Our planet needs our help. Clothing consumption has increased by 50% over the past 15 years and snowballed the amount of textile waste in landfills. We’re keeping clothing for shorter periods of time and buying more than ever. This pattern, along with harmful production practices, comes at the cost of our planet’s health. That’s why Levi’s initiated their “Buy Better, Wear Longer” campaign, which advances their company’s mission to rethink how we buy and produce clothing.
Levi’s has taken steps to combat the issue of fashion’s impact on global health internally by implementing sustainable production methods into their manufacturing process. Levi’s achieves their commitment to efficient resource management with cutting-edge technology that supports them in creating new, sustainable garments. This effort underlines the reason for Levi’s’ “Buy Better, Wear Longer” campaign, which is, in part, to amplify the importance of developing high-quality, sustainable clothing that people can use and love for a long time – ultimately reducing the need for consumption. By making their actions visible with workshops and online efforts, Levi’s brings planet-friendly fashion to the forefront of consumer consciousness – noting that the value of Levi’s’ cloth goes beyond the exceptional fit and stylish look.
All of our actions and efforts toward sustainability are collective and interconnected. By paying attention to our day to day habits, we can manage the global health crisis in big and small ways together. However, the impetus and burden of change aren’t solely on the individual. Corporations need to match these efforts too. It’s refreshing when large companies, like Levi’s, understands that. By altering production methods to create garments sustainably, Levi’s shows that they focus on improving our collective future. Levi’s furthers their internal efforts for their customer base through the “Buy Better, Wear Longer” campaign, which adopts fundamental principles of sustainability, like community engagement.
Levi’s embedded online and in-person community engagement into their “Buy Better, Wear Longer” campaign with their “Sustainable Voices” initiative. In addition to including in-store Tailor Shops, which have been imputed to allow consumers and Levi’s customers to up-cycle their garments and in turn, Buy Better and Wear Longer. With the “Sustainable Voices” initiative, Levis will be amplifying the message through collaborating with influencers and public figures in the GCC who are known for constantly advocating and championing for a better world. Each of the selected Levi’s ‘Sustainable Voices’ will be invited to create a 60 second video with Levi’s telling their followers what sustainability means to them and what they’re doing to make the world a better place either through small actions or by actively championing for change. This dynamic group of sustainability advocates includes travel and wellness blogger Amanda Rushforth, plant-based nutritionist Sukkari L., and eco-friendly designers Engy Mahdy and Leen Nizameddin. Together, the “Sustainable Voices” participants support the thesis of Levi’s’ “Buy Better, Wear Longer” campaign, which hinges on reducing the negative impacts of apparel production and consumption as a collective.
Not only is Levi’s maximizing opportunities for learning on their platform, but the company is also committed to being a reliable resource for information on eco-friendly fashion. The effort of Levi’s’ “Buy Better, Wear Longer” campaign caters to the existing eco-conscious consumer and fosters planetary health values within their current customer base. By investing in long-lasting apparel, we see a decline in clothing consumption and an overall improvement in our planet’s health. Levi’s’ “Buy Better, Wear Longer” campaign reminds us that making an effort, big or small, for the environment can help us redirect our global health circumstances. One pair of upcycled jeans at a time.
