Levi’s - ‘Buy Better, Wear Longer’

Levi’s prompts consumers to ‘buy better’ jeans for the planet
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Levi’s shows how one iconic pair of 501s stays in style across generations – and lessens the need to buy more.

Levi’s jeans are classic for a reason: people can wear them for decades, not seasons, according to a spot released by the brand today.

The effort marks the latest expansion of Levi’s global ‘Buy better, wear longer’ campaign, which was initiated in April 2021 and urges consumers to repurpose and re-wear their clothes, as well as highlighting Levi’s efforts to lessen its environmental impact. 
The new short film follows Levi’s most iconic jeans, the 501, as it transforms from the 1960s to the present and changes with each decade and individual owner’s style. “The campaign speaks to Levi’s legacy, durability and appeal to a broad global audience,” Levi’s global chief marketing officer Karen Riley-Grant said in a statement. “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.”

AKQA’s San Francisco studio and production company Megaforce handled it.

Read the full article here.