Levi’s furthers its commitment to sustainability with new campaign
Minimalists would understand how quality is better than quantity especially in terms of wardrobe. Speaking of fashion essentials, one must-buy is a nice, sturdy, and reliable pair of denim jeans.
This month, iconic denim brand Levi’s furthers its commitment to sustainability with its recently launched campaign “Buy Better, Wear Longer.” This campaign builds the brand’s dedication to providing consumers with more sustainable fashion, prolonging the lifespan of their products so they can be worn for a longer period of time and even be passed down to generations ahead.
“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,” says Karen Riley-Grant, global chief marketing officer. “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.”
The major concern of this campaign relies heavily on climate, consumption, and community. The initiatives to support this vision include investing 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. In addition, 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.
“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,” tells Paul Dillinger, cice president and head of Global Product Innovation.
Levi’s Philippines made sure to be on board with “Buy Better, Wear Longer” efforts by making re-wearing and repurposing their 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 services like alterations, embroidery, and customizations. With these, wearers can adjust, modify, and improve the garments into their liking for a better appreciation of the pieces.
Watch the campaign below:
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.