Foundation, to help shift the industry to a more circular model, as well as Levi’s® R&D Lab, WellThread®, which is constantly looking for radical new ways to make clothes that can reduce its environmental footprint.
According to Vice President and Head of Global Product Innovation, Paul Dillinger, “Reconfiguring supply chains takes time but we have found partners that are as concerned about their footprint, and are as excited to experiment as us. These collaborations have allowed us to introduce more circularity in how we make our products.”
Be inspired to take part in this movement by watching the ‘Buy Better, Wear Longer’ short film here or at @levis_sea. Give a listen to Levi’s® partners and changemakers, like Xiye Bastida, Melati Wijsen, and Emma Chamberlain, who have been an integral part of the campaign since its launch last year, and represent the next generation of voices on sustainability.
To learn more about Levi’s® latest sustainability efforts, reports, and goals, visit https://www.levi.com.sg/sustainability or follow @levis_sea. Don’t forget to visit the ‘Buy Better, Wear Longer’ pop-up activation at VivoCity on November 23–27 from 10 a.m.–10 p.m.
