Levi’s® launches 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 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 how we can contribute to a more sustainable future” – Karen Riley-Grant, Global Chief Marketing Officer
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.
“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.” – Paul Dillinger, Vice President, Head of Global Product Innovation
The Buy Better, Wear Longer short film is available to view (HERE).To build on their message, Levi’s® will also highlight stories from their 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.
GIVE BETTER FOR THE HOLIDAYS
This season, Levi’s® is encouraging a more thoughtful approach to traditional Holiday gift-giving. Continuing our Holiday campaign Give Better for 2022, Levi’s® is devoted to making sure that every stage of our cherished Holiday rituals can be done in a way that’s low on impact and high on joy. It’s the perfect way to mix togetherness and purpose for this coming Holiday season.
At the core of Give Better is giving the gift of timeless style. Timeless style is the easiest way to ensure that you’ll wear something for years to come, and it’s a key component of our Buy Better, Wear Longer philosophy. It’s also something that Levi’s® does better than practically any brand on earth thanks to our iconic Levi’s® 501®. While denim fits and styles can change over the years, the Original Levi’s® 501® is a study in permanence. From its birth in 1873 until today, it is a jean that has never gone out of style.
And that’s why a key feature of this season’s Give Better campaign is a range of timeless Levi’s® 501® denim washes and colors. There is a lineup of 501® Originals for both men and women, as well as a range of the new 501® ‘90s jeans for women, all of which come in environmentally friendly materials.
Another feature of Give Better is a focus on well-made essentials. Along the lines of timeless style, well-made essentials can serve the same purpose of injecting longevity into your wardrobe. Not only does quality never go out of style, it ensures that the clothing will last. And, even better, it will actually get better with age. For a season of giving, what better gift is there than something that you know will be loved and worn for years to come.
Launched globally with prices ranging between RM99 to RM379, the Holiday collection will be available for purchase via levi.com.my and in all Levi’s® stores nationwide.