Fashion

Levi’s uses Gen-Z influencers to get to wear your clothes longer

Jaden Smith is joined by influencers, football players, and climate activists.
By Oliver Dahle
April 20, 2021

This week, the international denim giant is releasing their international spring campaign aiming to raise awareness and understanding of the environmental impacts of apparel production and consumption. The campaign, named ”Buy Better, Wear Longer”, wants you to embrace the brand’s longstanding commitment to wear your clothing not just for a season, but for generations.

— We encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy second-hand, or to use our in-store Tailor Shops to extend the life of their garments, says Jennifer Sey, Brand President. 

The campaign grasps the environmentally damaging fact that today people have way more clothing in their wardrobes than they actually use and clothes are being consumed at an escalating pace.

— You experience the difference when you have jeans that have been through it all with you, or when you go thrifting for second-hand jeans. A pair of Levi’s holds up better and holds its value longer. It’s both a physical and emotional durability that we strive to offer consumers by investing in quality and designing for lasting value, explains Paul Dillinger, VP Product Innovation.

The campaign is led by six Gen-Z influencers and activists, including brand ambassador, rapper, and actor Jaden Smith, American influencer Emma Chamberlain, and English football player Marcus Rashford, who earlier this year used his voice to raise awareness about child poverty in the UK. The campaign also involves climate activists Xiye Bastida, Melati Wijsen, and Xiuhtezcatl Martinez.

Learn more about how Levi’s is working with sustainability by listening to the Scandinavian MIND podcast with Paul Dillinger here.

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