MANILA, PHILIPPINES — American clothing company Levi’s has launched the next iteration of its “Buy Better, Wear Longer” campaign which builds on the brand’s long-term commitment to making fashion more sustainable and prolonging the lifespan of its products. Levi’s is on a mission to help consumers love their jeans for decades, not seasons.
To support this effort, Levi’s created a cinematic short film from the perspective of a pair of Levi’s that tells a multigenerational story: the film takes us through the life of Levi’s most iconic design, the 501. Transformed through the decades with each owner, adapting to the style of the times, the 501 is just as relevant, and wearable today as it was in the 1960s.
“The campaign speaks of 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,” said Levi’s Global Chief Marketing Officer Karen Riley-Grant.
The Buy Better, Wear Longer campaign is both a plea and a promise. It’s a plea for consumers to be more intentional about their purchasing decisions and to look for ways to rewear, repurpose, and hold on to their clothes as long as possible, before passing them down to future generations. And it’s a commitment from the brand to continue its work on numerous fronts to be responsible stewards of the natural resources we use, to innovate across its design and manufacturing platforms to become more sustainable and to move towards more circular products and practices across the board.
Climate, consumption, and community are at the core of our approach to sustainability, and Levi’s is pursuing a variety of initiatives to support this vision: Investment in materials such as Organic Cotton and Performance Eco Cool with recycled Polyester, which reduce water consumption; pioneering Water<Less manufacturing in denim; and featuring in-store tailors to repair and repurpose garments.
Most of all, Levi’s has open-sourced its learnings and tools to affect broader change. Today, Levi’s continues to work alongside partners and leaders like global initiative Fashion for Good and circular economy charity Ellen MacArthur Foundation to help shift the industry to a more circular model and Levi’s R&D lab.
“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,” shared Levi’s Vice President & Head of Global Product Innovation Paul Dillinger.
Levi’s Philippines made sure to be in step with global Buy Better, Wear Longer efforts by making rewearing and repurposing Levi’s denim easy and accessible. Levi’s Tailor shops have been set up in chosen Levi’s stores all over the metro, where customers can avail of the following services: alterations, embroidery, and customizations such as paneling, stenciling, sewing of patches, studs, and collectible pins. Levi’s Tailor Shops are available in the following malls: SM Mall of Asia, Robinsons Place Manila, Ayala Manila Bay, The SM Store SM Makati, SM Cebu, and Robinsons Place Iloilo.
A community synergy event will also be launched to gear the local community into the sustainability cause. The Levi’s Buy Better, Wear Longer event will be held at the Glorietta Palm Drive Activity Center on October 25, where denim and fashion enthusiasts can lean into the practice of rewearing and repurposing their Levi’s pieces. This interactive event will feature its very own Levi’s® Tailor Shop, a swap booth where they can barter their used denim pieces, a pop-up shop, a photo booth, a collaboration area, and a workshop where experts and key opinion leaders will delve into sustainable fashion.
The Buy Better, Wear Longer will launch worldwide this month across digital and social platforms. To build on its message, Levi’s will also highlight stories from its partners and changemakers 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.
For more information on Levi’s sustainability efforts, and the brand’s sustainability report and goals, please visit the Levi’s Sustainability page.
