Often, customers buy more products and wear them for a shorter period, creating an environmental burden. Levi’s® 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.
The campaign Buy Better, Wear Longer was launched in 2021, a mantra and movement encouraging more conscious purchasing decisions. Most importantly, as we look at our own resource consumption, Levi’s is making strides to improve the circularity of its products, pioneering innovations that can scale to drive positive change across the industry. Designing clothes for circularity means using recyclable and renewable materials that can be made again and limits the use of resources in the production process.
There’s no denying that the fashion industry plays a part in today’s climate crisis. It’s essential that we adopt new industry practices that stress the planet less, from reducing energy use, emissions, and waste to taking a smarter, more responsible approach to water use and conservation. Not only do Levi’s tackle these issues head-on, but the company also shares its innovations with the entire industry. Today, Levi’s continues to work alongside partners and leaders like Fashion for Good and the Ellen MacArthur Foundation to help shift the industry to a more circular model and Levi’s® R&D lab, WellThread®, constantly searches for radical new ways to make clothes that can reduce its environmental footprint.
